Google Ads

Google Ads, formerly known as Google AdWords, is an online advertising platform developed
by Google. It allows businesses to display ads on Google's search engine results pages (SERPs),
as well as on Google's network of partner websites, known as the Google Display Network
(GDN). Here's an overview of Google Ads and how it works:

1. Campaign Creation:

 Campaign Objective: Define the primary goal of your campaign, such as driving
website traffic, generating leads, increasing sales, or raising brand awareness.
 Campaign Settings: Choose the campaign type (Search, Display, Video, Shopping, or
App), set the campaign budget, bidding strategy, and targeting options.
 Ad Group Creation: Organize your ads into ad groups based on themes or keywords,
and create relevant ad copy for each ad group.

2. Keyword Targeting:

 Keyword Research: Identify relevant keywords related to your products or services

using tools like Google Keyword Planner or third-party keyword research tools.
 Keyword Match Types: Choose the appropriate keyword match types (Broad Match,
Phrase Match, Exact Match, or Broad Match Modifier) to control how closely your ads
match user search queries.

3. Ad Creation:

 Ad Copy: Write compelling ad copy that includes relevant keywords and a clear call-to-
action (CTA) to entice users to click on your ads.
 Ad Extensions: Enhance your ads with additional information such as site links, callouts,
structured snippets, location extensions, and call extensions to improve visibility and
relevance.

4. Targeting Options:

 Location Targeting: Specify the geographic locations where you want your ads to
appear, such as countries, regions, cities, or custom radius targeting.
 Audience Targeting: Target specific audiences based on demographics, interests,
behaviors, or remarketing lists.
  Device Targeting: Choose the devices (desktop, mobile, tablet) on which you want your
ads to be displayed.

5. Bidding and Budgeting:

 Bidding Strategy: Select a bidding strategy that aligns with your campaign goals, such
as Cost-Per-Click (CPC), Cost-Per-Thousand-Impressions (CPM), or Cost-Per-
Acquisition (CPA).
 Bid Adjustment: Adjust bids based on factors such as device type, location, time of day,
and audience targeting to maximize ad performance.

6. Measurement and Optimization:

 Conversion Tracking: Set up conversion tracking to measure the effectiveness of your

ads in driving desired actions, such as purchases, sign-ups, or inquiries.
 Performance Monitoring: Monitor key metrics such as clicks, impressions, click-
through rate (CTR), conversion rate, and return on ad spend (ROAS) to evaluate
campaign performance.
 Optimization: Continuously optimize your campaigns by adjusting bidding strategies,
refining ad targeting, testing ad copy and landing pages, and experimenting with new
keywords.

7. Ad Performance Reports:

 Use Google Ads reporting tools to generate performance reports and analyze data to
identify trends, insights, and opportunities for improvement.
 Customize reports to focus on specific metrics or dimensions, and schedule automated
reports to be sent to stakeholders regularly.

By following these steps and best practices, you can create effective Google Ads campaigns to
reach your target audience, drive traffic to your website, and achieve your marketing objectives.
Remember to continuously monitor, analyze, and optimize your campaigns to maximize results
and return on investment (ROI).

3.5

Introduction to Ad words
Google Ads, formerly known as Google AdWords, is an online advertising platform developed
by Google. It allows businesses to create and manage advertisements that appear on Google's
search engine results pages (SERPs), as well as on other Google properties and partner websites.
Google Ads operates on a pay-per-click (PPC) model, where advertisers bid on keywords and
pay for ad placements based on user clicks.

Key Components of Google Ads:

1. Campaigns: Advertisers organize their ads into campaigns, each with its own budget,
targeting settings, and advertising goals.
2. Ad Groups: Within each campaign, advertisers create ad groups to organize their ads by
theme or keyword targeting. Ad groups contain one or more ads and corresponding
keywords.
3. Keywords: Advertisers select keywords relevant to their products or services to trigger
their ads to appear when users search for those terms on Google.
4. Ad Formats: Google Ads supports various ad formats, including text ads, image ads,
video ads, responsive ads, and app promotion ads. Advertisers can choose the ad format
that best suits their goals and audience preferences.
5. Ad Extensions: Advertisers can enhance their ads with additional information, known as
ad extensions, such as site links, callouts, structured snippets, location extensions, and
call extensions.
6. Bidding and Budgeting: Advertisers set bids for their ads based on keywords, targeting
options, and desired ad placements. They also specify daily or campaign-level budgets to
control their ad spend.
7. Targeting Options: Google Ads offers various targeting options to reach specific
audiences, including location targeting, demographic targeting, audience targeting, device
targeting, and remarketing.
8. Conversion Tracking: Advertisers can track the performance of their ads and measure
the effectiveness of their campaigns by setting up conversion tracking to track actions
such as purchases, sign-ups, or inquiries.

Benefits of Google Ads:

 Highly Targeted: Google Ads allows advertisers to target specific keywords, audiences,
and demographics to reach users with relevant ads.
 Cost-Effective: Advertisers only pay when users click on their ads, making Google Ads
a cost-effective advertising solution.
 Measurable Results: Google Ads provides detailed reporting and analytics to track ad
performance, measure ROI, and optimize campaigns for better results.
 Flexible and Scalable: Advertisers can adjust their ad budgets, targeting settings, and
bidding strategies in real-time to accommodate changing business needs and scale their
campaigns as needed.
In summary, Google Ads is a powerful advertising platform that enables businesses to reach their
target audience, drive website traffic, generate leads, and increase sales through highly targeted
and measurable online advertising campaigns.

3.5

keyword planner
Google Keyword Planner is a free keyword research tool provided by Google as part of its
Google Ads platform. It's designed to help advertisers discover new keywords, estimate search
volume, and plan their advertising campaigns effectively. Here's an overview of Google
Keyword Planner and how it works:

Key Features:

9. Keyword Research: Enter keywords related to your products, services, or industry, and
Keyword Planner provides suggestions for relevant keywords, along with metrics such as
average monthly searches, competition level, and suggested bid.
10. Search Volume Data: View historical search volume trends for specific keywords, as
well as average monthly searches for each keyword in your selected geographic location
and language.
11. Keyword Trends: Explore keyword trends over time to identify seasonal fluctuations or
emerging search trends that may impact your advertising strategy.
12. Keyword Grouping: Organize keywords into ad groups based on themes or relevance to
streamline your campaign structure and improve ad targeting.
13. Performance Forecasts: Estimate the potential performance of your keywords, such as
expected clicks, impressions, and costs, based on your bid and budget settings.
14. Keyword Filtering: Filter keyword results based on criteria such as search volume,
competition level, keyword relevance, and historical performance to focus on the most
valuable keywords for your campaign.

How to Use Google Keyword Planner:

15. Access Keyword Planner: Sign in to your Google Ads account (or create one if you
don't have one), then navigate to the Tools & Settings menu and select Keyword Planner
under the Planning section.
16. Find New Keywords: Enter seed keywords, website URLs, or product categories
relevant to your business, and Keyword Planner generates keyword ideas based on your
input.
 17. Review Keyword Suggestions: Explore the list of keyword suggestions, along with
metrics such as average monthly searches, competition level, and suggested bid.
18. Refine Your Keywords: Refine your keyword list by adding filters, adjusting keyword
match types, or removing irrelevant keywords to focus on the most relevant and high-
performing keywords for your campaign.
19. Plan Your Campaign: Use the search volume data and performance forecasts provided
by Keyword Planner to plan your advertising campaigns, set realistic goals, and allocate
your budget effectively.
20. Export Data: Export keyword data and performance forecasts to share with stakeholders
or import into other tools for further analysis and campaign planning.

Best Practices:

 Start Broad: Begin your keyword research with broad seed keywords related to your
business, then use Keyword Planner to generate more specific keyword ideas.
 Focus on Relevance: Choose keywords that are highly relevant to your products,
services, or target audience to improve ad targeting and campaign performance.
 Regularly Review and Update: Continuously monitor keyword performance and search
trends, and update your keyword lists accordingly to ensure your campaigns remain
effective and competitive.

By leveraging Google Keyword Planner, advertisers can identify valuable keywords, understand
search trends, and plan successful advertising campaigns that reach their target audience and
drive results.

3.5

Pay-Per-Click(PPC)
Pay-Per-Click (PPC) is an online advertising model in which advertisers pay a fee each time one
of their ads is clicked. It's a way of buying visits to your website rather than attempting to "earn"
those visits organically through methods like search engine optimization (SEO). PPC advertising
is commonly associated with search engines like Google, Bing, and Yahoo, but it can also be
used on social media platforms and other websites.

How PPC Works:

21. Keyword Selection: Advertisers choose specific keywords or phrases relevant to their
products or services that they want to target with their ads.
 22. Ad Auction: When a user searches for a keyword, the search engine runs an ad auction
to determine which ads will be displayed on the search results page. The auction
considers factors like bid amount, ad quality, and relevance.
23. Ad Placement: Ads are displayed on the search results page based on their ad rank,
which is calculated by multiplying the maximum bid by the ad's quality score. Higher-
ranking ads appear more prominently on the page.
24. Cost-Per-Click (CPC): Advertisers are charged only when a user clicks on their ad. The
amount they pay per click is determined by factors like the competitiveness of the
keyword and the quality of the ad.

Key Benefits of PPC Advertising:

25. Targeted Reach: PPC allows advertisers to target specific keywords, demographics,
locations, devices, and interests, ensuring their ads are shown to a relevant audience.
26. Immediate Results: Unlike SEO, which can take time to see results, PPC campaigns can
generate traffic and leads quickly, making it ideal for businesses looking for immediate
results.
27. Measurable ROI: PPC platforms provide detailed analytics and reporting tools that
allow advertisers to track the performance of their campaigns, measure ROI, and
optimize for better results.
28. Budget Control: Advertisers have full control over their PPC budgets, allowing them to
set daily or campaign-level spending limits and adjust bids in real-time based on
performance.
29. Flexibility and Customization: PPC campaigns can be tailored to suit the unique needs
and goals of each advertiser, with options for ad formats, targeting options, bidding
strategies, and ad extensions.

Common Types of PPC Advertising:

30. Search Advertising: Text ads displayed on search engine results pages (SERPs) based
on user search queries.
31. Display Advertising: Visual ads, such as banners or rich media ads, displayed on
websites within the Google Display Network (GDN) or other advertising networks.
32. Social Media Advertising: Ads displayed on social media platforms like Facebook,
Instagram, Twitter, LinkedIn, and Pinterest, targeting users based on their interests,
demographics, and behaviors.
PPC Best Practices:

33. Keyword Research: Conduct thorough keyword research to identify relevant keywords
with high search volume and low competition.
34. Compelling Ad Copy: Write compelling ad copy that is relevant, engaging, and includes
a clear call-to-action (CTA) to encourage clicks.
35. Landing Page Optimization: Ensure that your landing pages are optimized for
conversions, with clear messaging, relevant content, and a user-friendly design.
36. Ad Testing: Continuously test different ad variations, headlines, and offers to identify
which elements perform best and optimize for better results.
37. Budget Management: Monitor your campaign budget and adjust bids and spending as
needed to maximize ROI and stay within budget.

Overall, PPC advertising can be a highly effective way to drive targeted traffic, generate leads,
and increase sales for businesses of all sizes. By following best practices and continually
optimizing your campaigns, you can achieve success with PPC and maximize your return on
investment (ROI).

3.5

PPC terminology
Sure, here are some common PPC (Pay-Per-Click) terminology and definitions:

1. Ad Rank:

 A value that determines the position of an ad on the search engine results page (SERP).
It's calculated based on the ad's bid, quality score, and ad extensions.

2. Quality Score:

 A metric used by search engines to measure the relevance and quality of an ad and its
corresponding landing page. It's based on factors like click-through rate (CTR), ad
relevance, and landing page experience.

3. Click-Through Rate (CTR):

 The ratio of clicks to impressions for an ad, calculated by dividing the number of clicks
by the number of impressions and expressed as a percentage.
4. Cost-Per-Click (CPC):

 The amount an advertiser pays each time a user clicks on their ad. It's determined by
factors like ad rank, quality score, and bidding strategy.

5. Impressions:

 The number of times an ad is displayed on the search engine results page or a website
within the display network.

6. Conversion:

 A desired action taken by a user after clicking on an ad, such as making a purchase,
filling out a form, or signing up for a newsletter.

7. Conversion Rate:

 The percentage of ad clicks that result in a desired conversion action. It's calculated by
dividing the number of conversions by the number of clicks and expressed as a
percentage.

8. Bid:

 The maximum amount an advertiser is willing to pay for a click on their ad. Bids can be
set at the keyword level or for specific ad groups or campaigns.

9. Ad Extensions:

 Additional information included in an ad to provide more context or options for users,

such as site links, callouts, location information, or phone numbers.

10. Landing Page:

 The webpage where users are directed after clicking on an ad. It's designed to provide
more information about the product or service advertised and encourage users to take a
desired action.
11. Negative Keywords:

 Keywords that are excluded from triggering an ad when they appear in a user's search
query. Negative keywords help advertisers avoid showing ads for irrelevant searches and
improve targeting.

12. Campaign:

 A set of ad groups and ads with a shared goal and budget. Campaigns are used to
organize and manage advertising efforts for specific products, services, or marketing
objectives.

13. Ad Group:

 A group of ads and keywords within a campaign that share a common theme or targeting
criteria. Ad groups help organize and structure PPC campaigns for better management
and optimization.

14. Remarketing:

 A targeting strategy that involves showing ads to users who have previously visited your
website or interacted with your brand. Remarketing helps re-engage past visitors and
encourage them to return and complete a desired action.

Understanding these PPC terms is essential for effectively managing and optimizing PPC
campaigns, improving performance, and maximizing return on investment (ROI).

3.5

PPC AD on Google Facebook

PPC ads can be run on both Google and Facebook, but they operate in different ways and cater to
different audiences. Here's an overview of running PPC ads on each platform:

Google Ads (formerly AdWords):

38. Search Network Ads:

 o Google Search Ads appear at the top and bottom of Google search results pages
(SERPs) when users search for specific keywords related to your business.
o These ads are text-based and typically consist of a headline, description, and
URL.
o Advertisers bid on keywords and pay for clicks on their ads (PPC).
39. Display Network Ads:
o Google Display Ads are visual ads displayed on websites within Google's Display
Network, which includes millions of websites, blogs, and apps.
o These ads can be in various formats, including banners, images, and videos.
o Advertisers can target audiences based on demographics, interests, and website
placements.
40. Shopping Ads:
o Google Shopping Ads showcase products directly within Google search results,
featuring an image, title, price, and store name.
o These ads are ideal for e-commerce businesses looking to promote their products
and drive sales.
41. Video Ads:
o Google Video Ads are displayed on YouTube and the Google Display Network.
o These ads can be in-stream ads that play before or during YouTube videos, or
display ads shown alongside YouTube videos or on other websites.

Facebook Ads:

42. News Feed Ads:

o Facebook News Feed Ads appear directly in users' news feeds on both desktop
and mobile devices.
o These ads can include text, images, videos, carousels, or slideshows and can link
to external websites or Facebook pages.
43. Right-Hand Column Ads:
o Facebook Right-Hand Column Ads are displayed in the right-hand column of the
desktop version of Facebook.
o These ads are typically used for retargeting campaigns or to promote Facebook
pages, events, or app installs.
44. Instagram Ads:
o Instagram Ads are displayed in users' Instagram feeds or stories.
o These ads can be in various formats, including photos, videos, carousels, and
stories ads, and can target audiences based on demographics, interests, and
behaviors.
45. Audience Network Ads:
 o Facebook Audience Network Ads are displayed on third-party apps and websites
outside of Facebook and Instagram.
o These ads can reach users across a wide range of mobile apps and websites within
the Audience Network.

Choosing Between Google and Facebook Ads:

 Intent vs. Interest: Google Ads are effective for reaching users actively searching for
products or services, while Facebook Ads are better for targeting users based on their
interests, behaviors, and demographics.
 Ad Format: Consider the type of ad format that best suits your campaign goals and
creative assets. Google Ads offer text-based and visual ads, while Facebook Ads offer a
variety of formats tailored to different objectives.
 Targeting Options: Both platforms offer robust targeting options, but Facebook Ads
provide more granular targeting based on user interests, behaviors, and demographics.
 Budget and ROI: Evaluate your budget, campaign objectives, and expected return on
investment (ROI) to determine which platform aligns best with your goals and resources.

Ultimately, the choice between Google Ads and Facebook Ads depends on your specific
business goals, target audience, and advertising budget. Many businesses choose to use both
platforms in their digital marketing strategy to reach a broader audience and achieve their
marketing objectives.

: Use social media to keep abreast of the latest trends

in your industry
Using social media to stay updated on the latest trends in your industry is a smart strategy for
professionals and businesses alike. Here's how you can effectively leverage social media for this
purpose:

1. Follow Industry Leaders and Influencers:

 Identify key thought leaders, experts, and influencers in your industry and follow them on
social media platforms like LinkedIn, Twitter, and Instagram.
 Pay attention to the content they share, including articles, blog posts, videos, and insights,
to stay informed about industry trends and developments.
2. Join Industry Groups and Communities:

 Participate in relevant industry groups and communities on platforms like LinkedIn and
Facebook.
 Engage in discussions, ask questions, and share your own insights to network with peers,
exchange ideas, and gain valuable industry knowledge.

3. Monitor Industry-Specific Hashtags:

 Use social media monitoring tools or simply search for industry-specific hashtags on
platforms like Twitter, Instagram, and LinkedIn.
 Follow trending hashtags related to your industry to discover conversations, news, and
updates in real-time.

4. Set Up Google Alerts:

 Create Google Alerts for relevant keywords, topics, or industry terms to receive email
notifications whenever new content is published online.
 Stay updated on news articles, blog posts, press releases, and other online mentions
related to your industry.

5. Follow Industry Publications and Blogs:

 Follow industry publications, blogs, and websites on social media platforms to receive
updates and insights directly in your social media feeds.
 Subscribe to newsletters and RSS feeds to stay informed about the latest articles, reports,
and analyses in your industry.

6. Engage with Industry Events and Conferences:

 Follow official social media accounts of industry events, conferences, and trade shows to
stay updated on speakers, sessions, and event highlights.
 Participate in virtual events, webinars, and live streams to learn from industry experts and
thought leaders.

7. Utilize Trend Analysis Tools:

 Use social media listening and analytics tools to track trends, sentiment, and
conversations related to your industry.
  Analyze data and insights to identify emerging trends, consumer preferences, and market
opportunities.

8. Share and Curate Relevant Content:

 Share relevant industry news, articles, reports, and insights with your social media
followers to establish yourself as a knowledgeable authority in your field.
 Curate content from reputable sources and add your own commentary to provide value
and spark conversations with your audience.

9. Stay Active and Engaged:

 Regularly check your social media feeds, interact with relevant content, and engage with
your industry peers to stay connected and up-to-date.
 Share your own thoughts, experiences, and observations to contribute to industry
discussions and establish your online presence.

By incorporating these strategies into your social media routine, you can effectively leverage
social media platforms to stay informed, connected, and ahead of the curve in your industry.