The key to Google Ads is in the Quality Score, which is Google’s rating of the quality and relevance of your keywords, ads, and landing pages. When someone searches for a keyword, an auction takes place where advertisers will bid for ranking to show on the results page.
Once your campaign is running you can see the quality score of each campaign. This helps when bidding on a keyword in Google Ads when determining what keywords you want to bid on and rank for. The Quality Score is based on an estimate of the quality of your ads, expected click-through rate, ad relevance, and the overall landing page experience.
There are three main factors in the ad auction that determines which ads appear and in what order. First is your bid, which tells Google Ads how much you want to spend for a single click on your ad.
Second, Google Ads looks at the quality of your ads and how relevant and useful they are to the person who is searching.
Third, Google looks at the expected click-through rate impact from ad formats you use. When you create an ad, you can include additional information about your business like a phone number, business address or other links to your website.
Broad match is the default setting for keywords and helps to reach the widest possible audience. Your ad will appear whenever a search query includes any of the words in your key phrase, no matter what order. Ads with broad match keywords might appear when someone searches for irrelevant topics. For example, if your broad keyword is “hats”, your ad might show for searches on “hats”, “sun hats”, or “winter hats”, when you only sell baseball hats.
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With over 3.8 billion searches a day and 75% of the search engine market share Google can be an ideal partner in helping to grow your business. Google has a massive reach beyond just its search page. It includes all Google Partner sites along with online video giant, YouTube, and Gmail. Google Ads also provides a wide range of capabilities to target specific demographics allowing for full control of your campaigns.
With cost-per-click bidding, you have full control over how much you want to spend for every click on your ad. You tell Google the maximum amount you’re willing to pay, and you can change your bid amount at any time.
You can also set the average amount you want to spend each day. On days where your ad may produce more clicks, Google Ads will cap your average daily budget at 20% more. You also only get charged when someone interested clicks on your ad.
Google Ads is flexible because it has customizable options for your campaigns to target people with specific interests, especially people who are interested in your products or services. Google Ads allows you to select specific words or phrases that are relevant to your product and service and to customers’ searches.
You can also include ad extensions that show more information about your business like address (geographical location) and phone number among other extensions. With Google Ads, you can also specifically target your audience by selecting the age, location, and language of your customers.
With Google Ads, it is easy to see how your ads are performing. If someone clicks on your ad and does something valuable for your business, it can be tracked. By seeing which ads earn clicks and which ones don’t, you can quickly gauge which campaigns are working and which aren’t. You can then adjust what campaigns to invest in more.
If working with a digital marketing agency, they would and should also have the ability to record phone calls to measure the quality of leads coming through the ad clicks.
The Google Search Network is a group of search-related websites and apps that can display your ads. When advertising through the Search Network, your ads can be displayed on Google search sites like Google Maps, Google Images, Google Shopping, and Google Play.
Your ad can appear above or below the organic search results within the top or bottom 3 of the search results. The types of ads that appear on the Search Network are text ads, shopping ads and images, and video ads.
The Google Display Network integrates your ads within carefully chosen websites that are relevant to your ad and business. Display Network ads do not require a search and are displayed on other websites while users are visiting another website. The Display Network uses targeting options to strategically place your ads to potential customers at the right time and place.
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Shopping campaigns are most effective for companies who have an ecommerce or brick and mortar store. You can use Shopping ads to promote your online or local inventory and even boost foot traffic to your store. Shopping campaigns use Google’s Merchant Center to send product information to create campaigns.
Shopping ads are more than a text ad because they show users a picture of the product and other information like price, store name and more. This gives potential customers the necessary information to make an informed decision before purchasing a product.
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In-stream ads play before during or after videos on YouTube and other Display Network sites. This type of ad can be skipped after 5 seconds. Video discovery ads appear on YouTube when someone is searching for video content.
Outstream ads are used for mobile advertisements and play on partner websites. They appear in banners, before or after an expected content page and in-feed on apps.
For Display and Video campaigns, you can target specific devices, device models and operating systems. This gives you the flexibility to adjust target bidding for different desktop computers, mobile phones and tablets depending on whether it is an Android or Apple device.
This works well if you’re selling a product that is specific to the device you’re advertising to. Let’s say you sell mobile phone cases for Device A. With device targeting, you can create a message in your ad that is more focused and tailored to people who use Device A.
Target CPA (cost per acquisition) is the average amount you want to pay for a conversion. Target CPA is an automated bid strategy where you can increase conversions by targeting a specific cost-per-action. Google adjusts bids based on generating as many conversions as possible at your set amount.
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