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Google ads extention - Part 4: Audience solutions

1. allows bids, creatives, and keywords based on her various customer groups. 2. Audience solution support reaching to your business goal by some solution for each gold Awareness: Detail demographic and Affinity audience Drive consideration: In Market Audience, Remarketing list search ads (RLSA), similar audience for search (past visited your web, channel...) Increase purchase and loyalty with current customer: Customer match, RLSA (who have one purchase before) 3. Benefit Audience solution: variable bid, Keyword expansion, Creative customization.

Google search Ads - Part 2: Understand the Google Ads Auction

1. Ads Rank as having five factors Bid Ad rank threshold Context of query Ad extension impact: phone, link access your side Auction time ad quality 2. Three main factors that determine the quality of an ad - Expected clickthrough rate (CTR) : prediction of how often an ad will be clicked on when it's shown.  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. - Ad landing page experience - Ad relevance Add negative keywords: Prevent your ads from showing...

Google search Ads - Part 1: Control which searches prompt your ads

3 Step to control which searches prompt your ads: Step 1: Think like your customer Step 2: Think about your business goals (*) Five match type options for your keywords:  Broad match: show ads if a keyword (or any variations like misspellings, synonyms, or related searches) are included in a user’s search terms. Broad match modified: prompts your ads to appear only if the keyword or its close variations are in any part of the search terms. Phrase match: prompts your ads to appear only if the keywords within the quotation marks or close variations of them match. Exact match: only show if the search means the same thing as your keyword. Negative: ads won’t show if someone includes that negative keyword in their search. Step 3: Get Google to do it for you

Google Display Ads: Part 6: Increase Conversions with Performance Planner

 1. Why you should plan for performance with Performance Planner - 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 2. What's the Google Ads Performance Planner? --> new forecasting tool that uses machine learning to reveal the possibilities for your Google Ads campaigns.  3. 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.  4. How does Performance Planner forecast campaign performance? -  Forecasting :  made up of billions of searches per week — powers our forecast engine. - Simulator : engine simulates relevant ad auctions with query le...

Google Display Ads: Part 5: Deliver the Right Message on Google Display Ads

1. Display ad formats : Efficiency, control 2. Responsive Display Ads: built for performance, reach, and scale. Key benefits: Automation, Reach, Simplicity. 3. Uploaded ads :  - Image ads : unloadable as a .zip, only run in banner-eligible slots - AMPHTML ads : enable marketers, publishers, and technology providers to deliver faster, and more secure ad experiences across all platforms.

Google Display Ads: Part 4: Increase Efficiency with Automated Bidding

 1. What's automated bidding? some key factors: - Performance - Auction: dynamic nature of our auctions - User journey complexities: based on location, time, device, and so on --> bidding can be done through automation. 2. Benefits of Google Ads automated bidding - Machine learning - save time - Auction-time bidding - Depth of signals used and cross analysis 3. Choose the right bidding strategy - Awareness-based: make sure that your ad is visible for certain queries and even at certain locations on the page.  Bid strategies: Target impression share: 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. - Consideration-focused : drive as many clicks as possible within a set level of spend. Bid strategies: Maximize clicks. - Conversion-focused : tracking actions post-click, valuing conversions equally, and looking to maximize the number of conversio...

Google Display Ads: Part 3: Reach Users on Google Display Ads

 1.  Build awareness :  - Demographic targeting: - Affinity audiences: - Custom Affinity audiences: 2. Influence consideration - In-Market audiences: Reach potential customers. - Custom Intent audiences: create a tailored audience that isn't covered in one of our In-Market. - Similar Audiences:  finds users that are similar to an original remarketing list or other uploaded compatible list. 3. Drive action: available targeting options - Remarketing - Standard remarketing: Show ads to your past visitors as they browse network websites and use network apps (use when doesn't have a data feed). - Dynamic remarketing:  remarketing to the next level with ads.   

Google Display Ads: Part 2: Identify Campaign Types on Google Display Ads

 1. Value of Google Display ads - Powerful intent signals: play ads again with most relevant content. - Massive scale - Measurable performance - Easy campaign setup. 2. Display campaign types - Smart Display campaign : accesses the best of Google’s machine and automate nearly all aspects of your Display campaigns. Note: eligible to set up need to  have gotten at least 50 conversions on Display — or at least 100 conversions on Search — in the last 30 days.  Component: Automated bidding, Automated targeting, Automated creatives. - Standard Display campaign : looking for full control over all aspects:  Targeting: can choose three marketing objectives: Build awareness, Influence consideration, Drive action.  Bidding strategies : Enhanced CPC, Maximize Conversions, Target CPA (cost-per-acquisition), Target ROAS (return on ad spend) Ad Formats: Responsive Display ads and Uploaded ads (Image & AMPHTML)

Google Display Ads: Part 1: Grow Your Business with Google Ads

 1. Advance your business goals - drive sale  - Get leads - Increase website visit - influence consideration - Build awareness - promote your app 2. Benefits of Google Ads - Relevance: right people, at the right time, with the right message.  - Control:  control over your budget, change your strategy, adjust your ad. - Results: Pay only for results 3. Google Ads campaign types - Search, Display, Video, Shopping, App. - Specialized campaign types: Local, Hotel, Discovery  4. Optimize your campaign - Device target - location and language targeting - Bidding and budget settings. - Ad extensions