Google Ads certification

Ways Google Ads can fuel your business goals :

 Drive sales : Grow online, in-app, in-person, and over-the-phone sales.

 Get leads : Boost conversions by encouraging people to take action.
 Increase website visits : Get the right people to visit your website.
 Influence consideration : Encourage people to explore your products and services.
 Build awareness : Reach a broad audience and maximize exposure.
 Promote your app : Increase installs and interactions with your app.

Benefits of Google Ads :

 Relevance
 Control
 Results

Google Ads campaign types :

 Search
 Display
 Video
 Shopping
 App
 Specialized campaign types
 Smart Campaigns

Example how Googles Ads campaign type can help support your unique business objectives :

- Display: Increase brand awareness when users are browsing content they’re interested in
online.
- Shopping: Promote your products, share details about your inventory, and boost traffic to
your online or physical store.
- Search: Drive action on your site when users are searching for similar products or services.
- Video: Reach your target audience at scale and bring your business’ story to life.
Value of Google Display ads :

 Powerful intent signals

 Massive scale
 Measurable performance
 Easy campaign set-up

Intent signals and machine learning

- Deep understanding of user mindset

- Effective use of machine learning
- Unique insights

Display Campaign types

1. Smart Display campaigns

 Key benefits of Smart Display campaign :
- Simplicity : create your campaign providing budgets, bid, and creative assets.
 - Insights : You receive all standard Google Ads reporting
- Scale : ads run across 3 million websites and apps
 Components of S.D campaigns :
- Automated bidding
- Automated targeting
- Automated creatives

2. Standard Display campaign

 Targeting
- Build awareness
- Influence consideration
- Drive action
 Bidding
- Enhanced CPC
- Maximize Conversions
- Target CPA
- Target ROAS
 Ad Formats
- Responsive Display ads : Greater efficiency and scale
- Upload ads (Image & AMPHTML) : Greater control

Reaching Users on Google Display Ads

Display Targeting

1. Build awareness
 Demographic targeting
 Affinity audiences
 Custom Affinity audiences
2. Influence Consideration
 In-Market audiences : Reach potential customers while they-re actively browning,
researching, or comparing the types of products you sell and are close to a conversion.
 Custom Intent audiences : If you want to create a tailored audience that isn’t covered in one
of our In-Market audience segments, Custom Intent is for you!
 Similar audiences : allows you to find users that are similar to an original remarketing list or
other upload compatible list. It finds that are similar in profile based on their recent
browsing and interests around different topics.
3. Drive action
 Remarketing : show ads to people who demonstrated their interest in what you offer with
their visit to your website or app.
 Standard remarketing : Show ads to your past visitors as they browse network websites and
use network apps. Communicate w/ people who’ve visited key pages of your website.
 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.

Example : If you don’t have a data feed, Standard remarketing is best suitable for your business.
Automated Bidding

Key factors to keep in mind while setting the appropriate bid strategy.

- Performance :
- Auctions :
- User Journey complexities :
 Benefits of Google Ads automated bidding
- Machine learning
- Time saved
- Auction-time bidding
- Depth signals used and cross analysis

Tip : You can implement a Google Ads automated bidding strategy to get the benefits of auction-
time bidding while still using a third-party management solution.

Bidding Strategies

1. Awareness-based bidding strategies

Target impression share : Visibility
2. Consideration-focused bidding strategies
Maximize clicks : Traffic (Clicks)
3. Conversion-focused bidding strategies
Target CPA : Conversions
- For Search : eCPC is suitable for advertisers who want to set the core bid manually or
through third-party bidding tools, with and added layer of real-time optimization.
- For Display : eCPC is suitable for advertisers who do not have conversion tracking, they
should use 3rd party bidding system, or insist on setting bids manually with an added layer of
real-time optimization. It’s also great for leading generation and to drive online sales.
4. Revenue-focused bidding strategies
Target ROAS : Revenue
At least 5O conversions in the past 30 days for Search and at least 15 conversions in the past
30 days for Display.
Note : You must be tracking conversions for conversion-focused bid strategies to work properly, with
the exception of eCPC on display.

Deliver he right message on Google Display Ads

Display Ad Formats
Ad formats let you choose how to communicate your business to your audience.
Why Display ad formats ?
 Efficiency : if you value performance : Responsive Display Ads
 Control : if you take branding very seriously : Uploaded ads. This option will likely limit your
reach as uploaded ads don’t have access to the same inventory as Responsive Display ads.
1. Responsive Display Ads
Responsive Display Ads give you the ability to upload your own assets and create ads that serve in al
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.

Key benefits :
  Automation
 Reach
 Simplicity
Creative testing : Google does billions of creative A/B tests for your business.

2. Uploaded Ads
Uploaded ads offer greater control over the way your ads looks and feel. You build your own ads
outside of Google Ads and simply upload them to your Display campaign.

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.

Note : In order to qualify for as many auctions as possible, it’s possible, it’s recommended to have
both Responsive Display Ads and image ads in your Display campaign.

Key Benefit :
- Complete creative control : You can develop these ads yourself using templates to decide
how best to combine your different images, text, and logos.

3. AMPHTML Ads
AMPTHTML ads enable marketers, publishers, and technology providers to deliver faster, and more
secure ad experience across all platforms by applying the principles of AMP to building and serving
ads.

Key benefits :

- Faster ads drive better performance : ads are 6x faster

- Lighter ads can lead to better ad experiences : ads are 3x lighter
- Safer ads build trust in you brand : AMPHTML ads need validation before they’re served,
reducing the risk of malware, and building trust in the brands users are engaging with.

Performance Planner

Main goal : It helps forecast and determine your budgets, while also improving your return on
investment.

On a monthly basis !!!

Key benefits :

- 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.
How does Performance Planner forecast campaign performance ?

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

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

- Get accurate forecasts

- Get the benefits of machine learning

How to use Performance Planner ?

a. Learn : create a new budget plan to learn the best bids and budgets for your campaigns to
drive incremental conversions.
b. Explore : explore further optimizations and forecast how you can grow your business with
Google Ads.
c. Do : Review and implement changes prescribed by your Performance Planner plan.
d. Repeat : ensure you react to external factors and optimize to the target metrics set. Use
Performance Planner on a monthly basis for the best results.

Why should I use Performance Planner every month?

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

Best practices

 Create separate plans for each marketing objective

 Set bids and budgets using non-last click conversions
 Regularly check your plan

What changes will Performance Planner recommend?

 Search Manual cost-per-click (CPC) or Enhanced CPC campaigns : Recommended average

daily budget and campaign bid scaling (1.5 scaling means + 50% bid scaling)
 Search Maximize Clicks or Maximize Conversions campaigns : Recommended average daily
budget
 Search Target CPA or Target return on ad spend (ROAS) campaigns : Recommended
average daily budget, Campaign-level Target CPA, or Campaign-level Target ROAS

Performance Planner Best Practices

 Use non-last click attribution conversions

 Create multiple plans for campaigns that have different marketing objectives
 For example, you could split consideration and intent-focused campaigns by separating
generic search campaigns (such as a campaign containing keyword "suv sale") and brand
search campaigns (such as a campaign containing keyword "buy Landriver suv") into
separate plans.
 Use the performance targets feature
 Use optimization score in the Recommendations page to improve your campaigns

Additional factors that you should check while budget planning :

 Seasonality : Take advantage of seasonal trends throughout the year.

 Market Share : Get ahead of fluctuating auctions due to activity from other businesses and
other external factors.
 Growth : Use Performance Planner to compare previous periods and see a forecast of the
growth possibilities you can drive using Google Ads.