What are the three core principles of Google Ads?
Relevance, Control, & Results
relevance: helps advertisers connect with right people at right time with the right message.
control: complete control over budget.
results: pay only for clicks to website or calls to business
What should advertising campaigns center around?
Business objectives examples: - driving sales - getting leads - increasing website traffic -influence consideration - build awareness - promote an app
What two things does your ad campaign selection determine?
- Where ads appear
- Format in which they are displayed
Main types of Google Ads Campaigns
Search Display Video Shopping App Specialized (include local, hotel & discovery)
Where does a Search campaign appear and what is its best use?
- Appears next to Google search results, and on other partner sites, when people are looking for a business like yours.
- Get potential customers to notice your brand, consider products & take acion
Where does a Display campaign appear and what is its best use?
- Can reach 90% of people on the internet through a network of more than 2 million sites & apps; adds get matched to content related to your biz or customer’s interests.
- Used to increase exposure and reach audiences with specific interests across the web.
Where does a Video campaign appear and what is its best use?
- Shows ads within other streaming video content on YouTube & across Google’s network of websites & apps
- Brings story to life. Can reach audience at scale and capture their attention.
- Only pay when people choose to watch your ad
Where does a Shopping campaign appear and what is its best use?
- Appears on Google Shopping next to search resukts and near text and responsive ads
- Use to advertise your online and local inventory, boost traffic to website or store and find better qualified leads
Where does an App campaign appear and what is its best use?
- Runs across Google’s largest properties, including Search, Play, YouTube + thousands of mobile sites and apps
- Increase engagement, app install and even in-app actions
What are the three Specialized campaigns and what is their best use?
- Local, Hotel & Discovery
- If your business has specific objectives baed on niche industry or customer base
Where do each of the Specialized campaigns appear and what do they do?
Local: helps drive important offline metrics (like store visits); Search, Maps, Display, Youtube
Hotel: Displays hotel price & availability; Search, Maps & Assistant
Discovery: easily engages customers across Google’s properties with a variety of ad formats; Youtube Home Page, Gmail and Google’s Discover Feed
What are some customizable Google Ad’s features that make sure you engage with the most meaningful audiences?
- Device Targeting
- Locations & Language Targeting
- Bidding & Budget Settings
- Ad Extensions
How many searches are made each day using Google? (2021)
3.5 billion
Where is the first stop people make when they want to know, go, buy or do?
How do Search Ads connect you with your customers?
- Business appears when users are researching + comparing different options
- Business is there at the right moment when someone is looking for products or services you offer
- Business shows up on search results when similar businesses show up
- Able to learn what users are looking at/engaging with so you can make informed decisions about adding value
What questions should you ask yourself when setting up a Search Campaign?
- where do you want to be 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?
What are campaigns created around and based on?
Campaigns are created around a marketing goal and based on the actions you’d like customers to take
Can a marketing goal be changed?
Yes, at any time.
What can Search campaign marketing goals be set to?
Sales, Leads or Website Traffic
With respect to ads, what are networks?
Networks are where you want your ad to appear, based on campaign type
What is an ad group?
One or more ads that share similar targets. For each ad group, you can create specific text ads and a list of keywords that will prompt the ad to show up.
Why is it good to create multiple ad groups?
It’s good to create ad groups around themes or products. By creating multiple ad groups, you can have more control over getting the right message to the right customers.
What is a bid amount?
The maximum amount you’ll pay when a customer clicks on your ad.
What is the ideal number of ads per ad group?
3-5 ads per ad group
