Vu's Blog

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.

1. Site link 2. Calling out 3. Structure snippet 4. Call 5. Message 6. Location 7. Affiliate location 8. Price 9. Promotion 10. Seller ratings (automated extension ) --> should use 3 extension. don't use more than 4.

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

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

 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 level variables, including

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.

 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 conversions.  Bid strate

 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.   

 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)

 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