Google Ads

1.A quick introduction to Google AdWords

Google - the brand name is now synonymous with “search”. When you perform an online search, you don’t
think to “search” for it - you think “Google” it. With approximately 2 billion+ searches a day, and consumers
“Googling” 24/7 something for which you could offer, it’s no wonder why any business would want to harness the
power of the leading search engine. In this post, we share a quick intro to utilising its paid search service, AdWords,
to help drive more traffic to, and conversions on, your website.

 Introducing Google AdWords

AdWords is the service where you can buy ads on Google and Google's search partners. Using AdWords, you can
display your website above, besides or under the organic search results on the search engine result pages (SERP). A
SERP is the page you see when you have typed a search within Google.

 Pay-per-click

Placing an ad with Google AdWords operates on a ‘pay-per-click’ basis, meaning that someone advertising only pays
when a visitor clicks on their advert and is then re-directed to the advertiser's website.

It's free for advertisers to create their ads with AdWords and you can create as many as you want and then choose
relevant keywords related to your business. AdWords then places your ads on Google when people search for your
specified keywords. The higher you're willing to bid on a set keyword, the more likely it is your ad will rank
highly (e.g. on page 1 results).
  Campaigns

AdWords is set up so you can create campaigns and ad groups to manage different types of campaigns. For
example, if you have a product campaign and a content campaign, each of them can be managed separately. Within
each campaign, you can break down your ads and keywords into ad groups.

You have full control to change up your ad strategy - you can make changes to ads at any time, and you also have
full control over your budgets – as explained earlier, you only pay for the clicks. You don’t pay for ‘impressions’
(when the ad is seen); you only pay for what's working, those that actually result in clicks on your ad.

 What’s a text ad?

According to Google’s AdWords guidelines:

Text ads, the simplest version of the online ads AdWords offers, have three parts: a headline, a display URL, and two
description lines.

Length limits

  Max length Max length

(most languages) (double-width languages)

Headline: 25 characters 12 characters

Display URL: 35 characters 17 characters

Description line 1: 35 characters 17 characters

Description line 2: 35 characters 17 character

Google Ads Statistics

 2019 Google advertising revenue was over $116 billion

 Google Ads convert 50% better than organic search results

 Average ROI is 200% on Google Ads campaign spending or 2|1

  In 2019 Google AdWords became Google Ads in a rebranding strategy

 Google controls about 75% of search share heading into 2020

 Bing mobile searches increased 700% in 2017-2018 and again 356% in 2019-2020

 90% of internet users see Google display ads worldwide

 65% of Ads clicked have buyer intent keywords (buy, shop, purchase, get, cheap, for sale)

 70% of mobile eCommerce customers place calls through mobile ads

Google Ads Facts 2019-2020,2018

Google Ads are one of the best ways to get more traffic to your landing pages, generating more leads and
more sales. If you are still sitting on the fence and wondering about whether you should invest in these
ads, here are nine interesting facts about Google Ads that might help you make up your mind.

1. Google Ads Convert 50 Percent Better than Organic Traffic

Organic search traffic from Google is free. And let’s face it, free is a pretty good price. But despite everybody’s love of
free search traffic, you cannot deny the fact that people who are in a buying mood are more likely to make a purchase
through paid ads than through clicking on the organic search results.

Paid traffic converts 50% better than free organic traffic. Let that sink in for a minute. The next time you are
considering where to place your ad dollars, don’t wonder whether you should throw a few more bucks into your
Google Ads account or whether you should simply try to stuff more keywords into your blog posts to get more traffic.
One of those choices is a wise investment. The other one will likely get you penalized and cause you to lose traffic
and sales.

2. Most Businesses Earn About Double Their Ad Spend

On average, most businesses see a 200% return on their investment when purchasing Google Ads. This
makes Google Ads one of the most efficient means of advertising at your disposal. The beauty of internet ads is that
they are able to target a very narrow slice of your demographic, which tends to lead to higher conversion rates.

If your ad campaigns are not seeing results in this ballpark, then it’s time to re-examine your marketing strategies to
bring them into alignment with the average rate of returns that other businesses are getting with Google Ads.

3. Adwords Changed to “Google Ads”

If you’ve been marketing your business online for a while but didn’t get the memo, you should know that Google
Adwords has now become Google Ads. So what does that mean for your business? It doesn’t really mean very much.
But the change in name and branding is probably a good move, as most newcomers to the online advertising game
will immediately understand what Google Ads is all about, compared to Google Adwords.

The logo and URL have also changed, and Google is moving advertisers and Adwords customers over to the new
platform gradually. But don’t worry. This will all be taken care of automatically, for the most part. So just don’t freak
out when you log into your Adwords account and see a different logo and different name. Nothing’s wrong. You are in
the right place.

4. Google Owns 71 Percent of Search Market Share

From its inception in the year 2000, Google has dominated the search engine scene. Other search engines have
come along, most notably Bing and Yahoo, but they are no match for Google. They never have been, and they
probably never will be.

Google controls 71% of the search engine market. So if you want to be found online, then you want to be found in
Google’s search results. And since most internet users are using Google to find businesses, products and services,
you would be wise to spend the bulk of your online marketing dollars on Google Ads. It’s just common sense.

5. Bing Mobile Search Traffic Increased Over 700 Percent

After gushing about Google’s control of search engine traffic above, it’s worth pointing out that Bing is pushing hard to
pick up more crumbs off the floor from around the Google table.

In the 4th quarter of 2017, Bing managed to get more than seven times the amount of search traffic that it received in
the 4th quarter of 2016. It’s still just a fraction of what Google receives, but it’s nothing to sneeze at. So if you are
looking for new ways to reach new customers, Bing might also be worth looking into as a supplement to your Google
Ads spending.

6. Google Display Ads Are Seen by 90 Percent of Internet Users

If you’ve been researching the effectiveness of Google Ads for the past few years, whether from the perspective of
the business creating the ads or the website owner hosting the ads, you’ve probably heard about ad blindness and ad
blockers as major obstacles.

These are legitimate concerns that advertisers and marketers need to be aware of, but current statistics show that 90
percent of internet users are still viewing Google display ads. So Google Ads are still extremely effective and are
likely to continue to be effective for the foreseeable future.
7. 65 Percent of Search Results Clicks Go to Google Ads with Buyer Intent Keywords

Marketers have known about the power of keywords for a long time, especially keywords that demonstrate buyer
intent. These keywords include terms such as sale, best price, discount, checkout, and free delivery.

Approximately 65 percent of customers click on Google ads that show buyer’s intent rather than organic search
traffic. Capitalize on this behavior and test out the effectiveness of buyer intent keywords on your next marketing
campaign.

8. Smart Ads Just Made Everything Easier

As Google rebrands the Adwords program to Google Ads, it is also making it easier for advertisers to create ad
campaigns by using an AI feature called Smart Ads. Smart Ads walk you through the ad creation process and even
do a lot of the work for you. Thanks to Smart Ads, you can have a brand new ad campaign up and running in less
than an hour, even if you have little or no experience creating Google Ads.

9. 70 Percent of Mobile Customers Call Through Mobile Ads

Another interesting statistic is that 70 percent of mobile customers end up calling the business directly through mobile
ads. Integrating the ability to make direct phone calls right from Google searches is very convenient for customers
and very profitable for businesses.

If you haven’t yet experimented with embedded phone numbers in Google Ads, then you should try this out to see if it
leads to more conversions than your regular Google Ads that simply link to your landing pages. By cutting out that
middle step, you just might get more sales.

Investing in Google Ads is a great way to get more customers through your door, literally or figuratively as apposed to
a SEO link building service and authority development….you can get traffic immediately. As you can see, the ROI on
this marketing method makes it a no-brainer. You still need to follow best practices and split test your ads to optimize
them for higher conversions, but the potential results are definitely worth the effort.

What is Pay-Per-Click (PPC)?

Pay-per-click (PPC) is an online advertising model in which an advertiser pays a publisher every time an
advertisement link is “clicked” on. Alternatively, PPC is known as the cost-per-click (CPC) model. The pay-per-click
model is offered primarily by search engines (e.g., Google) and social networks (e.g., Facebook). Google Ads,
Facebook Ads, and Twitter Ads are the most popular platforms for PPC advertising.

 How the PPC Model Works

The pay-per-click model is primarily based on keywords. For example, in search engines, online ads (also known as
sponsored links) only appear when someone searches a keyword related to the product or service being advertised.
Therefore, companies that rely on pay-per-click advertising models research and analyze the keywords most
applicable to their products or services. Investing in relevant keywords can result in a higher number of clicks and,
eventually, higher profits.

The PPC model is considered to be beneficial for both advertisers and publishers. For advertisers, the model is
advantageous because it provides an opportunity to advertise products or services to a specific audience who is
actively searching for related content. In addition, a well-designed PPC advertising campaign allows an advertiser to
save a substantial amount of money as the value of each visit (click) from a potential customer exceeds the cost of
the click paid to a publisher.

For publishers, the pay-per-click model provides a primary revenue stream. Think about Google and Facebook, which
provide free services to their customers (free web searches and social networking). Online companies are able to
monetize their free products using online advertising, particularly the PPC model.

 Pay-Per-Click Models

Commonly, pay-per-click advertising rates are determined using the flat-rate model or the bid-based model.

 1. Flat-rate model

In the flat rate pay-per-click model, an advertiser pays a publisher a fixed fee for each click. Publishers generally keep
a list of different PPC rates that apply to different areas of their website. Note that publishers are generally open to
negotiations regarding the price. A publisher is very likely to lower the fixed price if an advertiser offers a long-term or
a high-value contract.

 2. Bid-based model

In the bid-based model, each advertiser makes a bid with a maximum amount of money they are willing to pay for an
advertising spot. Then, a publisher undertakes an auction using automated tools. An auction is run whenever a visitor
triggers the ad spot.

Note that the winner of an auction is generally determined by the rank, not the total amount, of money offered. The
rank considers both the amount of money offered and the quality of the content offered by an advertiser. Thus, the
relevance of the content is as important as the bid.

What is PPM?
PPM pay for every 1,000 impressions of the ad, regardless of whether they clicked or not.
This is similar to more traditional ads, such as print ads and billboards, and is geared towards visibility and brand
awareness.
Even if the ad is not clicked on, it is still displayed. With strong ad copy and landing pages, even a click through rate
(the percentage of people that click on the ads, out of the people that view it) of 2% equals 20 clicks to the link. Some
advertisers prefer PPM because it is generally cheaper compared to PPC.
Why your google ads not performing

Broad keyword terms

Irrelevant Ads

Low Quality

Poor landing page

2.Google Auction

The process that happens with each Google search to decide which ads will appear for that specific search and in
which order those ads will show on the page (or whether or not any ads will show at all).

 Each time an ad is eligible to appear for a search, it goes through the ad auction. The auction determines
whether or not the ad actually shows and in which ad position it will show on the page.
 Here's how the auction works:
1. When someone searches, the Google Ads system finds all ads whose keywords match that search.
2. From those ads, the system ignores any that aren't eligible, like ads that target a different country
or are disapproved based on a policy violation.
3. Of the remaining ads, only those with a sufficiently high Ad Rank may show. Ad Rank is a
combination of your bid, ad quality, the Ad Rank thresholds, the context of the person's search, and
the expected impact of extensions and other ad formats.

The most important thing to remember is that even if your competition bids higher than you, you can still win a higher
position -- at a lower price -- with highly relevant keywords and ads.

 Since the auction process is repeated for every search on Google, each auction can have potentially
different results depending on the competition at that moment. Therefore it's normal for you to see some
fluctuation in your ad's position on the page and in whether or not your ad shows at all.

Its not necessary if you pay higher amount your ad will show at higher rank it depend upon Ad rank->
quality score->Bidding
3.Quality Score in google ads

Ad rank=Quality Score*Max Bid

If Bid=5

quality score =1

Then

Ad Rank=5*1=5

Suppose quality score is 0.5 then

Adc rank =5*0.5=5

Hence higher quality score and lower bid amount can save your money.
Quality Score?

Here’s what Google says:

“Quality Score is an estimate of the quality of your ads, keywords and landing pages. Higher quality ads can lead to
lower prices and better ad positions.

 You can see your Quality Score (reported on a 1-10 scale) and its components (expected click-through rate,
ad relevance and landing page experience) in the “Keyword Analysis” field of your account.
 The more relevant your ads and landing pages are to the user, the more likely it is that you’ll see higher
Quality Scores.
 Quality Score is an aggregated estimate of your overall performance in ad auctions, and is not used at
auction time to determine Ad Rank.”

– Google

Your Google Ads Quality Score is a value given to a keyword that tells you how relevant Google thinks your
keywords, ads and landing pages are.

Quality Score is ranked out of 10. High scores are good, while low scores are bad.

Why should I care about Quality Scores?

You should care about Quality Scores because better quality ads lead to lower costs per click (CPC) and higher
positioned ads in Google.

This is because Google feels like your ads provide a better experience to their users. So, to improve their service,
they will promote and reward high-quality ads.
 Higher Quality Score = lower cost per click
Lower cost per click = lower cost per conversion
Lower cost per conversion = more money in your budget
All of this helps you reach your ideal target CPA

Don’t believe us? Check out our CPA calculator.

Launch CPA Calculator

Ultimately, you should care about Quality Scores because Google does. If you’re using Google Ads, you’re playing in
their sandpit. You have to play by their rules if you want to see a decent return on your ad investment.

What does a high Quality Score indicate?

A high-quality score indicates that your ads, keywords and landing pages are delivering high-value experiences to
your visitors at every step. From initial search, through to click and conversion, ad campaigns with high Quality
Scores are prized by Google.

In exchange, you get to enjoy lower CPC and more favourable ad positioning. You also have the satisfaction of
knowing that your customer journey is high quality and delivers rewarding experiences.

How can I see my Quality Score?

You can set up your “Keywords view” of your Ad Campaigns to display your Quality Score. This will give you an easy,
top-level view of your performance.

From this view, you can easily see whether you’re making positive or negative changes to your keywords Quality
Score.
How to view Quality Score
1. Click the Campaigns
2. Select the Keywords
3. Click the Columns drop-down menu in the toolbar above the statistics table
4. Select Modify columns
5. Select Quality Score
6. To see the current Quality Score and its component statuses, choose any of the following to add to your
statistics table:
 Qual. Score

 Landing Page Exper.

 Ad Relevance

 Exp. CTR
7. To see past Quality Score and component stats, segment by day and choose any of the following to add to
your statistics table:
 Qual. Score (hist.)

 Landing Page Exper. (hist.)

 Ad Relevance (hist.)

 Exp. CTR
8. Click Apply

What factors affect Quality Score?

There are many factors that affect Quality Score. But the big three are relevance, user experience and expected
click-through rate.

1. Ad relevance
Ad Relevance is the degree to which your ad relates to the keywords you’re targeting. Google Ads rates your
relevance as above average, average or below average.

If your ad relevance is below average it will impact your Quality Score. Below average ad relevance may indicate that
your keywords are either not specific enough or your ad group is too broad.

Top Tip!
Try narrowing down your keyword list by creating ad groups with more closely-knit keywords.

2. Landing Page Experience

Landing Page Experience is pretty much what it sounds like. It’s the same thing that your designers, SEOs and CRO
experts talk about.
Landing Page Experience is all about giving the user a valuable and desired experience on-page, with a view to them
performing converting actions you want them to perform. Google Ads quantifies these experiences in a way that other
digital marketing tools don’t.

Landing Page Experience is measured on conversions, bounce rate, dwell time on page and other user signals. So,
in addition to helping users convert, a good landing page experience is vital for your Quality Score.

This is where you can start to see how these elements all feed into each other. Better landing pages result in higher
Quality Score and Ad Rank. Higher Quality Scores mean lower advertising costs.

A/B testing can help you test different elements of your landing pages to see what works best.

3. Expected click-through rate (CTR)

Expected CTR measures the likelihood that your ads will be clicked when they are shown for a specific keyword.
According to Google themselves,  CTR alone is responsible for as much as 60% of your Quality Score. Just like Ad
Relevance, CTR is judged as being above or below average.

Boost CTR by making the most of your ad extensions.

Other factors that affect Quality Score include:

 Your ad’s CTR

 Geographic performance

 Performance per device

How to improve Quality Score

The best way to improve your Quality Score is to focus on the three core factors and improve each one. So, you’ll be
focusing on improving ad relevance, CTR and on-page user experience.

 Improving ad relevance

Low ad relevance means that your keywords aren’t matching search intent on your on-page content. Spend time
doing in-depth keyword research to discover new, highly relevant keywords.

Don’t forget long-tail keywords! They can provide new opportunities that can contribute to the bulk of your overall
traffic with highly relevant visitors.

Once you have your new keywords, it’s important to allocate them into precise, well-managed ad groups that can be
carefully deployed into specific ad campaigns.
  Boosting CTR

You can’t just fill your ad copy with keywords and proclaim it “good enough”. The best PPC ads use every character
available to create concise, engaging ads that directly appeal to audiences in your ad groups. Make the best use of
ad extensions and visually disruptive elements, such as numbers and symbols.

Your ad copy should, of course, include a call to action. Positive action words stir the reader into taking an action,
while emotive language arouses curiosity. Combined, these elements make for powerful and attractive ads.

Ultimately, the best ad copy is written with a thorough understanding of the audience. Not only are you providing an
offer you know they’ll want, but you’re also talking to them in the way they expect and providing incentives that mean
the most to them.

 Providing a better on-site experience

The first step in providing a high-quality on-site experience is meeting the expectations of the visitor. This means that
the intent of your ad needs to match the content on your page.

To make sure your page delivers on the expectations of your ads, consider adding negative keywords to your
campaigns. These will exclude irrelevant search terms that cause people to click on your ad by mistake and leave,
which will affect your bounce rate.

So, if your ad copy is advertising “Cookies” and hungry searchers click on your ad expecting a tasty treat, they will be
disappointed if your business writes website cookie policies.

Negative keywords can help with that sort of mistake, allowing you to know exactly what people expect when they
land on your page. From there, simply follow the 6 secrets to the perfect PPC landing page:
1. Grab the user’s attention
2. Offer value
3. Display trust
4. Keep it simple
5. Offer one clear path to conversion
6. Test, refine and improve

Effective landing pages have low bounce rates, high dwell time and high conversion rates. They also contribute to
high Quality Scores.

Improve your Quality Score with effective PPC management

Low Quality Scores are often the result of miscommunication between keywords, ad groups, ad copy, and landing
page content. They provide a poor user experience by confusing and misleading visitors. In addition to experiencing
fewer conversions, your ad budgets will suffer too, as CPC costs increase.

A high Quality Score comes naturally when a Google Ads account is considerately and intelligently managed. You
need to make sure that language is consistent from keyword groups through to ads, then on to on-page content,
creating a unified, seamless experience.

As with most things controlled by Google, there is never a definitive answer to improving your PPC performance. But
what we do know is that considering the relevance of your ads in relation to every aspect of the digital marketing
sales funnel will help produce better results.

We understand it takes both time and effort to effectively manage a PPC campaign. That’s why we
offer comprehensive PPC management as part of our digital marketing service. If you want to make the most of your
paid search budgets, speak to us today and see how we can help

4.Types of Google Ads & How to Use Them For Sales

Unless you’ve been living under a rock for the last twenty years, you’ve seen all types of Google Ads without even
realizing it. Perhaps you saw a promotion of a fasting app when reading about weight loss. Or maybe you were
looking for sneakers, and a discount on Google search results led you to buy a pair. These were Google Ads!

While Google Ads may look a little complicated at first, like all seemingly difficult things, Google advertising gets
much easier once you break the process step by step. In this article, we’re doing exactly that.

Our Google Ads 101 will explain:

1. Main Google Ads terms

2. Different types of Google Ads

3. How to use different ad formats to boost sales

All in easy-to-understand language. 

Let’s get into it!

How many types of Google ads are there?

There are 8 different types of ad campaigns with Google Ads:

Search  – Text ads on Google search results

1. Display – Image ads on websites or on Gmail

2. Video – Video ads on YouTube
3. Shopping – Product listings on Google
4. App – Your app promotion on many channels
5. Smart – Simplified automated ads on Google and across the web
 6. Local – Drive customers to a physical location
7. Discovery  – Runs ads across Google’s feeds when they’re open

In this article, we’ll discuss the most important campaigns: search, display, shopping, video, and app. We recommend
starting with them, and, later, if you see the need, you can also try adding more campaigns, such as discovery ads.

 Google Ads: main terms you need to know

Before we get into the types of Google Ads and their best practices, let’s quickly go over the main terms you need to
know to understand how Google advertising works.

 Google Ads
Formerly known as Google AdWords, Google Ads is an advertising service created by Google that lets people
advertise their businesses with ads on Google search results and its network. It’s a pay-per-click (PPC) advertising
solution where advertisers pay per click or impression on an ad.

 Bidding
Google ads work like an auction. If you want to advertise on Google, you need to select a maximum amount of
money (your bid) that you’re willing to pay for a specific action on your ad. Naturally, higher bids get better ad
placements.

 CPC (cost-per-click) – The amount you pay for a click on your ad.

 CPM (cost per mille) – The amount you pay for 1,000 impressions of your ad (times your ad is shown to
people).

 Ad campaign
A set of ads that have the same budget, location targeting, and other settings.

 Keywords
Words or phrases that describe your product or service. Keywords determine when and where your ads can appear,
so choose such keywords that best match your ideal customers’ search intent.

Conversion
When a user performs your wanted action (makes a purchase, signs up to your newsletter, etc.).

As you’ll start running your first ad campaigns, you’ll learn more terms, but for now, these will be sufficient to follow
this article.

Types of Google Ad campaigns & their best practices

Now that you’re familiar with Google Ads basics let’s dive into the five Google ads campaign types and see how you
can use them to advertise your business.
1. Google search ads – attract people looking for your products
Google search ads are text ads that you see on Google search engine results pages (SERPs). Your search ads can
appear either at the top above the organic search results or at the very bottom of the page.

Best used for: Getting in front of people who are ready to buy. 

By targeting keywords with buyer’s intent, you can reach shoppers when they’re searching for the products and
services that you offer. For example, if you’re selling dog beds on your Shopify store, target keywords like “dog beds
cheap,” and you’ll attract people who are looking to buy a dog bed. 

Whether your ad campaign is displayed on the top or the bottom of the SERPs depends on your bid price. The more
you bid, the better visibility you get.

Best practices of Google search ads

Here’s the list of best practices for Google search ads that will help you bring more sales.

1. Write compelling ad copy

Remember, search ads are text ads, there are no visuals attached, so their effectiveness depends on how well you
write them.

Your ad copy should be focused not on the features of your products but on user benefits. Appeal to your potential
buyer’s needs and emotions.

Also, your ad space is limited – make sure you mention the most important thing(s) concisely. Avoid generic phrases
and use specific calls-to-action. 

Image Source

Check our listicle on 50 Powerful Call to Action Phrases for inspiration.

2. Create branded search campaigns
It’s highly recommended to bid on your branded terms, especially if your business is new and you’re not ranking
organically yet. This way, you can ensure your potential customers will easily find you if they want to check you out.

And, even if you already rank on Google organically, it’s still beneficial to run a branded search ad. Grammarly does it
even though it’s a strong, well-established brand.

By bidding on your brand name, you’re taking much more space on the SERPs and increase your chances of getting
traffic. Be smart, be like Grammarly! 

Running a branded search campaign can also help you discover different variations in how your audience is looking
for you on Google. You may come across misspellings or long-tail keyword variations, such as “Grammarly for
technical writing,” that can give you ideas on how to market yourself.

Google ad tip for better ad performance

Don’t just bid on your exact brand name, bid on the specific products you’re selling, too, especially if they’re branded
originally and stand out from other similar products in their niche.
 3. Run competitor search campaigns
Another way to use text ads is to target your competitors’ branded terms. 

Don’t feel bad for doing it – it’s a very common practice. Chances are people searching for your competitors will be
interested in your products, too, so take this opportunity to increase your sales. Plus, if you’re already popular in your
niche, it’s very likely your competitors are already bidding on your branded terms.

4. Create Dynamic search ads

According to Google, 15% of searches on Google are brand new every day. While this gives savvy marketers more
ways to get in front of their target audience, it also makes it harder to keep up with all the relevant keywords for your
brand. 
To save time and make managing keyword lists easier, run dynamic search ads. They offer the easiest way to reach
people who are searching for your products and services on Google. 

Dynamic search ads use the content from your online store to target your ads. 

Image Source

With Dynamic search ads, you don’t need to manage exhausting keyword lists, and you can also fill in the missing
gaps of your usual keyword-based campaigns.

There are a few things to keep in mind:

 Dynamic search ads won’t work very well if your website changes very often (e.g., you update it with
daily deals).

 Dynamic search ads work best for websites with a clear structure. Make sure your HTML titles and other
parts of your web content are well-thought-out since Google will use them to create headlines for your
ads and match with searchers’ queries.

 Your product pages and homepage must be optimized to help Google identify themes and terms on your
website. If your online store has a lot of Flash content, or if people need to sign in to see your site’s
content, you won’t be able to run successful Dynamic search ads.

 Check if your website is accessible by Googlebot. In other words, make sure Google can see the content
on your website. Go to www.google.com, enter your page’s URL, and check if it’s there. See the
example below:

5. Create Responsive search ads

While they may sound similar, responsive search ads are different from dynamic search ads. 

With dynamic ads, the content is pulled from your website and automatically adjusted to create your ads.

Whereas, with responsive ads, the advertiser needs to prepare a list of multiple ad headlines and descriptions for the
same ad. Then, Google Ads automatically mixes and matches them to find the best performing combinations.
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Responsive search ads let you find the best way to match user’s search intent and improve your campaign’s
performance. They also allow you to tailor your ad text based on your customers’ locations and help you reach more
people.

2. Display ads – generate brand awareness 

While search ads are based on text and let you target specific keywords, Display ads are image-based and allow you
to target people who are likely to be interested in your products but aren’t looking for them yet.

Here’s an example of a display ad:

You can usually see display campaigns when you’re browsing your favorite websites. However, they can also appear
on your Gmail account, apps, or videos.

Best used for: Reach your potential clients early in the buying cycle and increase your brand awareness. 
Display ads can help you to introduce your business to specific target audiences who are likely to be interested in
what you’re selling. This way, you can reach more people compared to only using search ads.

Here’s another great example of a Display ad – the brand gets straight to the point:

Image Source

Google Display Network

To show your Display campaigns to relevant people, Google uses the Google Display Network (GDN). 

It’s a network of more than 2 million websites, apps, and videos where your Google Ads can appear. It lets you set
where or when you want your ads to be shown based on features of your ideal audience, such as their age, gender,
or interests.

With Google Display Network, you can reach more than 90% of internet users worldwide. 
Best practices of Google Display ads
Here’s the list of best practices for Google Display ads that will help you raise your brand awareness and get more
people into your marketing funnel.

Image Source

1. Prioritize Responsive Display ads

You can choose between three types of display ads: responsive display ads, Gmail ads, and uploaded image ads.
While all three ad formats are effective and can serve different marketing strategies, Google says that responsive
display ads get the most reach of all types. That’s why we recommend putting more budget into them.

Responsive display ads are automatically adjusted in appearance, size, and format so they could fit all the available
placements on the Google Display Network. 

Image Source
Simply upload your assets, such as images, headlines, descriptions, your logo, or videos, and Google will figure out
the best combination of them and automatically generate your ads.

2. Don’t mix new users with remarketing audiences

Display ads allow for remarketing, which is a great way to remind your website visitors of your products. However,
make sure you exclude people who have already been to your online store or watched one of your YouTube videos
from your new audiences. They are already familiar with your brand and will probably need a different kind of
messaging than people who have never heard of you.

3. Attract people similar to your high-value visitors

You can use your remarketing audiences made from your previous visitors to expand your top-of-the-funnel
audiences (those people who don’t know about you yet). You can take your high-value visitors and use them to find
similar people who are likely to become your customers.

To do it, use a targeting option called “Similar Audiences.” It allows you to get in front of potential customers who
have similar web behavior as people from your remarketing campaign.

3. Video ads – get in front of targeted audience

Since YouTube belongs to Google and also acts like a search engine–only for videos–you can target your potential
customers on YouTube based on what they are watching. And with over 2 billion users worldwide, you have quite an
audience to target!

Your video ad campaigns are placed before, during, or after YouTube videos and in the search results.

Here’s an example of a video game ad that pops up before another video:

Best used for: getting your product or service in front of a relevant audience.

With video ads, you can use demographic targeting and reach your ideal audiences based on age, gender, and
interests.

In-stream video ads have a 5-second timer before people can switch to their intended video or watch the ad for its
entire duration. You have plenty of time to get your message across in either case.

For maximum impact, use this ad format together with display advertising.

Best practices of Google Video ads

Here’s the list of best practices for running Video ads in Google Ads that will help you raise your brand awareness
and get more leads.

1. Create narrow audiences

Remember, if you advertise to everyone, you advertise to no one. To run successful video ad campaigns, create
separate video ads that target ultra-specific keywords, topics, or demographics. This way, you’ll have ads that are
genuinely relevant to your target audiences, and they’ll be more likely to get into your marketing funnel.

2. Keep your ad short 

Ad play rates drop off significantly after 45 seconds, so make sure to deliver your most important messages early in
the video. 

3. Be direct with your messaging

Because your video ad may be your only communication with YouTube viewers, be direct about what your business
offers. Provide your target audience with clear next steps to take after watching the video. For example, you could
encourage them to make a purchase or visit your website for more information.

4. Use advanced campaign settings

Optimize your video ads with advanced campaign settings. For example, you can set your ads to run during certain
hours or days of the week when you’re most likely to reach your target audience. You can also set a frequency cap to
limit the number of times your ads appear on YouTube or partners on the Google Display Network to avoid ad
fatigue.

4. Shopping ads – advertise to shoppers ready to buy

Google Shopping Ads are product-based ads. They’re displayed specifically for product searches on Google.

Unlike regular search ads, Shopping ads show an image of a product along with its product title, price, store name,
and reviews. Essentially, they provide shoppers with important product information before they even visit an online
store.

Best used for: Boost traffic to your e-commerce store and increase sales.
There are three types of Shopping campaigns:

1. Product Shopping ad. These are created using the product data provided in your Google Merchant
Center account.
2. Showcase Shopping ad. These can be made by grouping together a variety of similar products.
Customers will be able to compare a few of your products and choose the best one. This allows people
to explore your inventory without even going to your store.
3. Local Inventory Shopping ad. These ads are useful if you have a physical store. They use product
feed data from your local inventory to display your products from a physical store to nearby Google
shoppers.
Best practices of Google Shopping ads
Here’s the list of best practices for running Google Shopping ads to boost sales.

1. Your product details should be keyword-rich

Google will use your product data to determine whether your products match a search query by a potential shopper.
Make sure your product titles and descriptions contain keywords that describe your products the best.
 2. Always double-check your product info
If your prices are not 100% accurate, Google won’t show your product ads, especially if you have different
international currencies. Make sure you have a foolproof process to update your product info, pricing change, and
availability.

You can check your product info manually, for example, using Google spreadsheets. However, if you have a lot of
products, it may be wiser to look for specialized software. This way, you’ll save time and be sure that your product
data feed is correct.

3. Use high-quality images

Product images can be the leading factor in your ad campaign’s success, so take good care of them. They should be
of high quality and taken in a clear background.

Check our article on 7 Great Benefits of Google Shopping Ads for more info on how Shopping campaigns can benefit
your business.

5. App Ad campaigns – increase your app installs

Have a mobile app for your business? With Google Ads, you can promote it with app campaigns across Google’s
largest properties, including Google Play, YouTube, Search, and the Google Display Network.

Best used for: Creating ads to promote your app install or take a specific action within it.
Unlike other ad types on Google Ads, you don’t need to create individual ads for App campaigns. Instead, your ads
are automatically designed for you! 

Provide some text, a starting bid, and a budget, as well as the languages and locations for your campaign. You can
also add some HTML5 assets if they’re relevant to your business. Then, Google Ads will adapt this info for a range of
ads across various formats and networks.

Best practices of Google App ad campaigns

Here’s the list of best practices for running Google App campaigns to get more potential customers.

1. Give Google time to optimize your ads

When your ad campaigns are not bringing you the results you were expecting, you might feel tempted to adjust the
budget or stop the ad. However, don’t rush into any decisions if your ads have only been running for a few days. Let
Google Ads run your campaign for at least 7 days to let it optimize your ad creatives, placements, and bids before
you make any decisions. 

If you do need to make some changes, make sure they’re small enough not to reset Google’s machine learning.

2. Upload diverse assets 

Google recommends providing at least one landscape image, one portrait video, and one landscape video. They will
then test different asset combinations and run ads that are performing the best more often.
BONUS: Discovery ad campaigns
Discovery ads is a new type of Google ads that lets you reach up to 3 billion customers across Discover, YouTube
Home, and Watch Next feeds, as well as the Gmail promotions and Social tabs using a single campaign. 

These ads are somewhat similar to Display ads as they allow you to tell your brand’s story visually and let you target
people who are likely to be interested in your products or services. Use Discovery ads to increase your brand
awareness.

How to start running Google ads for my Shopify store?

If you have a Shopify store, you can go two ways: one is traditional, another one is easy. Let’s quickly go over them
both.

1. Create your first ad campaign yourself

First things first, you need to create your ad account. Follow the instructions on this page and come back once you’re
done.
Have your account ready? Good! Now, let’s see how to create your first campaign:

1. Go to your Google Ads account.

2. Click Campaigns (it’s on the left-side menu).
3. You’ll see a plus button – click on it and select New campaign. 
4. Then, choose a goal for your campaign. If none of the goals fit, you can also create a campaign without
it.

5. Select your campaign type.

6. Choose a campaign subtype if there’s one.

7. You’ll have to select your settings, set up ad groups, and create your ads. Check this page to get
instructions for each ad type.
8. Run Google Ads on Autopilot
If you don’t want to spend hours watching tutorials on Google advertising (or reading articles like this one),
try automated Google ads!
With sixads, you simply need to select the products you want to advertise and approve personalized ad visuals,
targeting, and text. Your ad setup will only take a couple of minutes. You’ll save yourself lots of valuable time that you
can spend scaling your business.

Key Takeaways 
Congrats – you’ve read everything you need to know about Google Ads to run your first ad campaign! With multiple
campaign types available, you should be able to choose the right ad format for your business. Here are a few key
takeaways to help you create your first ad:

 Your website needs to be crawlable by Google. Your landing pages need to have proper product titles
and descriptions so Googlebot could take the correct information for ad creation.
  Dynamic Search ads are a great option if you don’t have a lot of time – they make managing keyword
lists much easier.

 Responsive display ads get the most reach of all ad types.

 Shopping ads are effective, but they can be a bit expensive. You may need to edit them a lot before
you’ll find products that perform well enough that their ad costs are worth it.

 Keywords that target the bottom of your sales funnel bring the best results. For example, a keyword like
“sneakers” is not a good one – it’s way too broad and doesn’t have a clear buyer’s intent. But a keyword
like “Chuck Taylor All Star 70” will get you sales as it targets people who know exactly what kind of
sneakers they’re looking for.

Finally, it’s highly advised to use Google Analytics to see how well your ads are performing. If you don’t have Google
Analytics yet, or you feel completely lost when you open it, check our super easy guide on Google Analytics for
Shopify stores.

FAQ

What are the main Google Ads campaign types?

You can choose from five different types of ad campaigns with Google Ads: 
 Search (text ads on Google search results);

 Display (image ads on websites);

 Video (video ads on YouTube);

 Shopping (product listings on Google);

 App (your app promotion on many channels).

Which Google Ads type is the best?
Which type of Google Ads is the best for you depends on what you want to achieve. For example, if your goal is
sales, then your best choice is either Search or Shopping campaign type as they will allow you to target people
looking to buy your products or services. However, if you want to increase your brand awareness, go for Display or
video ads for their visual nature and the possibility to target people based on their interests and demographic criteria.

Are Google Ads worth it?

Yes. Google is one of the most visited websites worldwide, and its ads can reach up to 90% of its users. With the
right keywords and targeting, you can get in front of millions of shoppers looking for products that you have in your
store.

5.Structure of Google Ads Campaign

Google ads campaign Contains generally three levels

Select campaign Setting

Set up ad groups

Create Ads

Confirmation

Before you create more ads, you should understand the three-layer design of Google Ads. Understanding the
relationship between these layers of your account will help you organize your ads, keywords, and ad groups into
effective campaigns that target the right audience.

This article explains how the elements in your account are organized.

How Google Ads is organized

Google Ads is organized into three layers: account, campaigns, and ad groups.

1. Your account is associated with a unique email address, password, and billing information.
2. Your campaigns have their own budget and settings that determine where your ads appear.

3. Your ad groups contain a set of similar ads and keywords.

6.Google ads Keyword match types

Google Ads Match Types: What Are Keyword Match Types?

When bidding on a keyword in your PPC campaigns, you need to choose a keyword match type, which tells Google
how aggressively or restrictively you want it to match your advertisements to user queries. There are three different
keyword match types to choose from when advertising with Google Ads:

1. Broad match

2. Phrase match

3. Exact match
In this quick tutorial, you’ll learn the three keyword match types available in Google advertising and how they differ,
as well as why keyword match types are important to the success of your PPC ad campaigns.

What are the keyword match types?

When creating a text ad in your PPC campaign, you can select broad match, phrase match, or exact match for
your keyword match type. Each match type in your Google Ads account has its advantages and disadvantages.

 Broad match type

Broad match is the default match type and the one that reaches the widest audience. When using broad match, your
ad is eligible to appear whenever a user’s search query includes any word in your key phrase, in any order. For
example, if you use broad match on “luxury car,” your ad might be displayed if a user types “luxury cars,” “fast cars,”
or “luxury apartments.” Google may also match your ad to queries using synonyms – for example, your ad might
display when someone searches for “expensive vehicles,” which doesn’t include any of the terms in your keyword.
Again, since broad match is the default match type, it’s important to be very careful. Broad match keywords are a
great way to drive lots of clicks, but advertisers need to keep a close eye on their search query reports to ensure that
they’re not paying for irrelevant traffic that doesn’t convert.
You can set up negative keywords to help prevent your ad from showing on searches that aren’t related to your
business. For more information on negative keywords, get our free Guide to Controlling Costs with Negative
Keywords.

 Phrase match type

Phrase match offers some of the versatility of broad match, but with a higher level of control. Your ad will only appear
when a user queries your key phrase using your keywords in the exact order you enter them, but there might be other
words either before or after that phrase.
In 2019, Google expanded phrase match to include queries containing synonyms, plurals, or close variants of your
keyword. So if you are targeting “lawn mowing service” as your key phrase, in addition to showing for lawn mowing
service prices, it could now also show for grass cutting services near me. And in addition to showing for seasonal
lawn mowing service rates, it could now also show for local lawn cutting services.

In 2021, Google retired modified broad match and absorbed it into phrase match. This means that phrase match
keywords will match to more queries. So if your phrase match keyword is “holidays in zambia,” your ad could show
for holiday spots in zambia. Here are some examples Google provides:

 Exact match type

Exact match is the most specific and restrictive of the keyword match types. In previous years, with this match type,
users would only see your ad when they typed your exact keyword phrase by itself. For example, if your keyword
phrase was “black cocktail dress,” your ad would only be eligible to show up when a user searched for “black cocktail
dress” (those words in that exact order) and not for “cocktail dress,” “black dress” or “expensive black cocktail dress.”
However, Google has recently made changes to the exact match type so that even when using exact match
keywords, your ads might match to searches containing synonyms, plurals, or other variations on your
keyword. Learn more about these changes in this article.

On the plus side, users who click on your ad when searching for that exact phrase are more likely to be interested in
your product or service, so using exact match can reduce unwanted costs and keep conversion rates high. On the
down side, you will have less traffic as a result of your restrictions, because these more specific search queries have
lower search volume, and you won’t get as many overall impressions. Like phrase match, exact match has also been
updated to include synonyms and close variants, so you do have a bit more flexibility now with this match type.

 How do match types affect your search ad results?

Match types can have a major impact on your account’s performance: they’re the control you use to
determine exactly which search queries you’re bidding on. As you determine which match types to use for
each keyword, there are a few key components to consider:

 Performance to Date — How a keyword or similar keywords have performed can give you insights into
which match type will provide the best return on your investment.
 Competitors — How your competitors bid on certain terms and structure their own accounts, as well as how
their accounts have performed historically will all impact the return you see from certain match types.
 Bids — Cost per click and cost per conversion are heavily impacted by bids – often advertisers employ
various methodologies for manipulating bids and frequently bid more or less aggressively based on the
match type – this can strongly influence which match type is most appropriate.
 Ad Text & Account Structure — Many advertisers will break out a “money” keyword and run it on broad,
phrase and exact match types – perhaps even segmenting those match types out and writing specific ads
for each. The way an advertiser structures an account can also have a massive impact on performance for
different match types.
Choosing the right match types is crucial because it allows you to reach your target audience while avoiding
unnecessary spend on irrelevant clicks.

The first step, of course, is to have relevant keywords to begin with! Use our Free Keyword Tool to find the best
keywords to target with your ads.
8.Negative keywords

To provide a comprehensive and consolidated view of your content targeting and make content targeting
management and optimization simpler, you’ll see the following improvements in Google Ads:

All types of content targeting will be found under “Content” in the side navigation

  “Topics”, “Placements”, “Display and Video Keywords” and “Exclusions” for all types of content targeting are
now categorized under the “Content” tab in the side navigation menu. For “Exclusions”, click the drop-down

arrow   to the right of the term “Exclusions” to select exclusions for topics, placements, or Display and
Video keywords.

Negative keywords let you exclude search terms from your campaigns and help you focus on only the keywords that
matter to your customers. Better targeting can put your ad in front of interested users and increase your return on
investment (ROI).

This article explains how negative keywords work and when they might be useful. You can then learn more about
how to Add negative keywords to campaigns.

How they work

One key to a highly targeted campaign is choosing what not to target.

When selecting negative keywords for search campaigns, look for search terms that are similar to your keywords, but
might cater to customers searching for a different product. For example, let's say you're an optometrist who sells
eyeglasses. In this case, you may want to add negative keywords for search terms like “wine glasses” and "drinking
glasses."

Negative keywords won’t match to close variants or other expansions. For example, if you exclude the negative broad
match keyword flowers, ads won’t be eligible to serve when a user searches red flowers, but can serve if a user
searches for red flower.

If you’re using Display or Video campaigns, negative keywords can help you avoid targeting unrelated sites or videos,
but keep in mind that negative keywords work differently for Display and Video campaigns than they do for search.
Depending on the other keywords or targeting methods in your ad group, some places where your ad appears may
occasionally contain excluded terms. For Display and Video ads, a maximum of 5,000 negative keywords is
considered. You can also avoid targeting unrelated sites or videos by implementing site category options and content
exclusions.
  Types of negative keywords

For search campaigns, you can use broad match, phrase match, or exact match negative keywords. However, these
negative match types work differently than their positive counterparts. The main difference is that you'll need to add
synonyms, singular or plural versions, misspellings, and other close variations if you want to exclude them.

For Display campaigns, a set of negative keywords will be excluded as an exact topic. Ads won’t show on a page
even if the exact keywords or phrase are not on the page explicitly, but the topic of the content is strongly related to
the excluded set of negative keywords.

For example, a set of negative keywords like "women’s pants" would block bidding on a page with content about
women’s jeans, even if the exact phrase "women’s pants" did not appear on the page. However, we would not
generalize beyond the concept of women’s pants to other kinds of women’s bottoms (i.e. skirts) or men’s slacks. This
is different from how we would treat a positive keyword, e.g. shoes, which we would also match to a broader category
like footwear.

 Negative broad match

This type is the default for your negative keywords. For negative broad match keywords, your ad won't show if the
search contains all your negative keyword terms, even if the terms are in a different order. Your ad may still show if
the search contains only some of your keyword terms.

Example

Negative broad match keyword: running shoes

Search Could an ad show?

blue tennis shoes

running shoe

blue running
shoes

shoes running

running shoes
Negative phrase match

For negative phrase match keywords, your ad won't show if the search contains the exact keyword terms in the same
order. The search may include additional words, but the ad won't show as long as all the keyword terms are included
in the search in the same order. The search may also include additional characters to a word and the ad will show
even when the rest of the keyword terms are included in the search in the same order.

Example

Negative phrase match keyword: "running shoes"

Search Could an ad show?

blue tennis shoes

running shoe

blue running
shoes

shoes running

running shoes

 Negative exact match

For negative exact match keywords, your ad won't show if the search contains the exact keyword terms, in the same
order, without extra words. Your ad may still show if the search contains the keyword terms with additional words.

Example

Negative exact match keyword: [running shoes]

Search Could an ad show?

blue tennis shoes

running shoe

blue running
shoes
shoes running

running shoes

Symbols in negative keywords

You can use three symbols, ampersands (&), accent marks (á), and asterisks (*) in your negative keywords. Negative
keywords with accent marks are considered two different negative keywords, like sidewalk cafe and sidewalk café.
Similarly, “socks & shoes” is different than “socks and shoes”.

Here are some of the symbols that our system doesn't recognize:

 Ignored symbols: You can add periods (.) to your negative keywords, but these will be ignored. That means
the keywords Fifth Ave. and Fifth Ave, for example, are considered identical negative keywords. If you add
pluses (+) to your negative keywords they will usually be ignored (for example blue+car), however in some
cases if a + is at the end of a word (for example C++) it will not be ignored.
 Invalid symbols: You'll get an error message if you add negative keywords that contain certain symbols.
Some of the symbols that can't be used in your negative keywords are: , ! @ % ^ () = {} ; ~ ` <> ? \ |.
 Site and search operators: The "site:" operator will be removed from your negative keywords. That means if
you add the negative keyword [site:www.example.com dark chocolate], it’ll be considered the same as [dark
chocolate]. Search operators will also be ignored. For example, if you add the search operator "OR" to the
negative keyword dark chocolate, like “OR dark chocolate,” the "OR" command will be ignored and your
negative keyword will be just dark chocolate.
 Other search operators: Adding a minus (-) operator to the front of a keyword will cause this keyword to be
ignored for negative keyword matching. For example, if you have a negative keyword “dark -chocolate”, it’ll
be considered the same as just “dark”.

Keep in mind

 Choose your negative keywords carefully. If you use too many negative keywords, your ads might reach
fewer customers.
 Negative keywords do not match to close variants so your ad might still show on searches or pages that
contain close variations of your negative keyword terms.
 There’s no negative broad match modifier match type.

 Your ad might still show when someone searches for a phrase that's longer than 16 words, and your
negative keyword follows that 16th word. Let's say your negative keyword is "discount." Your ad can show
when someone searches for "nice clean hotel rooms or bed and breakfast rentals in Los Angeles CA close
to beach discount" because your negative keyword is the 17th word in the phrase. On the other hand, we
won't show your ad when someone searches for "nice clean hotel rooms or bed and breakfast rentals in Los
Angeles close to beach discount" because your negative keyword is the 16th word in the phrase.
7.Google Ads interface

First switch to expert modeb through gmail address

On first look, you’ll notice the mobile friendly feel, which makes sense given that mobile searches overtook desktop
searches in October 2016. Google has dubbed this design as “Material Design”, which you may be familiar with from
Maps, Search and Gmail - so it’s nothing new, basically.

Image Credit

More specifically, it’s a lot more layered in regards to navigation, with many features now being nestled under
relevant sections - both a godsend and a frustration right now.

What are the benefits of the new Google AdWords interface?

Like any change, there’s the benefits but also the drawbacks, and given it’s still in its early stages - let’s focus on the
positives.  

The new experience is a lot quicker, responsive, comes packed with some new toys and has exclusive features to
play around with, which are.. 

1. Overview Page
As shown above, you can not only report a lot easier but customise this page to show the metrics that matter to you,
at first glance.

2. Bid Adjustments for Calls

If you find yourself being a lead focused advertiser, you may wish to now implement bid adjustment on your call
extensions to ensure they are the most prioritised extension within your account and auction. Make sure it’s getting
maximum exposure.
3. Showcase Shopping Ads
Another welcome addition to the set, is the ‘Showcase Shopping Ads’ which are essentially Shopping ads that don’t
necessarily promote a single product, but a range of them.

The introduction allows retailers to better utilise spend on those searchers who are in the consideration stage of their
journey, rather than forcing a particular product which may not be ideal for them.

4. Audience manager
Further options only exclusive to the Display or Search Audience Lists are now available in their counterparts.

5. Promotion extensions
Perhaps my favourite of the bunch is the NEW promotion extensions. Once only possible within the Google Merchant
Centre, can now be used with Google Search Network ads that can be applied account wide or campaign/ad group
specific.
You can set a promotion period, a code to unlock the discount, and even highlight the offer within your ads for
increased emphasis. Hopefully click-throughs for top-page positions will see a significant increase.

6. Account Shortcuts
The new adwords experience has also brought great user experience with it’s introduction of account shortcuts. If
you’re in accounts day-in and day-out then accidentally clicking the wrong option when your muscle memory begins
to kick in is a big drawback. However, for the first time ever, you can navigate AdWords with just a trusty keyboard at
your side.
Whilst the interface may be daunting, you may never have to even navigate it with the above shortcuts. Game-
changer.

7. Targeting Household Income in Search Campaigns

In a bid to become the complete package when it comes to online advertising, Google has introduced a feature that
was only possible with it’s Display Network, Household Income.

This feature was commonly associated with the Display Network and other platforms such as Facebook, which often
came under scrutiny given the conversion likelihood being higher with Search Network campaigns rather than Display
Network.

This feature is within the “Demographics” tab and then “Household Income”, where you can then apply bid
adjustments on those groups best likely to resonate with your ads.

Are some of my Features missing from Google AdWords?

1.Display Planner (retired)

The Display Planner has now been discontinued by Google in favour of the forecasts offered when creating Display
Campaigns.

2. Dimensions Tab Reports (changed)

The Dimensions Tab is now known as “Predefined reports” and is under the graph icon in the top right of your
account.

3. Total Conversion Value (changed)

Don’t fear, you can still track your total revenue - it’s just now known as “conversion value” or “Conv. value” in the
columns menu.
4. Audience Targeting Types (changed)
When looking into audience remarketing, “Target & Bid” technique is now known as “Targeting”, whereas “Bid only” is
now known as “Observations”.

5. The options dropdown (changed)

Remember that gear icon? Well it’s now the 3 dot icon in the top right of your account, where you’ll find conversions,
Google Analytics and the Shared Library features.

o When did Google AdWords change?

Believe it or not, the new AdWords experience (as it’s dubbed) has been in the process of rolling out for over a year
now, since it’s initial announcement back on March 28th, 2016.

It’s only recently that the Alpha began rolling out, precisely in January this year. Prior to that, all AdWords accounts
will have access towards the end of 2017, as the final features are being put in place.

o What did Google say?

Jerry Dischler, from Google, announced the new UI with the premise that the shift of how people are finding what
they want, and when they want it, is changing at a rapid rate. The change comes in response to that as we head into
a “mobile first” world, attribution becoming ever vital as the customer journey is shifting.

o Beginners Guide to The New Adwords Interface

How do I use the Overview Tab?

The ‘Overview’ tab is an Account Manager’s dream come true (yes, it’s completely normal to dream about PPC ...at
least that’s what I’m telling myself) and allows for once a mundane series of account diving and delving, to now all
being summed up on one screen

Need to know where your top ad views are coming from? There’s a geographical touch map for that:
Need to know what keywords are driving spend? There’s a ranked and already sorted table for that:

Need to know what ad is being shown the most? There’s a heavy breakdown for that:
On behalf of advertisers everywhere; we’re proud of you, Google.

via GIPHY

How do I view my Campaigns & Keywords?

You may be panicking right now with such a big navigational switch occurring, questions circling around your head at
an alarming rate, such as “are my ads still live?!” to “how much is adwords costing me?”; however, fear not, because
everything is as you left it.  

You can go about your everyday tasks by accessing the the left-hand sidebar and heading to the “Campaigns”, “Ad
Groups”, or “Ads & Extensions” area.
And from there, it’s pretty straight forward as shown below. Panic averted.

How do I get started on the new Google AdWords interface?

The change has brought bigger emphasis on the ‘opportunities’ tab that was both underwhelming and underused in
the old layout by many advertisers. Google’s taken that and remodelled the entire look so you no longer get constant,
intrusive pop-ups in your top right.
You can access this dashboard by heading to “Opportunities” and then everything is split into a ‘before vs after’ style.

Not only does it provide a sense of direction, but it’s really indicative of account health and much easier than ever
before to improve overall efficiencies.

o Advanced Guide to The New Adwords Interface

How do I export reports in the interface?

This was once as straight-forward as selecting a campaign and pressing “download”. Now, there’s a couple of more
steps to get that precious .csv file. Simply head to the view you wish to download, and you’ll find this feature under
the options dropdown:
How do I segment down performance?
If you’re looking to find out how your performance breaks down by hour, day or even device, you’ll now find the
circular “segment” menu.

How do I manage my automation?

What once was the “Shared Library” is now just a memory, all of these options have been moved under the “options”
menu. Under “Bulk Actions” you should find rules, scripts, upload, and even a synchronized sigh of relief from your
PPC team.
Once a lynchpin in the old layout, it now looks incredibly reminiscent of Facebook’s Ad Manager. Awkward.

How do I view my paused campaigns?

This is an odd one, Google has made this change which I believe is incredibly frustrating for even the most advanced
users. A once simple feature is now hidden away, and even still confusing to use the feature.

By default, you will only see your “active” campaigns, in order to view your pause campaigns for measurement or re-
enabling, you will have to access the “campaigns” view and use the “3 dot” menu, as shown below:

How do I edit my ads in a particular ad group?

In a strange turn of events you can no longer edit ads by clicking through Campaigns then to the retrospective ad
group, like once was the case. Instead, you now have to utilise the “Ads & Extensions” area.
From there, select the huge blue plus icon to create a new ad, and select the relevant ad group you wish to apply it to
via the “select an ad group” option.
How do I add further columns?
You’d think this would be in the beginners section, wouldn’t you? But believe it or not, it took me a good couple of
minutes to learn that a rectangle now indicates “columns” in your interface.

You can access the columns menu by clicking this icon:

Then, the (AdWords) world is your oyster in terms of what metrics are valuable to you.

But, I REALLY do not like it

Find yourself saying that? You’re not alone, there’s been uproar in the AdWords hemisphere with many preferring the
old look after a number of features have been left out or changed entirely.

If you wish to go back to the tried-and-tested version you can by heading to the new options menu, indicated by the
“...” icon and selecting “Revert to old AdWords”.

8.How to Create a Google Search Ad Campaign (for Beginners)

So, you're here because you'd like to learn how to create a Google Search Ad campaign. You might have never done
it before and you want to be well informed before you throw yourself straight in there.  And rightfully so - it could all
seem a bit complicated at first. Don't worry though! In this blog, we'll be taking you through everything you need to
know!

If you’re looking for a way to easily create Google Search ads, you’re at the right place! By using The Next
Ad’s Google Search Autopilot, creating such campaigns will be a piece of cake.

Really – you’ll discover that you won’t need any prior experience or expertise to effectively use the tool. With our
Google Search Autopilot, your first Google Search Ad campaign could be up and running within minutes!

In this article, we’ll be walking you through the steps of setting up a Google Search Ad campaign and we’ll be doing a
little deep-dive into some of the most important aspects of creating such campaigns. Don’t worry though, we won’t
make it difficult at all and after reading this you’ll be ready to go!

In this blog, you’ll learn:

First, some of the basics:

  What The Next Ad’s Google Search Autopilot is

 What a Google Search Ad is

 Steps to create a Google Search Ad:

 Step 1 – Creating a Campaign

 Step 2 – Business & Audience

 Step 3 – Writing Your Ad

 Step 4 – Determining Your Budget

 Step 5 – Review Your Ad Settings

 What is The Next Ad’s Google Search Autopilot?

Let’s briefly go over our Google Search Autopilot tool, before we go into all of the other stuff. 

The Next Ad’s Google Search Autopilot is a tool, created with small and medium-sized business owners in mind, that
enables users to easily create and run Google Search Ads online. We’ve focused on eliminating all of the confusing
and difficult functions Google Ads Manager shows, to provide a clean and user-friendly interface for our users. 

Within only 4 simple steps, you’ll be able to have your Google Search ads live in less than no time. And the best
thing? Up to an advertising spend of €500 per month, you’ll be able to use our Google Search Autopilot completely
for free! Pretty cool, no?

So, now that you know what our Google Search Autopilot is, let’s digress. 

 
  What is a Google Search Ad?

Since we are starting from the absolute bare beginnings, it’s good to have a clear understanding of what Google
Search Ads actually are.

A Google Search Ad is a type of advertisement that appears on Google’s search engine results pages after someone
‘Googles’ for a specific search term. 

Let’s imagine we’re looking to have a nice dinner at an Italian restaurant tonight. What do we do? We hop onto
Google and type in the search query: ‘Italian restaurants Amsterdam’ and press enter. If all goes well, we’ll be taken
to a page that shows us an X amount of results related to our search query.

Now, the first results on that page are showing Google Search Ads, as you can see from the image below. These
usually show above the organic results and provide helpful info that matches the search. And chances are big that
you’ve probably already seen them before. You can recognise them from the small tag that says “ad” on them.

In addition to this, these (ad) results are most likely followed by a map that will show some additional restaurants and
ultimately, there are organic search results. These match their search but aren’t paid ads. 
  What’s the point of running Google Search Ads?

Good question, easy answer: By running Google Search Ads, you’ll be able to help your business stand out from the
search results and get noticed by people who might be searching for your product or service. 

Now consider this for a second, if you are looking to buy, to find or to learn something, what will you do? Yes! Most
likely, you’ll go to google and find whatever you were looking for. 

How many times have you used Google to search for something? That’s right, we do it almost daily. So if someone is
out there looking for your business, you’ll want to make sure that they are able to find you quickly!

 How to create a Google Search Ad

Cool, we’re ready to learn how we can put together a simple but effective Google Search Ad for our business.
Because our Google Search Autopilot tool is possibly the easiest way to do it (and free), I’m going to take you
through the steps within the platform. 

Before being able to create any campaigns, however, you’ll first need to create a Google Ads account. Once you’ve
done this, you can sign in and connect your account to the Google Search Autopilot and you’re ready to go.

Not yet ready to work within the tool? Not a problem, the deep-dive information applies to the creation of Search Ads
in general!

Step 1 – Creating a campaign

The first step, once you enter the Autopilot, is to click on the button ‘Create campaign’. 

Starting off fairly easy, no? 

Step 2 – Business & Audience

Now a new screen has opened. Here you’ll need to fill out the URL of your website or the specific page you want to
link your ad to, select in which physical location you want your ad to be shown and in which language you want to
advertise in. Still, pretty basic stuff.

In the last field, you are required to give at least 1 keyword to create your campaign. But what are keywords and how
do you know which ones to choose? Let’s go over it! 

How to choose the right keywords for your Google Search Ad

Think of keywords as word-triggers for your ad to show up in someone’s Google results. As people search for things
on Google, you can target those searches using keywords. They give you the opportunity to present your ad as one
of their top results.

Your keywords should match the terms your potential customers would use to find your products or services. 

Here are some tips for choosing the right keywords, as advised by Google:

1. Think like a customer when creating your list

Start out with writing down some of the main categories under which your business fall. Once you’ve done this, write
down some terms that would fall under each of these main categories. These could also be phrases or words that
your potential customer would use to describe your product or service. 

For example
If you’re selling nice hats, the main categories that you might write down could be something like ‘women’s hats’ or
‘men’s hats’. Now under these categories, you might want to write down ‘women’s athletic hats’ or ‘men’s vintage
hats’. Expand this list further by including your brand and specific product names as well!

2. To target specific customers, select specific keywords

Do you have a business in which you can offer a specific product or service? Be sure to include more defined
keywords that will allow you to target customers who might be explicitly looking for something your offering. 

Though you should keep in mind that if you are using keywords that may be too specific, you might not reach as
many people as you would’ve liked to.

For example
Again, if you are selling hats, you might choose to use keywords like ‘men’s skiing hats’ or ‘kids’ swimming caps’ etc.
By doing so, your ad is able to show up when someone is searching for these types of hats, but it might also show up
when someone is searching for winter sport-related terms. 

3. Reach more people by selecting general keywords

If you are just looking for a way to reach as many people as possible, you could select keywords that are more
general. You should know, however, that in this way, you are making it harder to reach people that are actually
interested in your products or services. This is because of the fact that your ad now also appears on search results
that are less related to your business. 

In addition to this, the competition for these keywords might be higher than for keywords that are more specific. With
competition, we mean the number of other businesses that are using the same keywords in their Search Ads. If the
competition for a keyword is high, the cost of advertising on such a search query goes up as well. 

For example
You guessed it – we’re still selling hats. As a general keyword, we could opt to go just ‘hats’. If people are now
searching for any type of hat or things related to that, our ad could be coming up in their results. 

4. Consider close variants

Within The Next Ad’s Google Search Autopilot, you can also put in terms like ‘Women’s hats’ and click on the option
to Exactly match, Broadly match or to Phrase match these keywords. Using Broadly Match or Phrase
match would allow you to target people who are using search terms that are closely related variations of your
keywords. 

You should know, however, that when you are using close variations of the keywords, it’s not guaranteed that your
search ad will show up every time someone searches for a variation of your keyword. 

5. Let our Google Search Autopilot help you to pick keywords that are relevant for your business

Yes, you’ve read that correctly!

Once you enter the URL of your business’ website, our Google Search Autopilot will give you a list of suggested
keywords you could use for your search ad, based on terms on your website. Pretty cool, right?

Step 3 – Writing your ad

Great, so now that you’ve filled out all of the fields in the previous step (website URL, location and ad language), we
can move onto the next step: Writing a compelling text for your ad! This is your chance to highlight the products and
services you offer and to show what makes your business unique. 
Since we went to all of the trouble (or not) to find the correct keywords for your search ad, it’s only logical that the text
that we write (your ad copy) does, in fact, correlate with these keywords.

On the next page of the Autopilot, you’ll be able to write all of the text for your ad copy in 3 steps. 

1. Provide headlines that uniquely capture what your business offers (max 90 characters)

People are most likely to notice your headline text, so consider including words that people may have entered in their
Google search and the keywords you have chosen in the previous step. Your text can consist of two or three
headlines where you can enter up to 30 characters each to promote your product or service. 

By default, the headlines are separated by a vertical pipe (  | ). Be aware though, it’s possible that these show
differently based on the device someone is using when your ad shows up. 

If you are creating an ad to advertise just your business as a whole, you should write a text that applies to your
entire shop or service offering. In this case, you’ll want to avoid talking about only one specific product or aspect only
and rather focus on your business in a more general fashion.

If you are creating a search ad for a specific service or product you offer, then you should focus on that and
provide more distinct information. 

2. Write a short and powerful description (max 180 characters)

Use the description fields to highlight details about your product or service. It’s a good idea to include a “call to
action”—the action you want your customer to take. If you’re an online store, your description might include “Shop
now” or “Buy … now.” If you offer a service, you might want to add something like “Get a quote” or “See pricing.”

3. Check what your search ad would look like for desktop and mobile users

Always make sure your ad looks and reads correctly for both people that will see your ad on their computers as well
as their mobile devices. 
  How to write a great text for your ad copy

The main purpose of your Search Ad is to reach potential customers in an effective way. In order to do so, it’s
important that your ad copies are specific, appealing and relevant. To help you write successful ad copies for your
search ads, here are some of the best practices you should follow and some common mistakes you should avoid.

1. Focus on your Unique Selling Points (USPs)

Advertising online can be highly competitive. In order to stand out from the crowd, it’s good to highlight what makes
your business unique to convince people why they should click on your ad and buy from your business. Are you
currently offering some amazing deals or limited discounts? Do you offer free or next day delivery? Exclusive items?
These are some great points to mention in your ad copy!
2. Encourage people to take action

People are on Google because they are looking for something. If they come across your ad, it’s crucial that they can
tell in a single glance what it is you are offering. 

If you are selling something, tell them what they can buy. If you are providing a service, let people know how they can
get in touch with you. This is where Calls To Action (CTAs) come into play. Calls to action like purchase, call
today, order, browse, sign up, or get a quote make clear what the next steps are.

3. Make sure your ad corresponds with the link

Double-check if the promotions or products that you are offering in your ad correspond with whatever is shown on the
page (landing page) that you are linking to from your ad. If people can’t find what they were expecting from the ad,
chances are big that they will leave your website without taking any actions.

4. Take mobile users into account

Think about creating ads that are dedicated to people on mobile devices. You could, for instance, use your website’s
mobile version as a landing page and offer promotions geared towards mobile users. You should also keep in mind
that your mobile Search Ad may show up differently than your Search Ads that are shown on desktops.

Step 4 – Determining your budget

Okay, so now we have to determine how much money we want to spend on this ad. This might sound a bit
intimidating, but it’s really not – I’ll take you through it!

When you arrive at this step in the Autopilot, you’re able to set an average daily budget for your search ad
campaign. Your daily budget is the average amount you’d like to spend each day over the course of the
month. But don’t worry, you’ll be able to change or cancel this budget at any moment and as much as you’d like. 

It could very well be that your Spend may vary each day,  however, you’ll never pay more than what is determined to
be your monthly charging limit. Your monthly charging limit is calculated by multiplying your average daily budget by
the average number of days in a month. 

You may have days that your search ad will get you more traffic than others, which could result in you spending up to
2 times as much of your daily average.

Again, don’t worry!

Days like that are then balanced by days on which your spend is below your average daily budget, making sure that
you’ll never pay more than your monthly
maximum. 

How much should I spend each day?

Depending on your budget, the amount of money spent every day might vary. Naturally, the decision will be made
upon how much money you feel comfortable with spending and your advertising goals.

Of course, testing budgets also works rather well. If you’re unsure of what works best for you regarding your goals,
then going through a testing phase might offer you the results you’re looking for.

Here are two ways of calculating a daily budget

First calculation: Find your monthly budget (whatever you feel comfortable spending), the average days per month,
and then divide them.
For example
Your monthly budget: €500

The average number of days per month: 30.4

So, now: €500/30.4=€16.44

Conclusion: €16.44 would be your daily budget.

Second calculation:
Define how many clicks you want to get per month. The average Cost per Click (CPC) on Search varies between
industries, but the average, in general, is between €1 and €2 per day.

For example
The average clicks you want to achieve: 300 clicks a month. 

The average CPC: €1.50

So, now: €1.50 x 300 = €450 (monthly).

But to know the daily amount: €450/30.4 = €14.80.

Conclusion: €14.80 would be your daily budget.

 

Step 5 – Reviewing your ad settings

Woohoo – We’ve made it to the final step! Now, all that’s left to do is to go over all of the settings you have arranged
for your search ad, to give your campaign a name, click on the Publish button and to let that baby fly!

Check if these settings are all present and correct:

 Website URL

 Language and Location

 Budget

 Keywords

 Campaign name

 Connected ad account

 Ad copy and appearance for desktop and mobile devices

There you have it!

Well done, you’ve made it through all of the steps for creating a Google Search Ad campaign and you are now ready
to make one yourself!

In this article, you’ve learned:

 What a Google Search Ad is

 The different steps to create a Google Search Ad and their best practices
o How to choose the right keywords
o How to write a successful ad copy
o How to determine a budget for your ad

Eager to set up your first campaign? Use our Google Search Autopilot for free and experience what Google
advertising can do for your business! 

It’s easy, you’ve now seen the platform and you know how it works step for step! Wait no longer and give it a try by
creating your account here! If you have any questions along the way, our team is ready and happy to help you any
time!

8.location targeting

A setting that lets you choose your target locations to reach out to your customers. Learn how to target ads to
geographic locations.

 Location targeting lets you select specific locations where you want your ad to be shown.

 By default, your ads can show to people in, regularly in, or who've shown interest in your targeted locations.
For example, if you own a bakery in Paris and choose Paris as a targeted location, your ads can show to
people located or regularly in Paris, or to people who have expressed interest in Paris bakeries (now or in
the past). Alternatively, you can use other location options to limit the location types you target
 For most campaign types, you can choose locations for your ads to show. For example, you can choose
entire countries, areas within a country like cities or territories, and even a radius around a location. You can
also choose your Business Profile locations. Google Ads may also suggest related locations that you can
choose to target based on your current settings.
 You can also select locations to exclude in your campaigns if you don't want your ads to show in specific
regions.
 Location targeting helps you focus your advertising to help find the right customers for your business, and
will hopefully help you increase your profits as a result.
Keep in mind
Location targeting is based on a variety of signals, including users' settings, devices, and behavior on our platform,
and is Google’s best effort to serve ads to users who meet your location settings. Because these signals vary, 100%
accuracy is not guaranteed in every situation.

As always, you should check your overall performance metrics to help ensure your settings are meeting your
advertising goals and change them accordingly.

9.language targeting

If you try to communicate with others who don't speak the same language, you might find it tough to get your
message across. Similarly, when advertising using Google Ads, you want your ads to appear to customers who can
understand them. Learn how to Target ads to geographic locations.

Language targeting lets you target your ads to potential customers who use Google products and third-party websites
based on the languages those customers understand.

Choose your target language

Language targeting allows you to choose the language of the potential customers you'd like to reach. We'll show your
ads to customers who use Google products (such as Search or Gmail) or visit sites and apps on the Google Display
Network (GDN) in that same language. Keep in mind that Google doesn't translate ads or keywords.

Target languages on the Search Network

Google Ads on the Search Network can target one language, multiple languages, or all languages. Your ads will be
eligible for queries where the keywords match and Google believes that the user understands at least one targeted
language.

You might find it helpful to target all languages. By targeting all languages, you can reach people who speak more
than one language and may search in several languages.

How Google Ads detects languages

On the Search Network

Google Ads uses a variety of signals to understand which language the user knows, and attempts to serve the best
ad available in a language the user understands. These signals could include query language, user settings, and
other language signals as derived by our machine learning algorithms.
Example

Pat understands both English and Spanish. While her mobile browser is set to a Spanish interface, her other activity
on Google strongly suggests she speaks English too; e.g., many of her queries are also in English, such as "buy
shoes online." She would therefore be eligible to see ads that target either English or Spanish, when the keywords
match.

On the Display Network

On the Google Display Network, Google Ads may detect and look at the language of pages or apps that someone is
viewing or has recently viewed, to determine which ads to show. This means that we may detect the language from
either pages or apps that the person had viewed in the past, or the page that she is currently viewing.

Example

Maya has viewed several cooking blogs on the Google Display Network that are written in Japanese, and she sees
ads from campaigns targeted to Japanese speakers. She may also see Japanese ads even when she reads other
blogs on the Display Network that are written in English because of her viewing history.

10.Standard vs Accelerated Ad Delivery in Adwords

When you have a Google AdWords campaign with “All Features” enabled, you have a choice of how your ads are
delivered, Standard and Accelerated, which determine how often your ad is shown and how quickly your budget is
used.

The standard delivery method, which is the default in AdWords, aims to deliver your ads in a way that distributes ad
budget evenly throughout each day.

Accelerated delivery displays your ad more frequently as soon as each day starts until your budget is reached.

Because delivery method is impacted by budget, it is extremely useful to know the differences between standard and
accelerated delivery, especially if the your budget is limited. So which method should you use? Here are some pros
and cons of each to help you decide whether to use standard or accelerated ad deliver in AdWords

 Standard Ad Delivery

With standard delivery, the first problem, or solution (depending on how you look at it), is that your entire budget may
not be used. Google’s algorithm will guess from previous data to see how often your keyword is likely to be triggered
and how much it will cost. But the actual data might be different than the prediction. When the number of searches for
your keyword isn’t as high (in volume or in cost) as the algorithm predicts, you will end up with unspent budget.

Because standard delivery spreads your budget throughout the day, you will miss out on some morning searches in
order to show up later in the day. Depending on your business this may not be beneficial. If you’re advertising a
breakfast cafe you definitely want your ads showing as much as possible in the morning!

[Tweet “Standard delivery spreads your budget throughout the day, so you will miss out on some searches.”]

As you’ve probably realized, if your delivery method is set to standard you won’t show up every time your keywords
are searched. Google will calculate how often you can show up in a day based on your budget and will spread how
often your ad is shown accordingly. So you may be showing up only once an hour if your budget only allows for an
average of 24 clicks a day.

Because Google is focused on showing your ads throughout a day rather than in every search, your clicks may cost
less. This occurs because Google takes into consideration the average cost per click enters you into the AdWords
auctions most likely to get you more clicks. You may be placed in cheaper auctions when fewer competitors are
running, or bid on auctions with your less expensive keywords.

Standard delivery method is useful for a limited budget because your ad is likely to show at any time during the day.
The only way to tell which time of day gets more conversions see what the data says, and standard delivery will help
you learn when you get more clicks, more conversions, a higher click through rate, a better position, etc. Once you
have the data you can create an ad schedule to show ads at the most effective times of day.

 Accelerated Ad Delivery

With accelerated delivery, there is a better chance your budget will be completely used each day. This is because
Google enters your ad into every eligible ad auction as long as you have budget left until your limit is reached. If you
have a high volume keyword and a limited budget, your ad might stop showing around noon.

Accelerated ad delivery might mean that you miss out on searchers later in the day. That could be great if you’re
a breakfast cafe open until 1pm, but might be terrible if you’re a restaurant that only serves dinner.

[Tweet “With accelerated delivery, there is a better chance your budget will be completely used each day.”]

Accelerated delivery is great for getting a top position with a low budget. Because accelerated aims to use your
budget as fast as possible, your ads may show up higher on the page and get more costly clicks.

You may get more clicks with accelerated delivery than standard because of higher ad positioning, which will allow
more people to notice your ads.
Accelerated delivery is good if you aren’t using up all of your budget each day. Because you will be entered into all
eligible auctions, you will most likely get more clicks, which will probably use more budget than standard delivery
even if your budget isn’t limited.

As always, actual performance may vary depending on your industry, so test each method for a week to see which
one really performs better for your account, and let us know in the comments how it goes!

11.Determine a bid strategy based on your goals

Google Ads offers several bid strategies that are tailored to different types of campaigns. Depending on which
networks your campaign is targeting, and whether you want to focus on getting clicks, impressions, conversions,
or views you can determine which strategy is best for you. In this article, we'll describe how to use your advertising
goals to choose your bid strategy.

Before you begin

If you’re looking for instructions on how to change your bid strategy for an existing Search campaign, read Change
how you bid.

Google Ads essential

The ad auction: how Google decides which ads to show and their order

Consider your goals

Each bid strategy is suited for different kinds of campaigns and advertising goals. For the purposes of bidding, you'll
want to consider five basic types of goals, along with your current campaign settings.

 If you want customers to take a direct action on your site, and you're using conversion tracking, then it
may be best to focus on conversions. Smart Bidding lets you do that.
 If you want to generate traffic to your website, focusing on clicks could be ideal for you. Cost-per-click (CPC)
bidding may be right for your campaign.
 If you want to increase brand awareness focusing on impressions may be your strategy. You can use cost-
per-thousand viewable impressions (vCPM) bidding to put your message in front of customers.
 If you run video ads and want to increase views or interactions with your ads, you can use cost-per-view
(CPV) or cost-per-thousand impressions (CPM) bidding.
 If you run video ads and your goal is to increase product or brand consideration you can use cost per view
(CPV).

Focus on conversions with Smart Bidding

If you want to focus on conversions, consider using Smart Bidding to take much of the heavy lifting and guesswork
out of setting bids. Smart Bidding is a set of automated bid strategies that uses machine learning to optimize for
conversions or conversion value in each and every auction—a feature known as “auction-time bidding.” It also factors
in a wide range of auction-time signals such as device, location, time of day, language, and operating system to
capture the unique context of every search.

Below are the five Smart Bidding strategies you can use.

 Target cost per action (CPA): If you want to optimize for conversions, you can use Target CPA to help
increase conversions while targeting a specific cost per action (CPA). Learn more About Target CPA
bidding.
 Target return on ad spend (ROAS): If you want to optimize for conversion value, you can use Target ROAS
to help increase conversion value while targeting a specific return on ad spend (ROAS). Learn more About
Target ROAS bidding.
 Maximize Conversions: If you want to optimize for conversions, but just want to spend your entire budget
instead of targeting a specific CPA, you can use Maximize Conversions. Learn more About Maximize
Conversions bidding.
 Maximize Conversion Value: If you want to optimize for conversion value, but just want to spend your entire
budget instead of targeting a specific ROAS, you can use Maximize Conversion Value. Learn more About
Maximize Conversion Value bidding.
 Enhanced cost per click (ECPC): If you want to automatically adjust your manual bids to try to maximize
conversions, you can use ECPC. It’s an optional feature you can use with Manual CPC bidding. Learn
more About ECPC.

Focus on clicks with CPC bidding

If you're focusing on gaining clicks to generate traffic to your website, there are two cost-per-click bid strategies to
consider:

 Maximize Clicks: This is an automated bid strategy. It's the simplest way to bid for clicks. All you have to
do is set an average daily budget, and the Google Ads system automatically manages your bids to bring
you the most clicks possible within your budget. Learn more About Maximize Clicks bidding.

 Manual CPC bidding: This lets you manage your maximum CPC bids yourself. You can set different bids for
each ad group in your campaign, or for individual keywords or placements. If you've found that certain
keywords or placements are more profitable, you can use manual bidding to allocate more of your
advertising budget to those keywords or placements. Learn more About Manual CPC bidding.

More about Maximize Clicks

More about Manual CPC bidding

Focus on visibility

If you want to focus on visibility, you can try one of the following bid strategies to help maximize visibility.
  Target Impression Share: automatically sets bids with the goal of showing your ad on the absolute top of the
page, on the top of the page, or anywhere on the page of Google search results. Learn more About Target
Impression Share.
 CPM: With this bid strategy, you’ll pay based on the number of impressions (times your ads are shown) that
you receive on YouTube or the Google Display Network.
 tCPM: A bidding strategy where you set an average for how much you’re willing to pay for every thousand
impressions. It optimizes bids to maximize your campaign’s unique reach. With tCPM, you can keep your
campaign’s average CPM lower or equal to the target you set (although the cost of impressions may vary).
 vCPM: This is a manual bidding strategy you can use if your ads are designed to increase awareness, but
not necessarily generate clicks or traffic. It lets you set the highest amount you want to pay for each 1,000
viewable ad impressions on the Google Display Network. Learn more About vCPM bidding.

More about VCPM bidding

Focus on views or interactions (for video ads only)

If you run video ads, you can use CPV bidding. With CPV bidding, you'll pay for video views and other video
interactions, such as clicks on the calls-to-action (CTA) overlay, cards, and companion banners. You just enter the
highest price you want to pay for a view while setting up your TrueView video campaign. Learn more About CPV
bidding.

12. About ad scheduling

You may want your ad to show whenever a customer searches online. Or perhaps you only want to show your ad on
certain days, or during business hours when you’re there to handle customer inquiries.

How it works

You can use the ad schedule to:

 Specify certain hours or days of the week when you want your ads to show.

 Set bid adjustments to increase or decrease your bids for specific days and times.

By default, your Google Ads campaigns are set to show ads "All day." This means your ads are eligible to appear
throughout each calendar day. Keep in mind that if no one searches for your keywords at the specified time or day
you scheduled, your ads are not going to show. 

Example

Suppose you run a dog-sled touring business in Alaska. By viewing your "Day and Hour" performance on the Ad
schedule page, you've noticed that your ads get the best results between 8 and 11 a.m. on Tuesdays,
when Extremely Cold Places is playing on television. You decide to adjust your ad schedule so that on Tuesdays,
your ads only appear during that time.

13.AD Extension In Google ads

What Are Google Ad Extensions?

Google Ad extensions do exactly what the name implies — they extend your ad. Ad extensions append additional
information about your business to the main body of your text ad. For example, this ad from Lucidchart:

Everything highlighted in the box includes ad extensions — they communicate more information about the software,
including product highlights, relevant links, and pricing.

Google serves extensions with your ad automatically, depending on the context of the search. These extra morsels of
information in the ad extensions add value to the user and perform well because they match user signals like intent,
location, or device.

Now you know that Google ad extensions tell users more about your product, what other benefits are there to using
them?

Benefits to Using Ad Extensions

Ad Extensions have a ton of benefits for you. Here are a few of the top perks:

1. Maximized Ad Text
Before a customer clicks on an ad, there are a few things they may want to know. For instance, they may want to
know your location or phone number.
But regardless of what extra information users might want to know, it’s unwise to fill your ad text with details like
contact information. It’s too many wasted characters! And it wastes time manually entering all of that extra
information.

By contrast, ad extensions are easy. You’ll enter this information just once, and you can enable them for any ad
group or campaign you think could benefit. (We’ll go over the how a little later.)

2. Increased SERP Real-Estate

Probably the most obvious statement about Google ad extensions is that they take up more space. Take a look
below:

The first ad takes up six whole lines all by itself, and they even have a “more” option with a drop-down.

Although the second ad takes up four lines instead of six, extensions with links, location, and hours add variety and
color to the ad.

Finally, the third ad only used the phone number extension. While this is valuable, the ad is less impactful overall by
contrast.

The takeaway: Google ad extensions are free real estate on the SERPs, and Google will use up to 4 of them at any
given ad auction. Start taking up as much room as possible!

3. More Qualified Leads

Google ad extensions give a lot more information to the user up-front.

Armed with more information, only those who believe they’re a good fit for your business will engage with the ad.
Most poor-quality leads will see that they’re not a great match for you and self-disqualify.
In addition to buying intent, users who click on extension ads will more likely convert on post-click landing pages
since they know what to expect once they land on your site. In other words: relevant extensions = an informed,
empowered user = user action.

4. Better Ad Quality
Ad extensions improve ad quality, and by extension, ad rank. One aspect of ad rank is the expected impact of ad
formats (relevance, CTR, and prominence of the ad format).

From Google directly, having ad extensions will automatically increase your Ad Rank. Google favors them because it
allows Google to offer a better variety of ad formats and include more relevant information for the searcher.

In summary, since ad extensions are larger ads designed for relevance and improve expected CTR, Google rates the
format as a whole more favorably.

So a higher CTR means a higher ad rank and a higher ad rank…

5. Could Save You Money

If you’ve followed along to this point, then you’ll know that using ad extensions will raise your ad rank and can take up
more space on the page.

Both of these factors increase your Click Through Rate, which impacts quality score positively. Fortunately, all of this
culminates in a lower cost-per-click (CPC).

The lower your CPC, the less you’re paying per click. And the less you’re paying per click, the less you could
potentially pay per conversion. The less you’re spending for a lead, the more money you’re making for less.

Do you get it? Good. Let’s move on.

What Are The Types of Google Ad Extensions?

Each extension type is a building block of extra information about your business. Currently, there are 10 unique
manual ad extensions you can use for your ads, including:

 Sitelinks*

 Callout extensions*

 Structured snippets*

 Call extensions

 Lead form extensions (beta)

 Location extensions

 Affiliate location extensions

 Price extensions
  App extensions

 Promotion extensions

*Sitelinks, callout extensions, and structured snippets are  universal extensions. Universal extensions are ad
extensions that Google recommends every advertiser use.

Of course, you can use as many extensions as makes sense for your business… but which types make sense for
your business?

Let’s learn a little more about each ad extension type, so you know when to use them.

1. Sitelink extensions
Sitelink extensions add additional links under the main text ad in search. These links direct users to other pages on
your site you want them to visit.

In the example above, users can click on the main branded link in the header or visit Pricing &
Packages or Success Stories directly. These links make users take fewer steps to get what they’re searching for,
decreasing friction and bounce rate and encouraging conversions.

Sometimes, sitelinks drop the descriptions and just show the link headlines:

When you add sitelinks as an extension, follow these best practices:

 More is more: Sitelinks won’t show unless you have enough content on your site for two. You should set up
8-10 active sitelinks in each campaign.
  Link-page match: Your sitelink title should describe the page content. No ambiguous titles. And don’t send
people to your home-page and title the sitelink “Services.”
 Best performers: Link directly to pages that convert or perform well.

 Your site only: Extensions should go to your website; don’t try to sneak another domain into your ad.

Great pages for sitelinks include contact us pages, testimonial pages, and pricing/offers pages. For eCommerce

sites, you have many more options for sending customers to category pages or specifics pages.

2. Callout extension
Nope, not “throw her under the bus” call out — “shout it from the rooftops” call out.

In other words, callout extensions are 25-character snips of text describing the most exciting and valuable qualities of
your business, products, or services.

So if you have free in-store pick up, free shipping, or pride yourself on your ethically sourced materials, callout
extensions are for you.

Remember to follow these callout extension best practices:

 Short and sweet: You only have 25 characters — make it count! And use 6 per campaign.

 Use fragments: Google made these intentionally short, so it should be scannable. “Comfortable treatment”
rather than “We provide comfortable treatment.”
 Broad appeal: All callout extensions need to apply to the entire offering you advertise for.

 Numbers and specifics: “Locations Nearby” is shorter but not as concrete or compelling as “3 convenient
locations.”

For more information on callout extensions, check out our in-depth guide.

3. Structured snippet extension

If callout extensions highlight your business’s best big-picture elements, structured snippets zoom in on specific
sneak-peaks you want users to know about an offered product or range of products and services.
The main benefit of structured snippets is more qualified leads. Why? Because when people already know about
specific information on what you want to give them, they’re primed to convert once they click and land on your site.

Use structured snippets to communicate specific amenities, types or categories, and destinations or locations.
Additionally, follow these best practices:

 Prioritize value: only include information that truly attracts or helps new customers. Use at least 2, ideally 4,
structured snippets per headline.
 Header-Snippet match: don’t just copy-paste a list of general snippets every time. Match the amenity, type
of product or service, or location to the headline you are advertising with.

How to save ad text with structured snippets

Instead of using ad text space to list details about what you offer, like “chiropractic services, massage therapy, spinal
decompression, injury services,” compile that list into a service catalog and apply it to all your ads. Google lets you
apply up to ten types of one category:

We’ve compiled this cheat sheet below for each header type, the extension name and description, good examples,
and bad examples.
4. Call extension
The call extension is a lifesaver for businesses that want calls from customers. You can put your phone number
directly in the ad, so the friction between a lead and your business is basically zero.

A call extension works well for this Attorney’s office, which generates leads from free consultation calls.

On mobile, call extensions allow users to call you directly with a single click.
This option makes it more convenient for people to reach you and usually generates more qualified leads.

And if you’re not available 24/7 to take calls? No worries. Call extensions allow you to specify your availability
schedule down to the hour. They won’t show up outside of those times.

Just remember to:

 Enable phone call conversations reporting so you can measure performance.

 Provide a great experience on your end. If customers call you and get a lackluster response from the front
desk (this includes waiting to return their call for more than an hour), that’s on you! The success of all calls
— but especially ones you pay for — will depend on how well you train your staff. You got this!

If you’re looking for more detail in your phone tracking, we recommend CallRail or Invoca as great tools.

5. Lead form extension

We were all sad when Google retired Message extensions from Google Ads at the start of 2020, but we’re hoping
lead form extensions will perform just as well.

Lead form extensions are the newest form of Google Ad extensions and are still in Beta. Like the old message
extensions, lead form extensions allow users on the SERPs to contact your business in just a few clicks, directly on
your ad.

That’s right. A potential customer doesn’t even have to navigate to your site. They’re able to submit information from
a customized form directly on your ad, and you can contact that lead as soon as possible. Currently, you can get
information like:

 Name

 Email

 Phone Number

 City

 ZIP or Postal Code

 State / Province

 Country

 Company Name

 Job title

 Work email

 Work phone number

That’s a lot of valuable information, and lead gen companies everywhere should hop on the Lead Form extension
train whenever possible.
6. Location extension
A location extension is a must-have for any brick-and-mortar that requires the customer to come to you.

If you get lost as much as I do, you’ve probably needed this extension type before. It drops a business address,
phone number, and map with the ad text. On mobile, you get a link that opens up a maps app.

Obviously, location extensions are not for online-only businesses. However, if you do operate out of a brick-and-
mortar location(s), this extension type can increase the likelihood that users will find, visit you, and make in-person
purchases.

When you use location extensions, make sure you:

 Keep contact information and addresses up-to-date.

 Use bid modifiers for users near your business’s location. Competitive bids for users already in the area
increase the odds that your ad is served, and location extension is seen.

Note: be aware that you might not benefit from a location extension if you offer a service where you travel to the
customer’s location. It might hurt performance, as people will assume they have to visit you to get your service.

Keep an eye on how your conversions perform before and after adding a location extension.

7. Affiliate location extension

An affiliate refers to an individual or other organization officially connected to another. In this case, you use affiliate
location extensions to direct users to other locations that are authorized to sell your product.

Let’s say you want to sell a line of essential oils facemasks through your website. However, you also sell your product
with a retail partner — like Sephora. You want users to know that they can buy your product through that location.
You’d then link the stores that your product is available at as an ad extension.
This will allow the customer to make an online purchase or visit that Sephora location to purchase. The biggest
advantage here is that you’re giving customers options — to buy online from you or in-store near them.

Affiliate location extensions are best for manufacturers.

8. Price extension
Has a mechanic shop ever tried to rip you off on an oil change price? They tried with me — and failed because I saw
a price extension ahead of time.

The primary value of price extensions is not to prevent your employees from deceiving customers but setting clear
expectations. They inform users about pricing up front, and an informed user means that when they decide to reach
out or show up to your store or website, they’re more ready to book an appointment or buy from you.

Again, pricing transparency increases trust and prepares users who click on your ad for the content on your landing
page. They’ll have a higher conversion or purchase intent.

Use price extensions if you:

 Have variable pricing or tiered services

 Multiple service packages

 Lots of SKUs or options

Like structured snippet extensions, Google gives you a range of options to choose from for the type of product or
service you’re selling.
And if your price isn’t exact, no worries. You can add price qualifiers to the extensions:

In the original bike example, we can see that they’re using the “from” price qualifier to advertise their lowest-priced
bikes.

When you organize your account, add these ad extensions at the campaign or ad group level to make them as
granular as possible.

9. App extension
If you offer a mobile app, pop this Google ad extension on here.

I mean, manually opening and searching an application on your phone is a pain. App extensions make your app more
visible and make it easy for interested users to download directly from the text ad.
One other great thing about app extensions is that it’s the only way to track app downloads based on your keywords.

When you use an app extension, make sure you do these three things:

 Link your headline text to your website and the app extension to the app store.

 Add app extensions with branded and generic keywords.

 Include more keywords than just the ones trying to get app downloads.

10. Promotion extension
One of the more frustrating things as a company is to have a promotion, list it everywhere you can think of and have
no one use your code or apply for the promotion.

Sure, you just got some full-priced sales, but who knows how many people didn’t purchase because they didn’t see
your promotion?

This company won’t have that problem:

Against all the other competitors on the page, they were the only ones with a promotion extension, and 60% off
sounds pretty good.

Promotion extensions also display your deals in an eye-catching way on mobile:

Google is pretty flexible with how you run this extension. Choose to show the extensions on specific dates, days, or
hours, or pick pre-populated event tags, like back-to-school or Black Friday. They’re easy to toggle on and off, and
you won’t have to make a new ad to do so.

11. BONUS: Automated ad extensions

These extensions aren’t on the list of ad extensions you can enable manually. Google runs three types of automated
extensions when it thinks the extension will help your ad perform better (how nice!)

Automated ad extensions include:

  Dynamic extensions

 Seller ratings

If you want to check on the performance of your automated ad extensions, click on Extensions in
the Overview tab and navigate to the All dropdown:

There, Google will show you the automated extensions it’s running for you, and you can see the stats for each one.

If you’d like to opt-out of the automated ad extensions, you can do so by going to More > Advanced Options and
turning them off there.
Considering that ad extensions don’t cost anything extra and Google is hand-picking these for you, it’s a good idea to
keep them on. Ad Extensions do help performance.

Let’s take a look at each type of automated extension:

Dynamic extensions
There are three types of dynamic extensions: dynamic sitelinks, dynamic structured snippets, and dynamic callout
extensions.

Honestly, the most significant difference between these three types of extensions and their manual twin is that
Google generates the information automatically.

For dynamic structured snippets and callout extensions, Google will populate the extensions using data from your
website and internal sources, and existing content (like landing pages) on your site, respectively.

Seller ratings
Also known as stars extensions, seller ratings are the second type of automated ad extensions. They connect to
various Google-approved rating systems and use data there to generate a seller rating score and 5-star rating icon.

Data sources for seller rating extensions include:

  Google Customer Reviews (GCR)

 StellaService

 Google-let shopping research

 Google Customer Surveys

 Third-party review sites

If you haven’t set up ratings for your business, get on that. Ratings and reviews increase trust and purchases by
consumers.

How to Create Ad Extensions

Now that you have an idea of which ad extensions you want to use for your business let’s learn how to set them up in
Google Ads.

From your Google Ads dashboard, click the Ads & extensions option on the left navigation bar. Select Extensions,
then the All dropdown.

Under All, you’ll see which manual ad extensions are available to you. Select that type, and hit the + button.
Once selected, there are some universal settings you’ll have to choose for all extension types.

We’ll dive into those settings now.

Set Up The Add to Extension Level

When you select what ad extension you’d like to add, you need to choose which level the extension should apply:
account, campaign, or ad group level.

Pro Tip: you should add extensions at the campaign or ad group level for the best results.

Work through your extensions on a campaign-by-campaign or ad-group-by-ad-group level. This includes ad

extensions that you’d like to use across your entire account. Basically, adding them at the individual level helps
ensure they’ll be shown more frequently.

You can toggle between campaigns and ad groups by opening the far left navigation bar. When you add extensions,
customize them to be specific to each campaign or ad group.
Create New or Use Existing Ad Extensions
The second step to adding an extension is to create a new extension or use an existing one.

This is a huge time-saver for you. When you choose to use existing ad extensions, you’re shown a list of all the ad
extensions you have in your account. For example, with this sitelink extension, all I have to do is check which links I
want to include.

If you choose to create a new extension, you’ll need to fill out any text, contact information, description lines, or URLs
Google prompts you to include.

Use Advanced Extension Options

Finally, there are Advanced Options. Don’t skip them, friend; that’s a rookie mistake.

Let’s pop open the tab and take a look:

Starting with device preference, you’ll always, always want to select Mobile. Here’s what Google has to say about the
device preference:

Google gives mobile-checked extension preference

In essence, if you want your ad extensions to appear on mobile devices, you’ll click the box.

Additionally, advanced options for ad extensions provide scheduling flexibility when the extensions should serve with
your ad.

You’ll need extension scheduling in circumstances where there’s a season offer or limited-time promotion. Don’t
leave it up to your memory to turn it off on time.

You can set a start date and an end date for your ad extensions.

Want more granularity? You got it. You can also set up your extensions to only show during specific days and hours.
For example, if you have a call extension, make sure to schedule it to run only when someone’s around to answer the
phone.

Don’t pass the advanced options by; use them to save time and run your account smarter.

Add Google Ad Extensions to an Existing Campaign

Let’s say you have a set of ad extensions set up and performing beautifully. You decide you want to add them to
other campaigns that don’t currently enable extensions.

Do you have to add extensions to each of these campaigns manually? Thankfully no, because that would be a lot of
miserable work. I’ll show you how to add extensions to an existing campaign here:

1. Navigate to the Extensions page (Overview > Ads & Extensions > Extensions). If you have a specific extension
type you want to add to an existing campaign, select the All dropdown and click that type. We’ll choose Sitelinks for
this example.
2. Check the box next to the ad extensions you want to be added.

3. Click the Add to dropdown and click the desired level.

4. Once you select where you want to add the ad extensions, add them to as many places as you wish:

You also have the option to select as many of those extensions as you’d like to the different levels. As a note, you are
limited to a total of 20 ad extensions per campaign.

How easy was that!?

Conclusion

Despite the initial overwhelm of so many options, you really can’t go wrong with Google ad extensions. When used
appropriately, they are a great, free way to increase engagement and improve ad quality across your Google Ads
account.

Here’s a highlight real for you to take away:

 Building blocks: Google ad extensions are snippets of extra information that Google will add to your text
ad’s main body.
  Universal extensions: every advertiser should use universal extensions (sitelink, callout, and structured
snippets).
 The magic number is 4: Google will use up to 4 ad extensions for any given ad auction, so make sure you
have at least that many enabled per campaign.
 Don’t set it and forget it: keep your extensions fresh by updating text and link URLs when you make
changes to sales, special offers, or product offerings.
 Always be optimizing: monitor ad extension performance at the ad group level.

No time to optimize your PPC account yourself? Contact us; we got you covered.

Evie is dedicated to keeping an eagle eye on her PPC and digital marketing accounts. When she’s not scouring
through her accounts to make sure they’re flawless, she can be found ascending new heights in the local mountains
or hiding inside the rock climbing gym when it’s too cold.

13. About URL parameters

URL parameter is a way to pass information about a click through its URL.

You can insert URL parameters into your URLs so that your URLs track information about a click. URL parameters
are made of a key and a value separated by an equals sign (=) and joined by an ampersand (&). The first parameter
always comes after a question mark in a URL. For example, http://example.com?product=1234&utm_source=google

How URL parameters work

There are two types of URL parameters that you can use in your ad’s tracking template or custom parameter:

1. Content-modifying parameters pass information to the landing page and are required to be set in the final
URL exclusively. For example http://example.com?productid=1234 would send someone directly to product
1234’s page on your website.
2. Tracking parameters pass information about the click for your account, campaign, or ad group in the tracking
template. There are two types of tracking parameters:
 Custom parameters represent an advertiser-defined value that can be set in the tracking template.
For example, you could define{_campaign}=branding or {_campaign}=leads in your campaign's
custom parameters and set your account tracking template to {lpurl}?
source_campaign={_campaign} Learn more about creating custom parameters for advanced
tracking
 ValueTrack parameters represent the value in a URL parameter (e.g. the “{network}” in the URL
parameter “network={network}”). The {network} parameter will record the network the click came
 from (Search Network or Display Network) in your ad's landing page URL. Learn more about
ValueTrack parameters

URL parameters with anchors and AJAX fragments

Whether you are using the final URL, tracking template, or other URL parameter for tracking, it's important to note the
impact anchors (#) and AJAX fragments (#!) have on your URLs. If you use an anchor or AJAX fragment in your final
URL and your tracking template appends extra parameters to the end of the final URL, then you must put all the
tracking parameters in your final URL. Ideally, these parameters would be behind an {ignore} tag in your final URL.
Any time you use the {ignore} parameter in a final URL that contains a # or #! during crawls, Google Ads will consider
everything between the {ignore} parameter and the # or #! as tracking information.

14. Ad Groups: How to Create More Effective Ad Groups for PPC

Ad Groups are an essential component of pay-per-click marketing. Creating effective Ad Groups can help you to drive
more traffic and leads at lower costs, while increasing the number of conversions on your site. This page will teach
you:

 What “Ad Group” means in reference to PPC advertising.

 Why Ad Groups are important.

 And, of course, how best to create an effective Ad Group for PPC.

So What’s an Ad Group, Anyway?

Basically an Ad Group is the container for your keywords in your search marketing campaigns.
PPC advertising is structured such that you first create an account, then create an ad campaign, which is home to Ad
Groups.
Those Ad Groups then house:

 Keywords

 Text ads

 Landing pages
In other words, ad groups are one of the main tools you have for organizing your PPC account into a meaningful
hierarchy.

The Importance of Ad Groups

OK, so we now know that Ad Groups are basically a structural component within your PPC account. So why should
you bother with them? What makes them important?

Ad Groups contain a lot of important stuff!

Most search engines look to your Ad Group organization to determine:

 Which keywords your ads will show in response to.

 What your ad will say when it runs.

  Where the visitor will be taken when they click on your ad.
You’re deciding:

 Who to advertise to.

 What to say to get their attention.

 And how you’ll make your final pitch when you set up an Ad Group.

How to Create Ad Groups That Really Work

“Really work” here means Ad Groups that cost less and convert more. Basically, in creating an Ad Group, you want to
ensure that you’re offering integration and consistency:

 Integration – Create a system where you’re consistently creating keyword groups, ad text, and landing
pages that are tightly integrated with one another.
 Consistency – This integration should lead to messaging consistency. Your ad text and landing pages
should speak directly to the searches users are typing in to reach your site.

There are two central reasons these things are so important to you and to your business:

 Lower Costs – Because of a system known as Quality Score, creating well-aligned Ad Groups means that
you’ll be paying less money for the same clicks.
 More Conversions – If I search for “graphic design services” and your advertisement talks about your
graphic design services, and then you send me to a page about those same graphic design services, I’m
much more likely to convert than if your ad text or landing page have nothing to do with one another or aren’t
well integrated with your keywords.
So what actually goes in your ad groups? Text ads, of course! In our next lesson, we’ll learn how PPC text ads work
and how you can optimize your text ads for better PPC performance

 WHEN WE MADE ANY KIND OF AD GROUP YOU MUST SURE THAT KEYWORDC MUST
MATCH WITH SAME INTENT .

EXAMPLE- Digital marketing and online marketing are of same nature keywords so here we must put these
keywords in same ad group.

Using Keyword Themes To Structure Your Site Content

A couple of years ago structuring a site around keyword themes was all the rage in the SEO community. It was going
to be the way to rank a site and if you didn’t use thm well good luck to you. Today you don’t see many people talking
about building your site around keyword themes, but they are still used and it’s a good idea. If the idea of themes is
new to you read on.

What Are Keyword Themes?

The concept of keyword themes, or theme pyramids as they are sometimes called, is pretty straight forward. Think of
your site with a hierarchal structure. Your home page sits at the top and beneath your home page are perhaps four
main categories that comprise the second level of your site. Each of your main categories has several subcategories
on the third level and possibly these subcategories have a fourth level of pages beneath them.

Your content might then be structured around a set of keywords that form a theme. Maybe your site is about sports.
You may then chose a domain with the word sports in it and your home page would focus on the very generic
keywords sports or athletics. From your home page you might then link to sections on baseball, football, basketball,
and hockey. Each still about sports, but now a little more specific even if still somewhat generic.

At the third level of structure your baseball section might have pages or subsections on baseball teams, baseball
players, baseball standings, baseball statistics. Taking it another level down your baseball standings subsection could
have pages on National League baseball standings and American League baseball standings. Each level down, the
theme or pyramid becomes a little more specific and a little more focused on longer tail phrases.
The sports example above still has keywords and phrases on the general side, but the number of results returned for
each keyphrase gets a little smaller as you work your way down another level. There are a lot less results for
‘american league baseball standings’ than there are for ‘baseball.’

How Do Themes Help Your Site?

First and most importantly themes can help your visitors find things on your site. On this site I presently have a main
navigation link for ‘Services,’ but it’s not immediately evident what those services might be until you look around the
site a little. Two of the services offered are for ‘Web Design’ and ‘Search Engine Optimization.’ It might then be better
to have navigation links for ‘Web Design’ and ‘SEO’ instead of grouping them together under ‘Services.’ Since visitors
to this site might be interested in one more than the other the more specific links could help them find their way
around easier. Since people are searching for keywords, organizing your site around those keywords could help your
visitors navigate the site quicker and easier.

Theming can also help with optimization. You’ll notice with themes your broadest keywords sit at the top of the
pyramid on your home page. These will be the hardest phrases to rank for, but your home page will probably garner
the most links. As you move down the pyramid you might get less links, but the phrases become less competitive and
so less backlinks are required to rank for those phrases. It also becomes easy to get your entire phrase into your url
even while keeping the file and folder names shorter. In the example above one url might be.
www.sportsstuff.com/baseball/standings/american-league.html. The entire phrase ‘american league baseball
standings’ is right there even if slightly out of order. All of your baseball pages will end up with the word baseball as
part of the url. This may not be overly important to the algorithm until you consider that other sites will often link to
your using your url as anchor text. Theming then can help increase the keywords in your anchor text.

Another advantage is through your internal links. Typically you’ll link more between the pages in a given section than
across sections. On your AL standings page it’s more likely you’ll link to the standings for the National League than to
any hockey standings. Since the pages in a given section are built around a given main keyword it can help improve
the relevance of the links and improve the rank the pages on both sides of the link.

As you write any page of your site you will naturally use words that also occur on the pages around it, the pages it
links to, and the pages it gets links from, which strengthen the theme for that section and ultimately for the site as a
whole. Having a strong theme can help your site be seen as an authority site and authority sites get a lot of love from
search engines. Authority status is far more than just your site structure, but having a site that is about something
does play a part.

As I mentioned above your home page will end up with your most generic keywords, but there’s no reason they need
to be the most generic keywords out there. Perhaps when building the site in the example above you decide it’s going
to be too difficult or take too long to gain visibility for a term like ‘sports.’ You might instead decide to focus the site on
baseball (and possibly create a site for each of the four sports) and be able to start with keywords that are a little
more specific on your home page. If you do create all those different sites you could possibly connect them inside a
sports network of sites.

Why you don’t see much talk about keyword themes anymore I don’t know. I think in part it’s because they weren’t
quite the magic pill many assumed they would be, but more because I think it’s become so ingrained in site
development that the topic is often overlooked. Building your site around a pyramid of keyword phrases is a good
approach in my opinion. I wouldn’t necessarily redo your site just to theme it more, but with the next site you do start
why not structure the information around keywords. Don’t force things into themes if they don’t belong, but keep them
in mind. And remember the approach is simple. Start with the most general and most competitive keywords on your
home page at the top of the theme pyramid and then as you work your way down each level make the keywords
more and more specific so your deepest pages are focused on long tail phrases.

15. Google Click Identifier (GCLID): Definition

Google Click ID (GCLID) is a parameter passed in the URL with ad clicks, to identify the campaign and other
attributes of the click associated with the ad for ad tracking and campaign attribution. In Google Ads, this is enabled
by turning on the auto-tagging setting. It’s required for Google Ads website conversion tracking and also used to link
data between Google Ads and Google Analytics. It can also be used in conjunction with features like offline
conversion tracking.

16.Google Ads Audiences

What are Google Ads Audiences?

Simple told Google Ads Audiences is one of the many ways to target potential customers. Audiences represent a
group of people, who have similar interests and intents.

You have the possibility to select what audience you want to reach out to for example fans of traveling, rock climbing,
or even specific potential customers that have visited your business web page. You can probably already see the
value of such information and for sure this tool is part of every marketer’s depository. It only allows you to better
operate within the huge search, display, YouTube, and Gmail markets.

It is a valuable tool to learn and start using since it can only increase the performance of your campaign by directly
reaching potential customers.

Where to find Google Ads Audiences?

For you to be able to use audiences, first of all, you need to know where to find them. Audiences are located in the
audience manager in your shared library. Google creates some elemental remarketing lists for you by default as well
as the type of audience.
Now that you know how to access the audiences you can see the size of every list based on the compatible network
it is on. For now, there are four networks that Google has access to in order to use audiences on them. Those
networks are Search, Display, YouTube, and Gmail.

To maximize your “audience potential” be sure to check network compatibility lists before you start building your
advertisement strategy since not all networks are compatible with all audiences.

Types of Google Ads Audiences

There are many types of audiences, so we will list the most commonly used types as well as a brief description of
each.

1. Affinity Audiences – Reaching potential customers based on their lifestyles, passions, and habits.
2. Custom Affinity – Similar to affinity audience but better optimized to fit your exact brand.
3. In – Market – Made for advertisers that are more focused on gaining conversions from potential buyers.
4. Life Event – Way to reach customers depending on their life achievements for example marriage, buying a
new car, graduation, etc.
5. Custom Intent – Using keywords, URL’s, services, and apps related to products your potential customer
may be researching you can define your audience.
6. Remarketing – A way to reach people who have previously interacted with your products or services.
7. Website Visitors – Simple list of those who have visited your site in the past. You can define specific filters
like visitors to fit certain product pages.
8. YouTube Users – You can add potential customers that watched your videos to YouTube lists to better
promote your product or service.
9. App Users – Show relevant advertisements to people who have installed your application on their personal
device.
10. Customer Match – Lists generated based on customer contact information like email, address, zip code,
etc. You can collect those over time but they have to be manually implemented into Google ads before
becoming a valid customer list.
11. Custom Combination – Progress involving the merging of two or more existing remarketing lists.
 12. Similar Audiences – Tailor your list by using pre-existing clients and create a new list of people with a
similar interest in your products. This could be your personal favorite way to reach potential new customers.
You can also contact your previous customers this way to re-engage them.
13. Detailed Demographics – This option allows you to reach certain segments of customers by selecting only
people, who share common traits such as college students, teachers, new parents, etc.

It is imperative to remember, that not all audiences are created equal. Some audiences like custom affinity require a
lot of work for it to operate properly, some require you to have Google Ads remarketing tags implemented on your
web page and some are just not compatible with Search campaigns while others are.
For you to properly create audiences you have to understand the benefits and also disadvantages of each of them.

How does Google determine Audiences?

It is hard to tell how Google precisely determines audiences, but we can simplify it and start with talking about Google
algorithms. Since Google uses machine learning it is easier to analyze countless numbers of signals and turn them
into insights.

We can define insights as anything ranging from purchase intent or average session duration up to user location. As
soon as the system finds a significant relationship between an item and user it combines that information in a few
ways but basically, it connects all the dots.

The result is combined primary information with demographics-based information like age, gender to show the
relevant product in their feed.

How to add audience targeting to the campaign or ad group?

1. First of all sign in to your Google Ads account.

2. Go to audiences in the page menu.
3. Click the plus button to begin.
4. Select an ad group and then choose the campaign or ad group from the list.
5. Select the type of audience you want to get in touch with.

Search campaigns:

Remarketing – People that previously had contact with your business.

Display campaigns:
Affinity – Group of people that have similar lifestyles.
Intent – People that are researching your products.
Remarketing
Video campaigns

Affinity
Intent
Remarketing
Detailed demographics – People sharing common traits as students, new parents, etc.
Hotel campaigns
Remarketing
Select the audiences you would like to add and click save.

Audience search
Audience search can help you with finding audiences trough all audience types, without having to input specific
category filters. It is available for all campaigns that support targeting or observation.
Audienceideas

You can use this tool to quickly select the right audience for your products or brands. This way you can improve the
reach of your campaigns towards people that need to see them. These audiences are located in the ideas tab.
20.About Average Daily Budgets

Your average daily budget is the average amount that you set for each ad campaign on a per-day basis. It specifies
how much you are roughly comfortable spending each day over the course of the month.

You can set and edit your average daily budget at any time. Learn more about how to set up an average daily budget
for your campaign

Google will optimize your campaign spend for days of the month when you’re more likely to get clicks and
conversions, like when search traffic is higher or when we predict higher ROI for your ads. This means that on some
days you might not reach your average daily budget, and on others you might exceed it.

Diagram legend: =$

Even though your campaign spend might vary, you will never pay more than:

 Your daily spending limit (two times your average daily budget for most campaigns) on any particular day.

 Your monthly spending limit (30.4 times your average daily budget for most campaigns) in any particular
month.

Learn more about spending limits

Note: Your budget report can help you understand how much you are projected to pay at the end of the month, as
well as how past changes to your average daily budget impacted your performance and spend limit. Learn more
About your budget report.

How to decide on an average daily budget

With Google Ads, you choose an average daily budget for each campaign based on your advertising goals and the
average amount you're comfortable spending each day.

Google Ads has some tools to help you with this:

 Performance Planner can help you optimize budgets across existing campaigns.

 Cost-per-click (CPC) can help you set the highest amount that you're willing to pay for a click on your ad
(max. CPC).
How to calculate average daily budget from a monthly amount

Let's say you normally spend $304 per month on advertising. To figure out your average daily budget, you'd
divide $ 304 USD by 30.4 (the average number of days in a month - 365/12) to get an average daily budget of $
10 USD.

Using this example, here's how you'd figure out your average daily budget:

304/30.4 = $ 10 USD per day (Monthly budget / Average number of days per month = average daily budget)

You can also create shared budgets, which let you set a budget across multiple campaigns.
How Your Google Ads Daily Budget Works With Ad Scheduling

Brad McMillen
Last Updated: December 30, 2021 | Paid Search Marketing

Home — Blog — How Your Google Ads Daily Budget Works With Ad Scheduling

(I.e. How to keep Google from turning your $500 budget into $600 in ad spend.)

Take a look around any Google help forum and you’ll likely see questions about how Google Ads budgeting works.
They usually come from advertisers who’ve run over their monthly ad budgets for lack of understanding of this topic. I
have to admit, I was one of those advertisers.
I would have felt a lot of embarrassment about my past mistakes if not for the fact the Google help experts had to do
some double-checking of their own on it—that’s how (intentionally?) confusing this topic is.

Most, if not all, advertisers use monthly budgets. Of course, Google Ads runs on daily budgets. (2021 update: Not
anymore! Monthly spend limits have been rolled out in Google Ads!). The way you work within this environment
depends on whether or not your campaign runs every day of the month.
With full confidence intact, let’s review how budgeting works, especially when you’re using ad scheduling.

The Way Your Google Ads Budget Works For Campaigns That Run Every Day

The most straightforward rule to remember is this, both for campaigns that run every day or that use ad scheduling:
Whatever number you put in as your daily budget, multiply it by 30.4 to determine the maximum amount you’ll be
charged that month. Google uses a fixed 30.4 days for every month, so if you’ve got a budget of $500 to spend in a
month, set your daily cap at $16.45 ($500/30.4 days = $16.55) if your campaign runs every day of the month.

Now, keep this concept of ad overdelivery top of mind. Ad overdelivery allows Google Ads to spend up to 20% more
of your daily budget on any given day. Now that $16.45 daily budget could become actual spend of $19.74 ($16.45 +
20% overdelivery = $19.74). Remember here, though, that your maximum monthly spend is your daily budget
multiplied by 30.4, so to keep you from exceeding your monthly cap, Google will underspend your budget on other
days to make up for the overage you spent on previous day(s). In short, they even things out.

Ad Scheduling Makes Your Google Ads Daily Budget Murky

If you’re using ad scheduling, forget everything I just said (okay, not everything). Ad scheduling adds a layer of
complexity to setting monthly budgets. The key thing to remember is what I mentioned previously: Whatever number
you put in as your daily budget, multiply it by 30.4 to determine the maximum amount you’ll be charged that month.
Google sticks to its 30.4 days per month even if you’re not running ads every day of the month. It would be great if
Google factored in ad scheduling, but they don’t, so you have to do some math.

Let’s go back to our $500-a-month advertiser, but this time we only want to run ads on weekdays (M-F), and there are
20 weekdays in our example month.

Simple math would dictate a budget of $25 per day ($500/20 days = $25 per day), but Google actually interprets this
as a monthly budget of $760 ($25 x 30.4 days = $760) and therefore could go ahead and feel free to spend up to
20% more each day your ads run. You (or your client) could end up spending $600 ($25 + 20% overdelivery x 20
days = $600) instead of the budgeted $500 because Google doesn’t have the “missing” 10.4 days to underspend
your budget and even things out. The point: Google doesn’t account for the ad scheduling and the fact you’re actually
only showing ads on 20 days, not 30.4.

The solution to this issue requires a little math and some assumptions. First, assume you will incur costs that are 20%
higher than what you have set as your daily budget. So in our example, I would reduce my daily budget to $20 to
allow for 20% overspend (which would be $24) and finish the month just under budget at $480 ($24 x 20 days =
$480). Going back to the daily budget x 30.4 rule, Google will interpret my $20 budget as a $608 monthly budget ($20
x 30.4). However, I won’t hit that because my daily budget is capped at $24 and I’m only running for 20 days.

Final Takeaways
 If you’re using ad scheduling, one thing to remember is you must recalculate your daily budget at the
beginning of every month because not every month has the same amount of weekdays.
 The tips above are best applied when you’re in a competitive market and regularly hit your budget. If
you’re having trouble hitting your budget, you might not need to be concerned with the 20% overdelivery and
can therefore use a higher daily budget.
 You can also use Google Ads automated rules to set your campaign(s) to pause when they hit certain
spend thresholds, but these too come with some nuances to be aware of.

SOMETIMES WHEN YOU FIIXED YOUR DAILY BUDGET LIKE

RS=500\-
BUT SOMETIMES IT HAPPENS LIKE YOUR DAILY BUDGET INCREASES BY 1000 AUTOMATICALLY BECAUSE
OF YOUR AD RANKING HIGHERLY THIUS IS DONE BY GOOGLE AI SYSTEM

SO IT CAN BE STOPPED AT TWICE OF DAILY BIUDGET

E.G

500*2=1000

SOMETIMES IT INCREASES BY

500*3=1500

SO IT WILL STOP WHEN WE MULTIPLY OUR DAILY BUDGET 30

SO 500*30=15000

HERE YPUR AMOUNT NOT EXCEEDS BY 15000/-

 What is a Google Search Ad?

Since we are starting from the absolute bare beginnings, it’s good to have a clear understanding of what Google
Search Ads actually are.

A Google Search Ad is a type of advertisement that appears on Google’s search engine results pages after someone
‘Googles’ for a specific search term. 

Let’s imagine we’re looking to have a nice dinner at an Italian restaurant tonight. What do we do? We hop onto
Google and type in the search query: ‘Italian restaurants Amsterdam’ and press enter. If all goes well, we’ll be taken
to a page that shows us an X amount of results related to our search query.

Now, the first results on that page are showing Google Search Ads, as you can see from the image below. These
usually show above the organic results and provide helpful info that matches the search. And chances are big that
you’ve probably already seen them before. You can recognise them from the small tag that says “ad” on them.
 

In addition to this, these (ad) results are most likely followed by a map that will show some additional restaurants and
ultimately, there are organic search results. These match their search but aren’t paid ads. 

What’s the point of running Google Search Ads?

Good question, easy answer: By running Google Search Ads, you’ll be able to help your business stand out from the
search results and get noticed by people who might be searching for your product or service. 

Now consider this for a second, if you are looking to buy, to find or to learn something, what will you do? Yes! Most
likely, you’ll go to google and find whatever you were looking for. 

How many times have you used Google to search for something? That’s right, we do it almost daily. So if someone is
out there looking for your business, you’ll want to make sure that they are able to find you quickly!

How to create a Google Search Ad

Cool, we’re ready to learn how we can put together a simple but effective Google Search Ad for our business.
Because our Google Search Autopilot tool is possibly the easiest way to do it (and free), I’m going to take you
through the steps within the platform. 
Before being able to create any campaigns, however, you’ll first need to create a Google Ads account. Once you’ve
done this, you can sign in and connect your account to the Google Search Autopilot and you’re ready to go.

Not yet ready to work within the tool? Not a problem, the deep-dive information applies to the creation of Search Ads
in general!

Step 1 – Creating a campaign

The first step, once you enter the Autopilot, is to click on the button ‘Create campaign’. 

Starting off fairly easy, no? 

Step 2 – Business & Audience

Now a new screen has opened. Here you’ll need to fill out the URL of your website or the specific page you want to
link your ad to, select in which physical location you want your ad to be shown and in which language you want to
advertise in. Still, pretty basic stuff.

In the last field, you are required to give at least 1 keyword to create your campaign. But what are keywords and how
do you know which ones to choose? Let’s go over it! 
How to choose the right keywords for your Google Search Ad

Think of keywords as word-triggers for your ad to show up in someone’s Google results. As people search for things
on Google, you can target those searches using keywords. They give you the opportunity to present your ad as one
of their top results.

Your keywords should match the terms your potential customers would use to find your products or services. 

Here are some tips for choosing the right keywords, as advised by Google:

1. Think like a customer when creating your list

Start out with writing down some of the main categories under which your business fall. Once you’ve done this, write
down some terms that would fall under each of these main categories. These could also be phrases or words that
your potential customer would use to describe your product or service. 
For example
If you’re selling nice hats, the main categories that you might write down could be something like ‘women’s hats’ or
‘men’s hats’. Now under these categories, you might want to write down ‘women’s athletic hats’ or ‘men’s vintage
hats’. Expand this list further by including your brand and specific product names as well!

2. To target specific customers, select specific keywords

Do you have a business in which you can offer a specific product or service? Be sure to include more defined
keywords that will allow you to target customers who might be explicitly looking for something your offering. 

Though you should keep in mind that if you are using keywords that may be too specific, you might not reach as
many people as you would’ve liked to.

For example
Again, if you are selling hats, you might choose to use keywords like ‘men’s skiing hats’ or ‘kids’ swimming caps’ etc.
By doing so, your ad is able to show up when someone is searching for these types of hats, but it might also show up
when someone is searching for winter sport-related terms. 

3. Reach more people by selecting general keywords

If you are just looking for a way to reach as many people as possible, you could select keywords that are more
general. You should know, however, that in this way, you are making it harder to reach people that are actually
interested in your products or services. This is because of the fact that your ad now also appears on search results
that are less related to your business. 

In addition to this, the competition for these keywords might be higher than for keywords that are more specific. With
competition, we mean the number of other businesses that are using the same keywords in their Search Ads. If the
competition for a keyword is high, the cost of advertising on such a search query goes up as well. 

For example
You guessed it – we’re still selling hats. As a general keyword, we could opt to go just ‘hats’. If people are now
searching for any type of hat or things related to that, our ad could be coming up in their results. 

4. Consider close variants

Within The Next Ad’s Google Search Autopilot, you can also put in terms like ‘Women’s hats’ and click on the option
to Exactly match, Broadly match or to Phrase match these keywords. Using Broadly Match or Phrase
match would allow you to target people who are using search terms that are closely related variations of your
keywords. 

You should know, however, that when you are using close variations of the keywords, it’s not guaranteed that your
search ad will show up every time someone searches for a variation of your keyword. 
5. Let our Google Search Autopilot help you to pick keywords that are relevant for your business

Yes, you’ve read that correctly!

Once you enter the URL of your business’ website, our Google Search Autopilot will give you a list of suggested
keywords you could use for your search ad, based on terms on your website. Pretty cool, right?

Step 3 – Writing your ad

Great, so now that you’ve filled out all of the fields in the previous step (website URL, location and ad language), we
can move onto the next step: Writing a compelling text for your ad! This is your chance to highlight the products and
services you offer and to show what makes your business unique. 

Since we went to all of the trouble (or not) to find the correct keywords for your search ad, it’s only logical that the text
that we write (your ad copy) does, in fact, correlate with these keywords.

On the next page of the Autopilot, you’ll be able to write all of the text for your ad copy in 3 steps. 

1. Provide headlines that uniquely capture what your business offers (max 90 characters)

People are most likely to notice your headline text, so consider including words that people may have entered in their
Google search and the keywords you have chosen in the previous step. Your text can consist of two or three
headlines where you can enter up to 30 characters each to promote your product or service. 

By default, the headlines are separated by a vertical pipe (  | ). Be aware though, it’s possible that these show
differently based on the device someone is using when your ad shows up. 

If you are creating an ad to advertise just your business as a whole, you should write a text that applies to your
entire shop or service offering. In this case, you’ll want to avoid talking about only one specific product or aspect only
and rather focus on your business in a more general fashion.

If you are creating a search ad for a specific service or product you offer, then you should focus on that and
provide more distinct information. 

2. Write a short and powerful description (max 180 characters)

Use the description fields to highlight details about your product or service. It’s a good idea to include a “call to
action”—the action you want your customer to take. If you’re an online store, your description might include “Shop
now” or “Buy … now.” If you offer a service, you might want to add something like “Get a quote” or “See pricing.”
3. Check what your search ad would look like for desktop and mobile users

Always make sure your ad looks and reads correctly for both people that will see your ad on their computers as well
as their mobile devices. 

How to write a great text for your ad copy

The main purpose of your Search Ad is to reach potential customers in an effective way. In order to do so, it’s
important that your ad copies are specific, appealing and relevant. To help you write successful ad copies for your
search ads, here are some of the best practices you should follow and some common mistakes you should avoid.
1. Focus on your Unique Selling Points (USPs)

Advertising online can be highly competitive. In order to stand out from the crowd, it’s good to highlight what makes
your business unique to convince people why they should click on your ad and buy from your business. Are you
currently offering some amazing deals or limited discounts? Do you offer free or next day delivery? Exclusive items?
These are some great points to mention in your ad copy!

2. Encourage people to take action

People are on Google because they are looking for something. If they come across your ad, it’s crucial that they can
tell in a single glance what it is you are offering. 

If you are selling something, tell them what they can buy. If you are providing a service, let people know how they can
get in touch with you. This is where Calls To Action (CTAs) come into play. Calls to action like purchase, call
today, order, browse, sign up, or get a quote make clear what the next steps are.

3. Make sure your ad corresponds with the link

Double-check if the promotions or products that you are offering in your ad correspond with whatever is shown on the
page (landing page) that you are linking to from your ad. If people can’t find what they were expecting from the ad,
chances are big that they will leave your website without taking any actions.

4. Take mobile users into account

Think about creating ads that are dedicated to people on mobile devices. You could, for instance, use your website’s
mobile version as a landing page and offer promotions geared towards mobile users. You should also keep in mind
that your mobile Search Ad may show up differently than your Search Ads that are shown on desktops.

 
Step 4 – Determining your budget

Okay, so now we have to determine how much money we want to spend on this ad. This might sound a bit
intimidating, but it’s really not – I’ll take you through it!

When you arrive at this step in the Autopilot, you’re able to set an average daily budget for your search ad
campaign. Your daily budget is the average amount you’d like to spend each day over the course of the
month. But don’t worry, you’ll be able to change or cancel this budget at any moment and as much as you’d like. 

It could very well be that your Spend may vary each day,  however, you’ll never pay more than what is determined to
be your monthly charging limit. Your monthly charging limit is calculated by multiplying your average daily budget by
the average number of days in a month. 

You may have days that your search ad will get you more traffic than others, which could result in you spending up to
2 times as much of your daily average.

Again, don’t worry!

Days like that are then balanced by days on which your spend is below your average daily budget, making sure that
you’ll never pay more than your monthly
maximum. 

How much should I spend each day?

Depending on your budget, the amount of money spent every day might vary. Naturally, the decision will be made
upon how much money you feel comfortable with spending and your advertising goals.

Of course, testing budgets also works rather well. If you’re unsure of what works best for you regarding your goals,
then going through a testing phase might offer you the results you’re looking for.

Here are two ways of calculating a daily budget

First calculation: Find your monthly budget (whatever you feel comfortable spending), the average days per month,
and then divide them.
For example
Your monthly budget: €500

The average number of days per month: 30.4

So, now: €500/30.4=€16.44

Conclusion: €16.44 would be your daily budget.

Second calculation:
Define how many clicks you want to get per month. The average Cost per Click (CPC) on Search varies between
industries, but the average, in general, is between €1 and €2 per day.

For example
The average clicks you want to achieve: 300 clicks a month. 

The average CPC: €1.50

So, now: €1.50 x 300 = €450 (monthly).

But to know the daily amount: €450/30.4 = €14.80.

Conclusion: €14.80 would be your daily budget.

 
Step 5 – Reviewing your ad settings

Woohoo – We’ve made it to the final step! Now, all that’s left to do is to go over all of the settings you have arranged
for your search ad, to give your campaign a name, click on the Publish button and to let that baby fly!

Check if these settings are all present and correct:

 Website URL

 Language and Location

 Budget

 Keywords

 Campaign name

 Connected ad account

 Ad copy and appearance for desktop and mobile devices

There you have it!

Well done, you’ve made it through all of the steps for creating a Google Search Ad campaign and you are now ready
to make one yourself!
In this article, you’ve learned:

 What a Google Search Ad is

 The different steps to create a Google Search Ad and their best practices
o How to choose the right keywords
o How to write a successful ad copy
o How to determine a budget for your ad

Eager to set up your first campaign? Use our Google Search Autopilot for free and experience what Google
advertising can do for your business! 

It’s easy, you’ve now seen the platform and you know how it works step for step! Wait no longer and give it a try by
creating your account here! If you have any questions along the way, our team is ready and happy to help you any
time!

17. Campaign status: Definition

A status for your ad campaign that describes whether or not its ads can run at the moment.

 For each of your ad campaigns, you'll see information about its current state listed in the "Status" column of
your Campaigns page.
 A campaign's status affects all ad groups and ads within it. For example, when you pause a campaign, all
ads within the campaign stop showing.
 Here are the campaign statuses that you might see:

 Eligible. The campaign is active and can show ads.

 Eligible (limited). The campaign is active, but showing ads only occasionally due to budget
constraints.
 Not eligible. Campaign is inactive because there are no ad groups, all ad groups are paused or
deleted, all ads are paused or deleted, or all keywords paused or deleted.
 Paused. The campaign and its ads aren't running because you have paused it. You can resume
the campaign whenever you'd like to run its ads.
 Removed. The campaign and its ads are not running because you've permanently deleted it. If you
just want to turn off a campaign, do not remove it. Pause the campaign instead.
 Ended. The campaign has passed its end date, so its ads are no longer running. You can change
the end date any time.
 Pending. The campaign has a start date in the future, so its ads have not started running yet. You
can change the start date any time before it's reached.
  Limited by budget. The campaign is active and can show ads, but not as often as it could due to
budget constraints. You can place your mouse over the bubble next to this status to see your
recommended budget.

 About bid strategy statuses

Your bid strategy status calls attention to the state of your automated bid strategy at any given point in time. When
checking your campaign performance, it’s helpful to review the status of your automated bid strategies to be sure
they’re running as expected and help resolve any issues, as needed. This article describes what each bid strategy
status means.

 Before you begin

If you’re not using any automated bid strategies, review About automated bidding to determine if any of them are right
for you. If you don’t know where to find your bid strategy status, learn how to Find your bid strategy status.

 Bid strategy statuses

Inactive

The bid strategy isn't active. Here are some reasons why a bid strategy might be inactive:

 Campaigns are paused, or there are no campaigns attached to this bidding strategy.

 All keywords or ads using this strategy are paused.

 A prepaid budget has been spent.

Active

The bid strategy is active and setting bids to optimize performance. No changes are needed.

Learning
After you make a change to your bid strategy, there may be minor performance fluctuations as Google Ads optimizes
your bids. To indicate this, a "Learning" status may be shown. You can hover over the status to show which of the
following 4 reasons your bid strategy currently has a "Learning" status.

 New strategy: The bid strategy was recently created or reactivated. Google Ads is now adjusting to optimize
your bids.
 Setting change: A setting for the bid strategy was changed. Google Ads is now adjusting to optimize your
bids.
  Conversion action setting change: You’ve recently added or removed a conversion action related to one of
your bid strategies, changed the "Include in ‘Conversions'" setting, or changed your conversion “Count"
setting.
 Composition change: Campaigns, ad groups, or keywords have been added to or removed from the bid
strategy. Google Ads is now adjusting to optimize your bids.

Next step

Continue using your account as usual, but be mindful that key metrics may vary during this time, so you may not want
to measure performance until the learning period is over.

Limited
Your bid strategy is limited by one of the following 3 factors. You can hover over the status in the Status column to
show which factor is limiting your bid strategy.

Inventory

Bid limits

Budget constrained

Misconfigured (Maximize bid strategy with shared budget)

Maximize clicks bidding, Maximize conversion bidding, and Maximize conversion value bidding are automated bid
strategies that help maximize your performance (clicks, conversions, and conversion value) while spending the
average daily budget. If these strategies share a budget with another bid strategy, your bid strategy status might
show as misconfigured. To prevent this, all campaigns in the same shared budget should be utilizing the same
portfolio bid strategy. Below is a list of where your misconfigured status might show up and what you can do to
resolve each issue.

Standard (campaign-level) bid strategy is misconfigured

Portfolio bid strategy is misconfigured

Misconfigured (conversion setting)

Automated, conversion-based bid strategies—Target cost-per-action (CPA), Target return on ad spend (ROAS), or
Maximize conversions—use your conversion history to optimize bids with precision on each and every auction. But if
you don’t have the right conversion actions set up, it could impact the accuracy of your strategy’s automated bids,
limiting your conversions.
Below are a few reasons that your conversion tracking settings might be limiting the performance of your bid
strategies and what you can do to resolve each issue.

18.Display Camapign

 Create a Display campaign

Display campaigns let you reach a relevant audience with visually engaging ads as they browse millions
of websites, apps, and Google-owned properties (such as YouTube) to achieve your marketing objectives.

A Display campaign is one campaign type available to you in Google

Ads.

 Benefits

 Reach relevant people in multiple places: Display campaigns can reach people worldwide across millions of
websites and apps, and on Google-owned properties. This allows you to expand your reach and stay top of
mind with an audience beyond just Google Search.
 Build campaigns around your goals: Drive sales, leads, and website traffic or build awareness and
consideration for your business, product, or service.
 Designed for ease of use: Display campaigns use advanced machine learning solutions across targeting,
bidding, and formats to reach a new or existing audience. This can help your campaign deliver the best
campaign results, friction-free. Machine learning powers most Display features, such as Smart Bidding,
optimized targeting, and responsive display ads.

Can I still create a Smart Display campaign?

For a short period of time, you can still create and manage Smart Display campaigns in Google Ads. However, Smart
Display campaigns don't have access to some of the new features available in the new Display campaign creation
experience (such as the ability to add targeting signals to optimized targeting). If you'd like to try these new features,
choose "Standard display campaign" when you set up a Display campaign in Google Ads.

Instructions
1. Create a new Display campaign

You'll begin by creating a new campaign in your Google Ads account and selecting a goal for your campaign. The
goal that you select should align with what you want to achieve with your campaign. For example, if you want to
encourage people to visit your website, select Website traffic when you create the campaign.

Create a new campaign and set a goal

2. Select your campaign settings

Your campaign settings allow you to choose the locations and languages where you want your ads to appear. You
can also select how often your ads appear to the same customer, opt out of showing your ads on content that doesn’t
fit your brand, set start and end dates for your campaign, and more.

Choose locations and languages

Additional campaign settings

3. Set your budget and bidding strategy

Your budget influences how often your ads show and how prominently they’re featured. Your bidding strategy
determines the way your budget is spent. Display campaigns support automated and Smart Bidding strategies that
can manage your bids for you and can help you meet performance goals.

Choose a budget and bidding strategy

4. Choose your targeting strategy

Display campaigns offer multiple ways for you to reach people. You can:

 Let Google Ads find the best performing audience segments for you with optimized targeting.

 Add additional criteria like audience segments or keywords (also known as "targeting signals") to optimized
targeting to find similar criteria to serve your ads on.
 Or, turn off optimized targeting and choose targeting signals that make the most sense for your campaign.

Set up targeting

Which targeting option is right for me?

 You want to reach and acquire new, relevant customers while meeting your goals: Keep optimized targeting
enabled. You don't need to add targeting signals.
  You want to reach and acquire new, relevant customers, and you have specific audience segments that you
want to reach: Add targeting signals to the campaign and keep optimized targeting enabled.
 You don't want to look for new customers: Turn off optimized targeting and use your current data segments.

5. Create responsive display ads

Display campaigns support responsive display ads. With responsive display ads, you can upload your assets
(images, headlines, logos, videos, and descriptions), and Google will automatically generate ad combinations for
websites, apps, YouTube, and Gmail.

To improve the effectiveness of your ads, consider uploading:

 5 or more images

 2 or more logos

 5 headlines

 5 descriptions

 A video

If you want to have more control over the creatives for your Display campaigns, you can also build and upload your
own image ads.

When you finish, select Add to ad group. You can then choose to add a new responsive display ad to the same
campaign, or choose Next to finalize your campaign.

6. Review your campaign

On the “Review” page, you’ll have the opportunity to review all of your setting selections.

Here, you can address potential issues described in alert notifications. To do this, click Fix it in the notification.

If you receive a notification about an issue preventing campaign publishing, you won’t be able to publish your
campaign until that issue is resolved.

If you’re ready to publish, select Publish campaign.

What’s next

After you’ve finished setting up your campaign, it may take a few days for your ads to start showing. Ads are typically
approved within 1 business day. Reporting for Display campaigns may take up to 72 hours to appear in your Google
Ads account
It may take some time for your bidding strategy to fully optimize performance. If you don’t see the results you’re
looking for in the first 14 days of your campaign, consider increasing your bid or updating your bidding strategy to
Maximize conversions. You should also make sure there’s enough budget to support your campaign.

19..Creating Gmail Display Camapaign

Sharing is Sexy!

 Share on Facebook

 Share on Twitter

 Share on LinkedIn

For those of us who have Gmail accounts, which I assume most of us do, you may have noticed the “Social” and
“Promotions” tab. This is where you can find Gmail Ads.

For those of you who haven’t created Gmail Ads, we created an easy guide to help you setup your first ads.

Creating Your Ads

1. Create a New Gmail Campaign

Click on the blue button with the plus sign to create a new campaign.
Click on the “New campaign” option.

2. Select on a Campaign Goal

If your site is setup to track Google Ads conversions, use either “Sales” or “Leads” that directly relate to your goal. If
you are not tracking conversion actions, use “Website traffic”.
3. Choose a Campaign Type

You will want to choose “Display” to run Gmail Ads.

4. Choose a Campaign Subtype

Choose the “Gmail campaign” option.

5. Add Your Business Website

Enter the website you are planning to promote. This will help customize settings and features related to your
customer taking action related to your business.

Click on the “Continue” button.

6. Setup Campaign Name, Locations, & Languages

Set a campaign name related to your campaign initiative, select the proper location you want to target, and select the
language related to your audience.

7. Setup Bidding Strategy

You want to setup your Bidding options to maximize your campaign goals.

If your site is setup for conversion tracking, you will want to track “Conversions” along with using “Automatically
maximize conversions”, an algorithm dependency to help you get the most conversions for your budget.
8. Setup the Campaign Daily Budget

Setup your “daily” budget spend for the month. Take the number of days in the month and divide it by your total
monthly budget.

Also note, Google may spend higher or lower than your daily set budget, but it will normalize and spend within your
monthly accumulated budget amount.

For example, if your daily budget is $10/day, in a 30 day month, Google will spend close to $300 for that month, even
when you have some days you spend $20 or $5.

9. Setup Additional Settings

There are additional settings you can set that may help to optimally set your campaigns to achieve your campaign
goals.
  Ad Rotation – If you have more than one ad, you can settings on how you want to allocate traffic among your ads. You
also have an algorithm option to allow Google to select what ads to run (Optimize: Prefer best performing ads) which
Google will run in the back-end.

 Ad Schedule – You can select the days and times of day you would like to run your campaign that best suits your
business goals.

 Start and End Dates – If your campaign has a start and end date, you can assign these dates to help minimize
additional campaign management.

 Devices – You have the option to show on all devices or select devices you want your ads to appear. Your device
options include Computers, Mobile Phones, Tablets, Operating Systems, Device Models, and Networks.

 Campaign URL Options – You can add a tracking template and custom URL parameters for granular analytics
tracking.

 Conversions – You can select the different conversion setups and how to optimize this action.

10. Create Your Ad Group

Enter a related Ad Group name.

11. Choose an Audience & Demographic Targeting (if applicable)

 Audience Keywords – You can add keywords related to your business and audiences who have shown interest
related to these keywords may see your ads.

 Audiences – You can select audiences specific to an individual’s interests, intents, demographics, and any custom
audience list that can help improve bidding and audience targeting.

 Demographics – You can select specific demographic data points like Gender, Age, Parental Status, and Household
Income.

12. Automated Targeting

You can set the Automated Targeting to expand your campaign and find new customers.

The three options available are “No automated targeting”, Conservative automation”, and “Aggressive automation”.

Depending on our budget and goals, you will approach these settings differently. If you have already set a targeting
option in the previous steps, you should choose “No automated targeting”. If you have larger budgets, you may
choose the “Aggressive automation” option.

My recommendation is to start with “No automated targeting” or “Conservative automation” and gather enough data
to make a high confidence assessment of potential. If the KPIs are within reason, I would look to run a test and scale
using “Aggressive automation”. All campaigns are different and will behave different ways, always test your options to
know what best works for you.
13. Create Your Ads

Select the NEW AD link.

If you don’t have existing ads, choose “Gmail ad” to create a new ad.

Add relevant ad elements within the ad preview.

 Business Name – Add your business name related to this ad. There is a 20 character limit.

 Headline – Add a strong headline that captures one’s attention to continue further into the ad and to the site. There is a
25 character limitation.

 Description – Add a relevant description that complements the headline, speaks to the value proposition and benefits.
This has a 90 character limitation.

 Final URL – Add a working URL that leads a visitor to your site or related landing page.

 Ad Assets – Add Images or Videos related to your ad.

 More Options – You can add additional ad options (recommended). We use the “Call to action” option to guide the
visitor to the next step (e.g. visit landing page).
Select the “Create Campaign” button to create the campaign.

Gmail Ad Specs

Ad Element Specs:

 Business Name – 20 characters

 Headline – 25 characters

 Description – 90 characters

 Final URL – no character limit

Image Specs:

 Logo

o Logo Image Size – Square: 1200 x 1200 (minimum size required: 144 x 144). Aspect ratio must be 1:1.

o Logo Maximum File Size – 150KB (1MB for header image and marketing image)

 Marketing Image

o Landscape (1:91:1): 1200 x 628 (minimum size required: 600 x 314).

o Square: 1200 x 1200 (mimumum size required: 300 x 300).

 Header Image (optional)

o 1200 x 400 (minimum size required: 600 x 200).

Top 5 Common Gmail Ads Best Practices

 1. Use Google Ads conversion tracking to track campaign activity. Without any tracking, you are running your
campaigns blind and you will not know how to improve performance. It’s always best practice to have your tracking
codes in place before running any ads.

2. Separate Campaigns in relation to similar tactical metrics. For example, you may have one campaign for upper-
funnel engagement activities and another campaign for bottom-funnel conversion actions. Upper-funnel will always have
different KPIs vs lower funnel areas. This is especially important when using any algorithm objectives to optimize
campaigns.

3. Utilize demographic targeting related to your audience. Only use this if it completely makes sense or you have
conclusive data to support your settings. If you apply targeting settings without conclusive information, you may be
minimizing opportunity.

4. Test multiple ads in each Ad Group. Always test different ads to get the best performer. Test different messaging that
results in conversions. Continue testing and integrate new ads to beat the current winning ad.

5. Test multiple landing pages. Just like testing multiple ads, always test different landing pages with congruent creative
and messaging that leads to a conversion.

19. Use frequency capping

Frequency capping allows you to limit the number of times ads appear to the same person. You can use frequency
capping in Display campaigns and Video campaigns.

This article explains how to use frequency capping in your campaigns.

How it works

Depending on your campaign type, frequency capping works differently.

Display campaigns

 You can allow Google Ads to optimize how often your ads show to users, or you can set a frequency cap
manually to manage the number of impressions on the campaign, ad group, or ad.
 Third-party cookies are used by default, but if those aren’t available, then first-party cookies are used to
approximate impressions.
 You can only use frequency capping from the "Frequency management" section in your campaign settings.
You can’t adjust frequency capping settings when you create a new campaign.
 For Display campaigns, only impressions that were viewable count toward frequency caps.

Video campaigns

 Frequency caps for Video campaigns can only be set on the campaign level. When you set the frequency
cap for a Video campaign, you set a limit on your videos in a campaign for selected time intervals based on:
  Impressions

 Views

 Both impressions and views

 If the videos in a campaign are used in other Video campaigns, both those other impressions and views
count towards the frequency cap of that campaign.
 When a user reaches the frequency cap, Google stops showing this campaign to the user. This only applies
to in-stream and bumper ads in the auction.

Instructions

Set a frequency cap in a Display campaign

Note: You can only set a frequency cap in a Display campaign after you create the campaign. This can be done from
the "Frequency management" section in your campaign settings.

1. Sign in to your Google Ads account.

2. In the page menu on the left, click Settings.
3. Click Campaign settings, then select a Display campaign you want to add a frequency cap to.
4. Click Additional settings.
5. Select Frequency management and then choose how often your ads show to the same user. You can
choose to let Google Ads optimize how often your ads show (recommended) or choose your own settings
for the frequency cap.
6. Click Save.

Set a frequency cap in a new Video campaign

1. Sign in to your Google Ads account.

2. In the page menu on the left, click Campaigns.

3. Click the plus button   and select New campaign.

4. Select your campaign objective and click Continue.
5. Select your campaign type.
6. Click Continue.
7. Click Additional settings.
8. Select Frequency capping.
 Cap impression frequency: Limit how many times ads in this campaign can show to the same user.

 Cap view frequency: Limit how many times ads in this campaign can get a view or interaction from
the same user.
9. Enter the number of impressions or views cap for the campaign. The value must be a whole number (such
as 4, not 4.5).
10. Select a time interval (per day, week, or month).
11. When you finish, click Create campaign.
Set a frequency cap in an existing Video campaign

1. Sign in to your Google Ads account.

2. In the page menu on the left, click Campaign settings, then select the Video campaign you want to add a
frequency cap to.
3. Click Additional settings.
4. Select Frequency capping.
 Cap impression frequency: Limit how many times ads in this campaign can show to the same user.

 Cap view frequency: Limit how many times ads in this campaign can get a view or interaction from
the same user.
5. Enter the number of impressions or views cap for the campaign. The value must be a whole number (such
as 4, not 4.5).
6. Select a time interval (per day, week, or month).
7. Click Save

20.Narrow Targeting

Use the “Targeting” setting in your ad groups or campaigns, when you want to narrow your ad group to only
show to specific audiences or on specific content you've selected. Targeting is recommended for all advertisers
in their Display campaigns. Targeting restricts the reach of your ad group

21. Targeting expansion in Display campaigns

Targeting expansion is now available as optimized targeting for any new Display campaigns that you create. Like
targeting expansion, optimized targeting looks at any audience segments you’ve added to your targeting and uses
that as a starting point to find new and relevant audiences for the campaign. As an additional benefit, optimized
targeting may look for audience segments that fall outside your selected audience segments if there’s an opportunity
for better performance.

Targeting expansion increases your reach to additional users to help you generate more conversions with Display
campaigns. This article tells you how to change your targeting expansion setting and how to evaluate its performance
in your campaign.

For an overview of targeting expansion in Display campaigns and how it works, read About targeting expansion in
Display campaigns.

Before you begin

Targeting expansion results in new placements, so it's suitable for advertisers who don't have strict brand guidelines
about where their ads appear. Keep in mind that you can still exclude placements from your ad group, campaign, or
account.
If you're a conversion-focused advertiser, consider using a bidding strategy such as Maximize conversions, Target
cost-per-action (CPA), or Target return-on-ad-spend (ROAS) with targeting expansion. Using Target CPA or Target
ROAS is recommended for targeting expansion because it allows our system to best use conversion data to get you
the most value for your campaign.

Instructions

Change targeting expansion settings

1. In Google Ads, find your campaign and click on it.

2. Click the ad group that you'd like to adjust targeting for.
3. Click Settings in the navigation menu.
4. Click Edit ad group targeting.
5. Drag the slider to the left or right to change targeting expansion settings.
6. Click Save.

The default setting offers limited expansion to additional audiences. To increase your reach at the same target ROI,
you should choose the highest level of automation.

Review performance

When reviewing your performance, keep in mind that targeting expansion extends your reach to people who
otherwise wouldn't have seen your ads. The conversions you get through targeting expansion are additional
conversions that you wouldn't otherwise have gotten.

When you maximize your targeting expansion setting, your initial average cost-per-action (CPA) may fluctuate. Over
time, targeting expansion will learn which targeting works best for you and optimize your reach at a more consistent
average CPA to drive the most possible conversions.

To review how your ads are performing with targeting expansion, you can:

1. In Google Ads, click Display campaigns in the navigation panel.

2. Click the campaign for which you'd like to review performance.
3. (Optional) Click an ad group in the campaign to see performance at a more granular level.
4. In the page menu on the left, click Audiences or Keywords.
5. Scroll to the bottom of the statistics table and review the summary rows at the bottom. The row labeled
"Total: Expansion" contains all traffic from targeting expansion.

Compare performance

If you have different ad groups using different kinds of targeting, you may want to see how they each perform. To do
so:
 1. In Google Ads, click Display campaigns in the navigation panel.
2. Select Ad groups in the page menu on the left.

You can see data on clicks, impressions, and conversions by ad group.

Targeting vs. observations: If you edited your ad group to use "Observations," you may see reports on how additional
targeting may benefit your ad group. Learn more about targeting and observation settings.

22.Campaign Goals

campaign goals in Google Ads

Using a goal eases your decision-making when you create a campaign in Google Ads by guiding you to the specific
features designed to help your campaign succeed. When you create a campaign, you can select a goal. The goal you
select should align with the main thing you want to get from your campaign, for example, Sales or Website traffic.
After selecting a goal, you'll see relevant, recommended features and settings to help you attain the results that
matter most to your business.

This article explains how goals work and defines what each goal can do to help improve the performance of your
campaigns.

Note: When creating a Google Ads campaign, some users may be asked to select their campaign goals before the
campaign type.

How goals work

When you create a campaign, select a goal that corresponds to the main thing you want your campaign to achieve for
your business.

For example, if after viewing your ads you want people to visit your website, you can select the "Website traffic" goal.
As you set up your campaign after selecting this goal, you'll see recommended features and settings that can help
generate visits to your website.

You can add or remove a goal at any time and, if you want, choose to not use a goal and create your campaign
without seeing a goal's recommendations. To see more information about each goal type and some of the highlighted
features each goal recommends, simply place your cursor over a goal.

After you select campaign goals, you can select the type of campaign you'd like to run, which determines where
customers see your ads, as well as the settings and options available to you. Once you specify a campaign type, you
go on to select the networks in which you’d like your ads to appear.
Create a campaign with goals

Goals for Search campaigns

Goal When to use it Types of features

Sales  Drive sales or conversions online, in Features that start the purchasing or conversion
app, by phone, or in store process, such as bidding strategies aimed at clicks,

 Engage with customers who have extensions, and ads that show to potential customers

already contacted you or are close to as they browse sites, videos and apps that partner

making a purchase decision with Google

Leads  Encourage relevant customers to Features that start the conversion process, such as
express interest in your products or audience targeting, extensions, and ads that show to
services by signing up for a newsletter people as they browse sites, videos, and apps that
or providing their contact information partner with Google

Website  Drive potential customers to visit your Features that help researching customers find
traffic website potential product options, such as ads with relevant,
dynamically generated headlines, extensions, and
bidding strategies that can help increase visits to your
site

Goals for Display campaigns

Goal When to use it Types of features

Sales  Drive sales or conversions from Features that start the purchasing or conversion
customers who are ready to act process, such as visually striking ads, automated
 Engage with customers who bidding and targeting, and other features that help

have already contacted you or you reach people who are actively browsing,
are very close to making a researching, or comparing the products and

purchase decision services you sell

Leads  Encourage relevant customers Features that start the conversion process, such
to express interest in your as automated bidding and targeting, visually
products or services by signing striking ads, and other features that help you
up for a newsletter or providing collect email addresses, newsletter signups, or
their contact information other relevant contact information from people
interested in your business
Website traffic  Drive potential customers to Features that help researching customers find
visit your website potential product options, such as automated
bidding, targeting, and ad creation, as well as
features that can help you build a list of visitors
you can later reconnect with
Brand awareness & reach  Increase awareness of your Features that help you build brand recognition,
products or services such as compelling visual ads, bid strategies that

 Introduce customers to what drive views, and other features that help attract

you offer when releasing a new new customers and capture their attention
product or expanding your
business into a new area

Goals for Shopping campaigns

Goal When to use it

Sales  Drive sales or conversions online, in app, by phone, or in store

 Engage with customers who have already contacted you or are close to making a purchase
decision

Leads  Encourage relevant customers to express interest in your products or services by signing up
for a newsletter or providing their contact information

Website  Drive potential customers to visit your website

traffic

Goals for Video campaigns

Goal When to use it

Sales  Drive sales or conversions from customers who are ready to act

 Engage with customers who have already contacted you or are very close
to making a purchase decisions

Leads  Encourage relevant customers to express interest in your products or

services by signing up for a newsletter or providing their contact information

Website traffic  Drive potential customers to visit your website

Product and brand  Encourage potential customers to consider your brand or products when
consideration
 they are researching or shopping for products
 Engage with people who've demonstrated interest in your brand

 Encourage people to consider your brand or products in the future

Brand awareness and reach  Reach a wide audience while using your brand efficiently

 Increase awareness among relevant audiences

 Use a variety of ad formats designed to get users to recognize your brand

Goals for App campaigns

Goal When to use it

App  Drive app installs and engagement with an automated campaign showing ads on the Google
promotion Search Network, the Display Network, Google Play, within other apps, and on YouTube.

23. Create a video ad sequence campaign

You can create a video ad sequence to drive deeper awareness of your product or service. A video ad sequence is a
campaign subtype available under the “Product and brand consideration” and “Brand awareness and reach” goals in
Google Ads.

In this article, you will learn how to create and edit a video ad sequence campaign.

Before you begin

Make sure that you link your YouTube account to your Google Ads account, and use videos from your YouTube
channel.

Instructions

Create a video ad sequence campaign

1. Sign in to your Google Ads account.

2. In the page menu on the left, click Campaigns.

3. Click the plus button  , then select New campaign.

4. Select the Product and brand consideration or Brand awareness and reach goal.
 If you don't have a goal in mind for the campaign, you can also choose Create a campaign without
a goal's guidance.
5. Select the Video campaign type.
 6. Select the Ad sequence campaign subtype.
7. Click Continue.
8. Enter a campaign name.
9. In the “Bidding strategy” section, choose a bidding strategy. The bidding strategy that you choose
determines the ad formats that are available to you in the ad.
10. Enter additional details about your campaign, such as the budget.
11. Choose how you want to create your sequence:
 Create a custom sequence: You control the order of videos in the sequence.

 Create an automatic sequence: Google Ads optimizes the order of videos in the sequence.

 Use a sequence template: Choose a template to build the sequence. Learn more about sequence
templates.
12. Click New step to create the first step in your sequence campaign.
13. Enter an ad group name and YouTube video URL for the first step in the sequence campaign.
14. Choose an ad format, then fill in details like the display URL and the ad name.
15. Set a bid for the first step in the sequence.
16. Click Add to sequence to add the step to your sequence campaign.
17. Click New step to create the next step in your sequence.
18. Choose the interaction type that leads to the next step. The interaction type that you choose is based on the
bidding strategy in your campaign:
 Impression: The ad was shown to the viewer.

 View: The viewer engaged with or watched at least 30 seconds of the ad (or the entire ad, if it was
less than 30 seconds). Only available for campaigns using Target CPM as the bidding strategy and
skippable in-stream ads as the ad format.
 Skip: The viewer skipped the ad. Only available for campaigns using Target CPM as the bidding
strategy and skippable in-stream ads as the ad format.
19. Continue to add steps to the sequence until you've completed all sequence steps in the campaign.
20. Click Create campaign.

Edit your video ad sequence campaign

1. Sign in to your Google Ads account.

2. From the page menu on the left, click Ad groups or Ads & extensions, and then click the pencil icon  .
 You can also edit your video ad sequence by clicking Campaigns in the page menu on the left, and
then clicking Settings. Under "Additional settings," click Sequence steps and then Edit sequence
steps.
3. On the "Edit your video sequence" page, click New step to add a new step to the sequence or to edit the
existing steps in your video ad sequence.
4. After you're done editing your video ad sequence, click Save Sequence.
5. To confirm the change, click Yes, change order.
View reporting for your video ad sequence campaign

1. Sign in to your Google Ads account.

2. From the page menu on the left, click Campaigns.
3. Choose the video ad sequence campaign you want to view. You'll be taken to the "Ad groups" tab for that
campaign. From this view, you can see the performance of each step in your campaign. Each step is
represented by an ad group, where you can see metrics such as impressions or views.
4. Use the "Sequence path" column to locate where the step is in the sequence.
 When you hover over the "Sequence path" for a step, you can see the path of steps and the
interactions required to get to the step

24. Where can Google app campaigns be displayed?

What makes Google App campaigns so unique is that unlike the Apple search Ads, here app campaigns can be
displayed across Google’s Search, Display, and YouTube network.

Below are some of the places where Google App campaigns can be displayed

 Gmail

 Google’s Display Network

 YouTube

 Google Search

 Discover (in the Play Store)

 In-app

Creating Google Ads app campaigns

To set up a google universal app campaign, you first need to log in to your Google Accounts and click on the “+” icon

Then click on to the New campaign

Click on to the universal app button located at the far right side 

After this, you can select the app platform for which you have developed your app
Search for your app from the drop-down menu and select it.

Press continue and name your campaign and add the text idea.

Do keep in mind that the text that you set here is automatically chosen and tweaked to create the best performing
add for your  Ad campaign.

Say for example if a particular line performs better it will be displayed more often. In addition, you could add up to 20
videos and images to be shown in your ads.

You could also preview the ads generated for you.

After adding text and other options you could choose your preferred location to target. There is also a language
selection option where you could select the language of your choice.

You could choose your budget, campaign goal and bid  amount

Do keep in mind that the bidding will be the average amount that you will be paying for each campaign. In the last
step, you should set a run date and click confirm.

Universal app campaign best practice

If you are someone who is planning to select an objective for an ad campaign, you can consider two primary options.

1. Cost per Install(CPi)

This will direct the google Ads to push for the maximum number of installations but within the prescribed constraints
of your budget.

Here you can bid for the amount of money that you are willing to pay for every installation.

2. Cost Per Action(CPA)

In general, CPA is a pure performance-price model where you pay a fixed amount based on your pre-specified
action.
Here unlike the CPI, you can choose from many different post-install actions such as app launch, registration,
purchasing a particular item etc.

Your bid should be the price you are ready to pay for each in-app conversion.

How to track conversion for Google app install campaigns?

To quickly ensure the ultimate goal of driving as many installs as possible, Google Ads need to have access to the
data of your current users who drive the revenue.

Coupled with the power of Artificial intelligence, Google will keep a thorough track of all the actions that a user does
on your application.

An enriched database of all user actions on your app will be specifically created for you. Later on, Google Ads will
optimise the data to bring in your app action goals into reality.

You could track the level of user engagement and app usage with the support of Google Analytics.

This is a free tool that helps the user to measure the app usage data and track user engagement. This will also
provide the user with reports of in-app events.

Also, you will have the flexibility to segment your users based on their behaviour and target each cluster specifically
to incite more user response.

Google recommends putting a campaigning budget at least ten times your target CPA. 

Say, for example, if your targeted CPA is 50$, you should at least try to allocate a budget of 500$.

Let’s say ten different users from different parts of the globe will be doing some specific action on your app.If any of
these actions didn’t meet your requirement, it is better to use an app action that gives the desired results.

With each campaign, Google recommends you to give time for at least 100 conversions before introducing any
changes.

Google allows you to run multiple campaigns for different goals. It is advisable to set up a new campaign instead of
optimising your existing campaign for a different plan.
Tips to optimise Google App Install campaigns

It is an undeniable fact that Google algorithm works best for App install campaigns.

But by implementing slight changes in the way you optimise your Google App Campaigns, it is guaranteed that you
reap the maximum benefits.

Let us take a closer look at some of the ways by which you could optimise Google App Install campaigns.

1. Assets should be in sync with your goals

While you are assigning the goals of your ad campaign, make sure that you choose the assets that go in par with
your goals.

In a broader sense, we can categorise the ad, dividing the goals into the following three.

1.1 Install Campaigns:

Here app install is your main agenda. You want to run a campaign that points out various pain points among the
people and give them a valid reason for the benefit of installing the app.

1.2 Purchase Campaign:

In this campaign, the main goal is to make sure that the users purchase the app. By displaying exciting offers, you
could lure your customers into buying the app.

1.3 Retention campaign:

If your goal is to make sure that the users should use your app for a long time, you could include the features to make
sure that the users stick on with your app for a longer time.

2. Allocate sufficient budget

Once you have set up the campaign, it might take up to a week for the google algorithm to carefully analyse your ad
performance and bring up steps to increase the campaign.

While allocating budget, it is wise to set a daily budget which is 50 times of your CPI target. In case if you find this too
much, you should put at least a minimum 10X of your CPA target.
Setting this will make sure that money will not be lost unnecessarily.

3. Regularly update your creative inventory

Adding creative images and texts is very much important when it comes to launching your app campaign.

While designing creatives, make sure that you use different image sizes and video aspect ratio.

You might be wondering why?

The main reason is that if you are only using square images, you won’t be having access to portrait or video image
inventory which is a speed blocker in unleashing your full volume potential.

4. While adding video give more emphasis on the App experience

It is undoubtedly true that when it comes to attracting leads, nothing works better than video.Photo by Andrea
Piacquadio from Pexels

And simply because of that one reason, a poorly created video won’t attract any app users.

As per Google, while adding video, it is crucial to make it short and crisp. More importance should be given to
customer experience.

Videos such as customer reaction after using the app or showing how easily you can fix a big problem could ensure
more app conversions.

5. Find out which app events to track

In an app life cycle, there could be endless events happening from installation to conversions.

Tracking all these will be a waste of time.

You should identify certain relevant app events and prioritise it over the others instead of focussing on everyone.

Supporting platforms
Knorex XPO supports different types of app install campaigns which also includes Google’s Universal App Install
Campaigns. Creating a UAC in XPO has been made simple for you with the following steps:

1. Using your Account Dashboard, click +Quick Launch

2. Select channel as Search and campaign objective as App Install

 Select Advertiser and Google Ad Account

 Select Mobile App’s Platform and search for your app linked to this account

 Select KPI as Cost Per Install

3. Select Languages and/or Geo-locations 

4. Add overall and daily budget, and allocate budget to the Search channel

5. Search and choose bidding strategies (Install Volume, In-App Actions)

6. Save and go to the Ad Group dashboard, create a Search Ad Group for this campaign.

7. create a Search Creative from the creative dashboard.

You can also sync the existing UAC campaigns with their exact strategy, optimization, and data from your Adwords
Account into XPO, with no drop in the campaign performance.

Bottom Line

If you have launched an app, you will undoubtedly be wanting maximum downloads and in-app conversions.

Through Google Ads app install campaign, you can quickly iterate a campaign that delivers the maximum results.
Unlike other in-app advertising platforms, Google App Campaigns allow you to display relevant ads across all
platforms owned by Google.

Another great thing is that you could target all these properties of Google from a single place to display your best-
performing apps. And through this, you can ensure peak conversions through more tailored bids and tested budgets.

25. HTML 5 ASSETS VIDEO REFER TO LECTURE SECTION

The ad approval process in Google Ads

The process of reviewing ads by Google can take one to two business days. During the process, all content in your
ad is checked, including the headline, description, keywords, destination, images and video.
If any issue is found, you’ll be notified by email and told what you can do next.

In the message, Google will identify the problem and the status of this ad will change to "Disapproved".  For example,
if it turns out that the website on which the ad is running does not work, the ad will change the status to
"Disapproved" and you will receive a message indicating the reason for the disapproval.

There will be different statuses displayed both before and after the review.

Before review:

 Eligible: The ad is still being reviewed. In the meantime, it can show on Google search pages, but not on
the Display Network.
 Under review: The ad is still being reviewed and can't show until it's been approved. The video ad is not
yet approved to appear on YouTube, but the ad is under review.

After review:

 Approved: The ad complies with the AdWords policies, so it can be shown to all audiences.

 Approved (limited): The ad can run, but not in all situations because of policy restrictions, such as
trademark use or gambling-related content.
 Serving: The video ad is approved to appear on YouTube.

After review, your extension can run if it has one of these statuses:

 Approved: The extension complies with the AdWords policies, so it can be shown to all audiences.

 Approved (limited): The extension can run, but not in all situations because of policy restrictions such as
trademark use or gambling-related content.
 Approved (non-family): The extension can run, but not in all situations because the content is considered
"non-family safe."
 Approved (adult): The extension can run, but not in all situations because the content is considered
"adult."

After review, your ad can't run if it has one these statuses:

 Disapproved: The ad cannot run because its content or its destination violates AdWords policy.

 Not serving (video ads): All formats (headline, description, video, etc.) of the video ad have been
disapproved.
 With issues (video ads): One or more of a video ad's formats are "Disapproved" or "Approved (limited)."
What to Expect in the First 7 Days of Running Google Ads

When you first activate your Google ads account, it typically takes 24-48 hours for Google to review and approve
your account.

After you receive approval, Google takes another 7 days to:

 Gather vital data about your business

 Learn about your desired topic

 Examine your target audience

Depending on how big your business is or how complex your audience may be, this process can take longer to
complete.

(image source)

How to Know If Your Ads Will Succeed

Here’s something to keep in mind during the initial onboarding or ramp-up time: you will only get a fraction of your
desired impressions and clicks from your daily budget. This is because Google will not spend your full daily budget
right off the bat.

So, how many impressions should you see as an early sign of success?
Ideally, we recommend a minimum of 15 clicks per day per ad group (not campaign) and at least 200-300 clicks
on the keywords per month. If you are not getting this many clicks per day per ad group, then you need to think
twice about your budget and campaign setup.

What to Expect After the First Week of Running Google Ads

You can rest assured that Google will continue to serve your ads and collect data after the first week of account
activation. However, DO NOT expect leads to just start flooding in.

In reality, it can take between 2-4 weeks for your Google Ads campaign to pick up momentum.

Stay Calm and Advertise On

During the 2nd to 4th week of the ad campaign, try not to make too many changes to your ad account. You want
Google to continue to gather as much data as possible without having to redo the process due to constant account
updates.

But, that’s not all! This next point is very important for you to know:

When you start a Google Ads campaign, make sure your click-through-rate (CTR) is NOT being ranked just yet.

What is CTR and Why is it Important?

Your click-through-rate is the biggest factor for determining how relevant your Ad campaign is to your target
audience. Without this metric, Google is bound to calculate secondary factors such as:

 Keyword to ad relevancy

 Ad to landing page relevancy

 Website load time

 Historical account performance

If Google can’t accurately grade your campaign just yet, then it’s dangerous for them to allow you to be shown
equally with other Google Ads advertisers with proven track records, known as High-Quality Scores. This is helpful for
your business because you won’t have to compete directly with businesses that have higher scores than you!

After completing this learning process, you will get a chance to update your ad in order to have better conversions
and a higher-quality score. Then, you will have a better experience when you have to compete with already-
established Google Ads!

Now that you know about CTRs, let’s talk more about the Google Ads learning period.

Understanding Your Google Ads Learning Period

When you first start a new campaign or make significant edits to your existing campaign, your account status will set
to “learning.”

Other factors that trigger the “learning” status include:

 Changes to the settings for the bid strategy

 Changes to the conversion actions (updating an existing action or creating a new one)

 Implementation of a new smart bidding strategy

 Significant changes to the campaign’s composition

  Large changes in budget or bid

o Follow the 20% rule: Avoid budget changes larger than 20% of your current budget

 Pausing and Enabling Campaign or Ad Groups

o Recently pausing and then reenabling a campaign for a 1 day holiday put a client’s campaign into a
5 day learning mode

Typically, changes to keywords, ad groups, or ads will not trigger a learning period. However, if you introduce bulk
changes to several of these components, you may incur the learning period to your campaign.

Don’t Be Alarmed by Higher CPCs and Lower Conversions!

During the learning process, you should expect delivery and efficiency to go down. On the other hand, your CPCs will
be higher, cost-per-acquisition will increase, and conversion rates will decrease. Yikes!!!

But don’t worry, this is just part of the process. You will recuperate all of this once your PPC manager follows our best
practices, so no need to panic! Here’s why this trend happens during the learning process:

Google needs your Quality Score and bid to determine when you show up in the ad auction. Furthermore, Google
also needs to understand what delivers the results (conversions) you’re asking it to optimize. In summary,
the algorithm needs the time to work with the signal and understand what is proven to work and drive results.

(image source)
What Should I do After the Google Ads Learning Period?

After the algorithm has enough data, your status will be listed as “eligible.” From this point on, you can make
optimization changes to the Google ad campaign, including:

 Ad copy

 Target keywords

 Negative keywords

 Target audiences

 Location

Be sure to make all the necessary changes so you don’t continue to waste clicks.

Optimization Changes and Timing

Each time an optimization change is made, you will need to wait for enough data to determine how that change
impacted the campaign. Depending on the size of your changes, this process can take about 1-2 weeks. With that
being said, you want to set up a strong foundation in the beginning so you don’t accidentally prolong the learning
period.

Unfortunately, if you partner with the wrong agency or hire the wrong specialist, you can waste a lot of money inside
Google Ads. In fact, it can make or break your company!

We’ve seen amateur PPC specialists and even big agencies waste 10 and 100s of thousands of dollars per month
because they chose the wrong keyword type, didn’t add enough negative keywords, and even run the campaigns
24/7.

(image source)
Don’t let higher costs sway you away from skilled agencies that understand PPC. Trust me, it is worth investing $500
in a knowledgeable agency (roughly 1 to 2% more than a poorly equipped competitor) that can create a successful
Google ad campaign and help your business increase conversion rates. See how Chatter Buzz Media can deliver
digital marketing results that pay for themselves through our expert campaign optimization services.

Google Ads Optimizations and Re-Optimization

The process of optimizing and re-optimizing your Google ad, along with the time it takes for Google’s algorithm to
adjust to each change you make, does add up to a 3-month process (7 days x the number of changes made =
about 3 months).

Of course, this amount of time can vary depending on the type of advertisement you’re running, the audience you
hope to target, and more.

Basically, you’re allowing Google to become an expert at advertising your business!

A professional PPC company that is a Google Premier Partner is a great resource to have when trying to figure out
how to optimize all these factors! Do not hire a company unless they are Google Premier Partner (only 2% of PPC
agencies are Google Premier Partner).

Now, that you know how the Algorithm works, here are some tips on how to run your Google Ads for the first 3
months.

How to Optimize Google Ads for the First 3 Months

We know—3 months can feel like forever, especially when you have invested a lot of time and energy in designing a
Google ad. You want results quickly, and you want to see that you’re getting your money’s worth! However, patience
is key to the process of creating an effective Google ad.

In order to stay motivated, think of the 3-month time period as a maturing process for the Google ad you have
created. Like many things, the ad campaign you have launched will only get better as it ages. Here’s what to do
during the 3-month process in order to make your ad campaign as strong as it can be.
Month 1 – Gather Data

During the first month of your ad campaign, data is your best friend. This means that a wide-reaching strategy is
best to start out with. If you gather data from a wide variety of people, you’ll be more equipped to see which
demographics end up becoming new clients.

Here’s our top tip for a wide-reaching strategy: do not be too tight with your parameters, use modified broad or phrase
matches only.

(image source)

One way to do this is to use location-based targeting. If your business is based in one physical location, try targeting
people in your metropolitan or larger local area.

Once you determine how effective this targeting is, you can adjust it to focus on more specific groups of people.

Month 2 – Make Adjustments

After you collect data from your ad results during the first month of the campaign, the next step is to adjust various
qualities of your ad and monitor how they change the ad’s effectiveness. Some main elements that can be easily
changed are keywords and targeting.

Remember how we used a wide-reaching strategy during the first month? In the second month, this strategy pays off.
Once you determine how effective broad location-based targeting is, you can adjust it to focus on more specific
groups of people.

Another method is to first use a variety of keywords to describe who you are and what you do. Testing different
keywords, phrases, headlines, and other elements of your ad can be achieved through the trial-and-error method we
talked about above. It can also be done using some of Google Ads’ built-in tools.
By comparing the effectiveness of your keywords during the first month of your ad campaign, you can determine
which keywords are driving results and which are falling flat. Then, during the second month, you can refine your
keywords to better draw in potential clients.

Month 3 – Grow Your Results

After lots of hard work and modifications to your ad campaign, the third month is when you can start seeing results
from the changes you have made.

Once you’ve landed on an optimal advertisement, it’s time to implement it on a larger scale. If you like the results
you’re seeing from your new and improved ad campaign, consider investing more resources into it. A larger-scale
campaign could be the key to reaching more potential customers and achieving long-term success.

By modifying and monitoring your Google ad campaign, you can learn in real-time what your potential customers are
looking for and how they go about finding your business.

This information is invaluable to you as a business owner—not only will it help in future ad campaigns, but it can give
you a holistic picture of the market surrounding you and the strategies that will prove useful moving forward!

(image source)
Modify These Elements for Optimal Google Ads Results

If you have an experienced PPC team of ad specialists, copywriters, and data analysts on your side when modifying
and optimizing Google ads, it can make all the difference for your campaign.

Why? Because these agencies are trained to keep an eye out for a variety of important elements when tweaking your
ad.

Here are some of our own secrets on how we get optimal Google Ads results for our clients:

 Bid strategy: We are not a fan of automated bidding. If we see an ad account use smart campaigns, we
immediately ask for a refund.

 Keywords: When choosing effective keywords, it’s vital to land on the search terms the audience is already
using. We call this “commercial intent keywords.” This can allow your ad to attract attention from those who
would love to hear about your business.

 Negative keywords: This might sound confusing, but honing in on your negative keywords is just as
important as determining your positive ones. Negative keywords help determine which individuals are not
going to be interested in what you have to offer. This will help save you money because it eliminates wasted
effort and ad dollars.

 Ad copy: Effective ad copy often takes multiple attempts to perfect. A PPC specialist often fails in this area.
They might know the technicalities and the algorithm behind Google but their ad copy skills are just not
there. However, skilled agencies understand these elements and can navigate around them with ease.

 Conversions: Almost 95% of all existing ad accounts that we’ve audited or taken over have the wrong
conversion tracking. If you are reporting the wrong conversions to Google, then Google will never learn from
the right data and it will continue to serve ads to the wrong audience. As you can see, this will lead to many
problems in the future.

If your Google ad isn’t driving conversions, there may be an issue with the ad itself that simple rewrites could fix. An
experienced marketing agency like Chatter Buzz Media will be able to tell what needs changing and modify your ad
accordingly.

Final Takeaways

Don’t expect wonders in the first three months. Greatness takes time and refinement! Google Ads is an investment,
not an overnight anomaly.

However, if you are still not getting results from PPC after 3 months, ask for professional help.
With over 300 campaigns under our belt and a Google Premier Partnership, you can request a free PPC audit and
have one of our seasoned Chatter Buzz advertisers review your account and find the best ways to improve your
results.

26. Ad Approval ion google ads

Google provides translated versions of our Help Center as a convenience, though they are not meant to change the
content of our policies. The English version is the official language we use to enforce our policies. To view this article
in a different language, use the language dropdown at the bottom of the page.

To keep ads safe and appropriate for everyone, ads are reviewed to make sure they comply with Google Ads
policies. Most ads are reviewed within 1 business day.

How ad review works

After you create or edit an ad or extension, the review process begins automatically. The content in your ad will be
reviewed, including your headline, description, keywords, destination, and any images and video. 

If your ad passes the review, its status will change to "Eligible," and it will start to run. If the review indicates that your
ad violates a policy, its status will change to "Disapproved," which means it can’t show anywhere. You’ll be notified of
the policy violation and told what you can do next.

Learn how to check the status of an ad.

Ad status is “Under review”

During the ad review process, the ad’s status will be "Under review." We review most ads within one business day,
though some complex reviews may take longer. Google reserves the right to prioritize ad reviews or re-reviews to
ensure the overall stability of system operations, or temporarily restrict ad serving to ensure policy compliance. If your
ad is under review for more than 2 full business days, contact us for information.

How long ad review takes

 Most ads are reviewed within 1 business day. However, some reviews take longer if the ad requires a more
complex review.
 If your ad is under review for more than 2 full business days, contact us for information.

 Google reserves the right to prioritize ad reviews or re-reviews to ensure the overall stability of system
operations, or temporarily restrict ad serving to ensure policy compliance.
27.Concept Of Shared Budget

About shared budgets

In Google Ads, a shared budget is a single average daily budget that’s shared by multiple campaigns in an
account. Learn how to set up a shared budget

Shared budgets streamline your budget across campaigns by allowing underutilized budgets to automatically
reallocate to budget-capped campaigns. This will allow you to decrease campaigns limited by budgets and improve
campaign performance.

It’s best practice to implement shared budgets with portfolio bidding. Portfolio bidding allows you to be as efficient as
possible with your total budget and with bid strategies on campaigns that share the same goals. Learn how to create
a portfolio bid strategy.

Note: Some Google Ads accounts can now link portfolio bid strategies and shared budgets together. Learn more
about how to Link shared budgets to portfolio bid strategies.

Note: Shared budgets don’t work with campaigns that are part of an experiment. Hotel campaigns with a Commission
bid strategy are not compatible with Shared budgets.

Benefits of shared budgets

 Increased operational efficiency: Instead of spending time managing and reallocating budgets between
multiple campaigns, budgets can be shared and automatically allocated across a group of campaigns.
 Improved budget utilization: Instead of setting individual budgets, allow your overall marketing budget to
freely distribute between campaigns.
 Maximize performance and ROI: When used with Portfolio Bid Strategies, shared budgets can be utilized in
the most efficient way across campaigns that have similar goals. This allows you to maximize performance
and ROI towards your goals.

Manage a shared budget across campaigns

In Google Ads, you can assign an average daily budget to each individual campaign, or use shared budgets to
allocate budget across multiple campaigns. Learn more about shared budgets

Note: Some Google Ads accounts can now link portfolio bid strategies and shared budgets together. Learn more
about how to Link shared budgets to portfolio bid strategies.

Instructions
Set up a shared budget

1. Sign into your Google Ads account.

2. Click the tools icon  , then under “Shared library”, click Shared budgets.

3. Click the plus button  .

4. Name your new shared budget and set a budget amount.
5. Add some campaigns to your shared budget (optional).
6. Click Save.

Add campaigns to a shared budget

Apply the budget to any number of campaigns in the account:

1. From the shared budget menu, select a shared budget you want to apply to campaign(s) in your account.

2. Click the plus button   to add relevant campaigns

3. Check the box next to desired campaigns
4. Click Save.

You can always edit your shared budget by coming back to the Shared library.

Note: When you add a campaign to a shared budget, the campaign’s budget is also added to the shared budget’s
amount.

Remove a shared budget from a campaign

Because every Google Ads campaign has to have a budget, you can only remove a shared budget if it's not currently
being used by any campaigns.

Follow these steps to remove a shared budget from your campaigns and remove it:

1. Go to the Settings page for each campaign that uses the shared budget you’d like to remove.
2. Click Budget.
3. Under “Enter the average you want to spend each day,” you should see the shared budget applied to this
campaign.
4. Click the “x” on this shared budget to remove it from this campaign.
5. Click Save.

Repeat the steps above for each campaign that uses the same shared budget.
Remove a budget from the Shared library

1. Click the tools icon  , then under “Shared library”, click Shared budgets.
2. Check the box next to the shared budget you'd like to remove.
3. Click Edit in the blue bar that appears, and select Remove from the dropdown.

Switching budgets midday

If you switch from an individual campaign to a shared budget or vice versa in the middle of the day, we will start
serving from the time you switch, as though the campaigns have spent $0 up until that point.

Example

Let's say you have 4 campaigns, each with an individual budget of $6. By 3:00pm, each of these campaigns has
spent their full $6. At 4:00pm, you decide to create a new shared budget of $24 for those four campaigns. We will
start your $24 shared budget from $0, as if the $6 campaigns had not already served.

28.Automated Rules In Google ADS

Set up automated rules

Automated rules let you make changes in your account automatically, based on settings and conditions you choose.
You can change your ad status, budget, bids, and more. For example, if you want to boost your keyword bid any time
your ad falls off the first page of results, you can set a rule for that. In addition, you can use automated rules to trigger
emails, without taking any other action, when specific conditions occur.

Using automated rules can save you time by cutting down the need to monitor campaigns and make frequent,
manual changes.

This article shows you an example of how to set up an automated rule.

Note: When scheduling a rule to run at a particular time, the rule may execute at any time in the hour following the
selected time. For example, a rule set for 9am may run at any time between 9-10am.

Instructions

Here's an example of how to create a rule to raise your budget for campaigns:

1. Sign in to your Google Ads account.

2. Go to the Campaigns, Ad groups, or Keywords pages.

3. Click the 3-dot icon   above the statistics table.

 4. Select Create an automated rule.
5. Select Change budgets from the “Type of rule” drop-down.
6. Choose which campaigns to change budgets for (All enabled campaigns, All enabled and paused
campaigns, or Select campaigns).
7. Under the “Action” drop-down select Increase budget. You can choose to increase your budget by a
percentage or specific amount. If you’d like to ensure you budget cost doesn’t exceed a certain amount for
the billing period, you can set an optional upper budget limit.
8. To add a condition, click +ADD, under “Condition”.
9. Define the frequency of your rule.
10. Choose they type of email updates you’d like to receive on issues affecting your rule.
11. Name your rule.
12. Click Preview to ensure you've set up your rule to run the way you want. Previewing is just for verification
and doesn't make any permanent changes to your account.
13. When you're done, click Save rule.

Common ways to use automated rules

Automated rules allow you to schedule your ads to appear at specific times of the day, adjust bids by time of day,
seasonal factors or other dynamic conditions, or control your budget and costs by showing ads only at the times you
choose.

 To get started, think about the tasks you perform frequently in your Google Ads account and write down the steps
you take. Then structure your rules to have these actions performed automatically for you.

This article provides several examples of of popular rules. You can use your personal performance goals and
expertise about your business to choose specific metrics and actions that make sense for you.

Once you've created rules, make sure to monitor their performance frequently and refine them to get the desired
results.

Note: When scheduling a rule to run at a particular time, the rule may execute at any time in the hour following the
selected time. For example, a rule set for 9am may run at any time between 9-10am.

29.Scripts in google ads

Using scripts to make automated changes

Google Ads scripts let you make automated changes in your Google Ads account. Using JavaScript code, you can
change bids, pause ad groups, and add keywords with written scripts directly instead of manually within your Google
Ads account.

Scripts may work well for you if you manage large campaigns and you or a colleague have scripting skills. You can
put these skills to work to make broad changes across your account, saving yourself time. Scripts can also be used to
modify multiple accounts through a manager account.

Once you've created a script, you can manage your scripts and review actions taken by scripts within your account.

Note: If you have a top-level manager account with multiple sub-manager accounts with various client accounts, bulk
actions owned by the top-level manager will be visible to that account only, and not to any sub-manager or client
accounts.

How scripts work

Google Ads scripts let you automate actions in your Google Ads account by entering JavaScript code in your
account. You can use scripts to create, edit, or remove items in your account, saving you time and letting you
manage your account more easily.

Here are a few ways you can use scripts:

 Use data from external sources to initiate changes. For example, use external conversion data to make bid
changes, or external inventory data to pause/unpause keywords as inventory becomes low. Or, read your
campaign data and stats to create highly customized reports, output them to a spreadsheet, and graph it
over time.
 Take action across multiple elements of your account. For example, if a keyword has been hogging your
spend for the day, you can both pause the keyword and increase budget at the same time.
 Make changes across all items in your account. For example, increase the CPC bids by 30% for all
keywords that generated over 1000 impressions last week.
 If you manage multiple accounts through a manager account, you can run one script across multiple child
accounts to optimize bids, create multi-account reports, and monitor for potential problems (such as fixing
broken links or conflicting negative keywords).

Scripts could be a good choice for you if you know or work with someone who can use JavaScript, and have a large
account that you want to make changes across in an automated way. Keep in mind that changes to your scripts can't
be undone.

If you don't have scripting skills, or prefer a more structured way of making and scheduling changes, you may wish to
consider using automated rules.
Example

Liana recently redesigned her floral website, and she's added a cool new landing page that will inspire all her
customers to go into a tulip frenzy. Right now, she's defined a keyword final URL for tulip-related keywords on her
campaigns to point to http://www.example.com/tulips/BoringOldPage. She can use a script to change all the final
URLs for her tulip-related keywords across all campaigns in her account to use
http://www.example.com/tulips/FancyNewPage instead.

Creating or running a pre-made script

The easiest way to get started with scripts is to edit a pre-made script from our library of scripts. You can either use
these scripts as they are written, or adjust the JavaScript to create a custom script. For example, you can use these
pre-made scripts to:

 Get a summary report of your account performance

 Check that links in your ads are not broken

 Change your bids to target a specific ad position

You can also build your own custom scripts by piecing together snippets of pre-made JavaScript to create a larger
script.

Writing your own script

The most important step to creating a script is to write the JavaScript that you want to take the desired action in your
account. Detailed instructions for designing a script can be found on our developer's site.

Once you're ready to create your script, here's how to add it to your account:

1. Sign in to your Google Ads account.

2. Click the tools icon   from the top, then click Scripts.

3. Click the plus button   to create a new script

4. In the "Script name" field at the top, name your script.
5. In the script editor box, enter your JavaScript code. If you write your scripts directly within the script editor,
you can use auto-complete, syntax cues, and indentation for quicker script writing.
6. If you're not ready to run your script yet, click Save below the editor, or click Preview to see a preview of the
results.
7. Before previewing or running the changes, you'll get a message asking you to authorize this script to make
changes on your account. Click Authorize now above the script editor, then Grant access to confirm this
script has the authority to make changes in your account.
8. When you're ready, click Run script now below the script editor to do just that.
When you run a script, it will appear in the "Logs" section with information about its progress. You can stop a script by
clicking the Stop button next to any running script.

Tips

 When in the script editor box, you can click you can click Documentation then select Examples to see
example scripts for common actions you might want to set up scripts for. You can then copy in the samples
and tweak them for your particular situation.
 Scripts that run for longer than 30 minutes – or 60 minutes for certain types of manager account scripts – will
time out. If your script times out, not all of your changes may be completed. To confirm that your script ran
without a timeout, please check your logs. If your script timed out, we encourage you to refine it and run it
again.

Scheduling a script

Once you've created a script, you can schedule it to run once, daily, weekly or monthly at a certain hour:

1. On the “Scripts” page in the "Frequency" column, hover over the frequency value for a script, which is
initially blank.

2. Click the pencil icon  .

3. You can choose an exact date, a day of the week, or a day of the month. You can also choose the time
you'd like your script to run.
4. Click Save.

If you later decide to run your script at a different time, repeat the steps above.

Managing and tracking scripts

After you've created scripts, you'll find them all on the “Scripts” page, which you can find by clicking the tools icon,
then Scripts.

Next to the name of each script, an icon in the “Status” column will indicate that the script is enabled with  a green
icon. You can disable a script by clicking Options, then choosing Disable. 

To re-enable a script, click the 3-dot icon  , then select “Show disabled” to see all disabled scripts. Click Enable to
re-enable the script.

You can see logs for actions that your scripts have taken by clicking Script history, then log statements next to any
script. You can see when each script ran and what the status was. A more detailed log is available by
clicking Changes.
Fixing issues with scripts

If you have any issues writing, editing, or running a script, you can find help on our developers community forum. The
forum welcomes advertisers - from beginners to experts - and features a network of experts who can provide
guidance and best practices

28.Ad preview And Diagnosis Tool

Ad Preview and Diagnosis tool

A tool in your account that helps identify why your ad or ad extension might not be appearing. The tool also shows a
preview of a Google search result page for a specific term. This helps you see which ads and extensions are
appearing for your keyword. Once you enter a search term and other criteria like language and location, the tool will
tell you whether your ad is eligible to appear in that situation.

 The Ad Preview and Diagnosis tool suggests search term auto-completions as you type. Suggestions come
from keywords with impressions in your account, and are ordered by volume.
 Use this tool to check if your ad extension is showing with an ad for a particular keyword. If any of your
extensions aren't showing, the tool will tell you what might be causing them not to show.
 Use the 'Share this search' feature to bookmark specific searches or to send the URL to colleagues or
clients so they can view Google search results for this particular search as well. Keep in mind that the
search results returned by this tool may change over time. For example, a preview of your ad may no longer
appear in the tool when your campaign reaches its average daily budget.

If you want to see how your ad appears in search results, it's better to use this tool than to do a search on Google.
You'll see the exact same results as a Google search but it won't affect your performance stats by accumulating ad
impressions every time you search for your ad.

To use the Ad Preview and Diagnosis tool, click the tools icon   at the top right of your Google Ads account then
click on Ad Preview and Diagnosis under the ‘Planning’ section. You can also go right to google.com/AdPreview.

Find your ad on Google

To find where your ad appears in search results for a particular search term, use the Ad Preview and Diagnosis
tool. We know it's tempting, but it's best to resist the urge to search for your own ad on Google.com. Here's why:

 Comparing how often your ads are shown online to how often users click on them—known as your
clickthrough rate—is a metric that can influence your long-term account performance. By performing your
own searches that trigger your ad, you can negatively impact your ad performance data.
  If you repeatedly look for your own ad using Google search but never click on it, you might stop seeing it
entirely. That's because Google's system stops showing you ads that it thinks you aren't interested in.

This article explains how you can find your ad on Google. The Ad Preview and Diagnosis tool will tell you if your ad
isn’t showing and why, so you can make any changes and begin reaching customers. Learn more about text ads on
the Display Network

Before you begin

 If you've just created or changed an ad, remember that it might need to be reviewed and approved by
Google before it’s eligible to run. Check your ad’s approval status.
 Make sure your ad, ad group, and campaign are turned on enabled. Check if your ad is enabled to show to
customers.
 Keep in mind that the Ad Preview and Diagnosis tool only finds ads on the Google Search Network. The
tool is not able to locate your specific ad on the Display Network.

How your ad is formatted

The Ad Preview and Diagnosis tool only shows one way that your ad could be formatted. Across different devices,
browser sizes, and user searches, your ad could be formatted differently:

 If your ad appears above search results, your display URL might be placed alongside your headline, instead
of beneath it. 
 Your ad extensions might not show every time your ad shows. For example, if you have Call extensions set
up, they won’t show on devices that don’t support calls.. . You can verify that your extensions are running
with your ad by checking your statistics on the “Ad extensions” tab.
 In some situations, Google Ads needs to shorten your text, usually with an ellipsis (“...”). This could happen
if your ad text frequently uses wider characters (like “m”) instead of narrower characters (like “i”), because
your headline text could be wider than the space available for it on some browser sizes. With most Latin
languages, you can avoid this effect by limiting your line’s overall character count to 33 characters total.

Instructions

1. Sign in to your Google Ads account.

2. Click the tools icon   at the top right of your account then click on Ad Preview and Diagnosis under the
‘Planning’ section.
3. Click the Tools tab and select Ad Preview and Diagnosis.
4. In the text box, enter the keyword you want to test. Make sure it’s a keyword that’s included in your
campaign, or closely related.
5. Change any of the other settings (location, language, device) as needed. If you’ve targeted your ad to a
certain language, location or device, you’ll need to specify this information to preview your ad.
 6. Click Preview.
7. The tool will tell you if your ad is eligible to appear for these search settings. If your ad is eligible to show on
the first page of Google search results, you’ll see it highlighted in green. Ads that are eligible and show on
the 2nd page or later may not appear in the Ad Preview and Diagnosis tool. Keep in mind that if your ad
has extensions, they may not always display in the Ad Preview and Diagnosis tool. View your ad extension
performance.

29.Ad variation in Google ads

About ad variations

Ad variations allow you to easily create and test variations of your ads across multiple campaigns or your entire
account. For example, you can test how well your ads perform if you were to change your call to action from "Buy
now" to "Buy today." Or you can test changing your headline to "Call Now for a Free Quote" across ads in multiple
campaigns.

How it works

With ad variations, you can review the performance of your variations and apply the modified ads to your account.

Create your ad variation

To create an ad variation, first select the scope. The scope can be the entire account, specific campaigns, or a
custom scope. You can choose between different ad types such as text ads or responsive search ads. Next, you
create the variation -- for example, find “Local Hotels” and replace it with “Nearby Hotels”. Finally, you set the other
variation details -- such as end date and what percent of traffic to show the modified ads. Learn how to set up an ad
variation

View your ad variation performance

You can view the overall ad variation results and drill in to see how the modified ads are performing compared to
original ads.

Apply your ad variation

Once you are happy with the ad variation experiment results, you can apply the modified ads to your campaign. You
can also choose to replace your existing ads or create new ads with the variations.

When to use

Ad variations are best used when you want to test one change across multiple campaigns or your entire account,
while custom experiments are best to test multiple simultaneous changes on a smaller scale
Set up an ad variation

Ad variations make it easy for you to test multiple versions of your ads by changing up the headline or description
text, testing out different promotions, or highlighting the benefits of your products and services in various ways. Ad
variations can also be applied to the final URL as well as the mobile URL.

This article explains how to set up and edit an ad variation. Learn more about ad variations

Set up an ad variation for a text ad

1. Sign in to your Google Ads account.

2. From the page menu on the left, click Experiments.
3. Click Ad variations. You’ll see a table of ad variations you’ve created, along with information about each
variation.

4. To create a new ad variation, click the plus button  .

5. Under the “Select ads” section, select All campaigns or select the campaign you want to create an ad
variation for.
6. Under the “Target ad type” section, select Text ads.
7. You can establish rules in the Filter ads section:
 Filter ads by the headlines, descriptions, path fields, and URLs.
8. Click Continue.
9. In the "Create variation" section, choose which type of variation you want to apply to your ads. Keep in mind
that variations are case sensitive. Select an option from the list.
 Find and replace. Finds text within the ad and replaces it with another. For example, you may want
to test a variation of your ad by replacing “Book now” with “Call now.”
 Update text. Modifies existing text in the ads. You can add, remove, or pin assets for your:

 Final URL

 Headlines

 Display path

 Descriptions

 Final mobile URL

 Swap headlines. Swaps headlines 1 and 2.

10. Click Continue.
11. In the "Set variation details" section, give your ad variation a name.
12. Set the Start date and End date of when you want to run the ad variations.Your ad variation will
automatically start running on the date you select. If that date is today it will start running soon.
13. In Experiment split, enter the percentage of your campaign’s budget you wish to allocate for the ad
variations.Your ad variation and original ads will be split by assigning cookies to users. That means users
may see only one version of your ad, regardless of how many times they search. This can help ensure that
other factors don’t impact your results, and may give you more accurate data.
 14. Click Create variation.

Set up an ad variation for a responsive search ad

1. Sign in to your Google Ads account.

2. From the page menu on the left, click Drafts & experiments.
3. Click Ad variations.

4. To create a new ad variation, click the plus button  .

5. Under the “Select ads” section, select All campaigns or select the campaign you want to create an ad
variation for.
6. Under the “Target ad type” section, select Responsive search ads.
7. You can establish rules in the Filter ads section:
 Filter ads by the headlines, descriptions, display paths, and final URLs.
8. Click Continue.
9. In the "Create variation" section, choose which type of variation you want to apply to your ads. Keep in mind
that variations are case sensitive.
 Select an option from the list.

 Find and replace. Finds text within the ad and replaces it with another. For example, you
may want to test a variation of your ad by replacing “Book now” with “Call now.”
 Update text. Modifies existing text in the ads. You can add, remove, or pin assets for your:

 Headlines

 Descriptions

 Update URLs. Modify existing final URLs, display paths, and final mobile URLs.
10. Click Continue.
11. In the "Set variation details" section, give your ad variation a name.
12. Set the Start date and End date of when you want to run the ad variations. Your ad variation will
automatically start running on the date you select. If that date is today it will start running soon.
13. In Experiment split, enter the percentage of your campaign’s budget you wish to allocate for the ad
variations. Your ad variation and original ads will be split by assigning cookies to users. That means users
may see only one version of your ad, regardless of how many times they search. This can help ensure that
other factors don’t impact your results, and may give you more accurate data.
14. Click Create variation.

Edit your ad variation

Once you’ve created your ad variation, you can edit parts of it. You can edit the name, start date and end date of your
ad variation. To change more details, you will need to create a new ad variation.

1. Sign in to your Google Ads account.

2. From the page menu on the left, click Drafts & experiments.
 3. Click Ad variations, which lists the ad variations you’ve created, along with information about each variation.
4. Find the ad variation you want to edit.

5. Hover over your ad variation and click the pencil icon   that appears beside the column you want to edit.

6. You can add more columns by selecting the columns icon  . You won’t be able to edit ad variations that
are no longer running, or have been removed.
7. You can edit:

 Name. The name you’ve chosen for your ad variation.

 Start date. Your ad variation will automatically start running on the date you select. If that date is
today it will begin running soon. If your ad variation has already started you won’t be able to change
this date.

 End date. The date your ad variation will stop running. If your ad variation has ended, expired, or
has already been applied, you won’t be able to change this. To re-run your ad variation, you can
click Restart in the “Actions” column. Keep in mind that expired ad variations can't be re-run.

8. Click Save.

Keep in mind

 As the variations of your ads run, you can monitor their performance.

 If you’re happy with the results of your ad variation, you can apply it and create new ads. Apply your ad
variation
 When you apply an ad variation, the performance data you see only applies to the modified ads. Your
variation may not apply to other ads in the same campaign.

 Once you have created your ad variation, it will automatically run during the dates you selected. You don’t
need to apply it until it has finished running, and you’re happy with the results.

30.Copy And Pate Camapaign

Firstly before you start, there are two ways of duplicating a campaign;

The first way is through the actual Google Ads Interface, the second is through the Google Ads Editor. 

The Google Ads Editor is a free tool by Google, in which it turbocharges your workflow. Without the Google Ads
Editor, it would be difficult to manage your own accounts and client accounts successfully. 
The Google Ads Interface (Google Ads Web Version)

Step 1: Find the campaigns tab in the Google Ads Interface.

Step 2: Check the box of which campaign you want to copy.

Step 3: Find the Edit tab and click Copy and then Paste. Depending on how fast the Google servers are, will depend
on how quick it copies.

Step 4: If you have a fairly large campaign, it may take 3 to 4 minutes to paste onto the Google interface.
The Google Ads Editor (Free Download on Mac or PC)

Step 1: Head over to your campaigns and highlight which campaign you want to copy

Step 2: Press Ctrl C and then Ctrl V to duplicate the campaign

Step 3: In the Edit Selected Campaign tab on the right, you can adjust the name of the duplicated campaign to avoid
confusion.

Step 4: Click Post (top right corner) and your duplicated campaign will be uploaded to the Google Server.

We highly recommend using Google Ads Editor for your ad campaigns, as it will boost your workflow, increase
efficiency and be much quicker when working on your campaigns.

Did You Enjoy This Blog Post?

I hope you enjoyed this blog post and thank you so much for being with me over here. And I look forward to seeing
you at the next one. If you haven’t subscribed to our YouTube channel then please do so, we upload videos regularly
and you hit the bell button as well. So, you will be the first one to be notified when we do upload a new one.

If you enjoyed this blog, you may also like:

 The 5 New Biggest Google Ads Updates of 2021

 How to Decrease CPC in Google Ads

 How To Get Clients For Google Ads

 6 Best Ways To Increase Your Conversion Rates

 How To Find Competitors In Google Ads?

30. About IF functions

IF functions allow you to insert a specific message in your text ad when a condition is met, and a default text when it
does not. This makes your ads tailored to each search and more relevant to potential customers. Unlike ad
customizers, IF functions do not use a feed.

Note: IF Functions are currently not supported with responsive search ads.

How it works

IF functions only work for ads shown on the Search Network. IF functions are parameters that go within braces {like
this}. The parameter gets replaced by the text you specify when your ad is triggered by a person’s search. You can
include IF functions anywhere in your text ad except for the final URL field.

Supported targets
Target Attribute Code Example

device mobile {=IF(device=mobile, text to insert):default {=IF(device=mobile,Quick\, Easy\, Mobile

text} Booking):Best price guarantee}
audience any valid user list {=IF(audience {=IF(audience IN(returning visitors, cart
name in your IN(<userlist1>,<userlist2>),text to abandoners),30%):25%}
  account insert):default text}
If you're targeting by audience, make sure your ads follow the Personalized advertising policy.

Keep in mind
 Certain special characters need to be escaped inside IF functions by using a backslash (\). An escape is a
way of representing a character in the source code, which allows it to be displayed properly.
 Single straight quotes (‘), double straight quotes (‘ ’), single curly quotes(“), and double curly quotes (“ ”)
must be escaped if inside a string literal (" ").
  Backslashes (\) must always be escaped.

 A colon (:) should be escaped if it's part of a feed name or attribute name.

 A comma (,) must be escaped if used in unquoted strings.

 Parentheses ( ) must be escaped if used in unquoted user list names.

 If quotes appear in a string surrounded by a different type of quote, they don’t need to be escaped. Example,
you can have a single quote in a string if it's surrounded by double quotes (“ ‘ “).
Examples

Tailor your message for mobile users.

Google Ads Google Search

Headline 1: Kids Basketball Shoes Mobile

Headline 2: Save 20% on Top Brands Kids Basketball Shoes

| Save 20% On Top
Headline 3: Family-Owned Business Brands | Family-
Owned Business
Description: Get The Best Shoes At The Best Price. {=IF(device=mobile,Free Shipping on
Mobile Orders!):Buy Now!} Ad www.example.com

Get The Best Shoes

At The Best
Price. Free Shipping
On Mobile Orders!

Desktop

Kids Basketball Shoes

| Save 20% On Top
Brands | Family-
Owned Business

Ad www.example.com

Get The Best Shoes

At The Best Price. Buy
Now!

 
Give cart abandoners an extra incentive to complete the transaction.

Google Ads Google Search

Headline 1: Kids Basketball Shoes Audience = cart

abandoners
Headline 2: Save {=IF(audience IN(Cart Abandoners),30%):20%} on Top Brands
Kids Basketball Shoes
Headline 3: Family-Owned Business | Save 30% On Top
Brands | Family-
Description: Get The Best Shoes At The Best Price. Free Shipping. Buy Now! Owned Business

Ad www.example.com

Get The Best Shoes At

The Best Price. Buy
Now!

Other audiences

Kids Basketball Shoes

| Save 20% On Top
Brands | Family-
Owned Business

Ad www.example.com

Get The Best Shoes At

The Best Price. Buy
Now!

31..Using IF functions on Google Ads to improve productivity

IF functions are a versatile means to tailor ads to users in real time. Speed up the workflow and free up bandwidth to
focus on things that truly count.
  PPC

Back in the days when I was learning PPC, one of the two biggest growing pains I had were:

1. Learning the difference between segmenting campaigns out to maximize efficiency

2. Reaching the point where the juice is no longer worth the squeeze

Rather than creating clutter and a burdensome account to manage, I’ve since learned to make use of
everything I can to speed up my workflow and free up bandwidth to focus on things that actually make a
difference.

IF functions are a versatile means to tailor your ads to users in real time, using either the type of device they’re
browsing on or the audience segment they belong to as signals to serve up specialized ad copy. The right message
at the right time can make all the difference between a conversion or another bounced visitor. Search marketing is
rapidly moving towards heavy automation and personalization, so IF functions are helpful because they’re a simple
way to keep your seat at the table.

Setting up IF functions

The process of setting up IF Functions is painless. You could easily set one up in the time it will take to finish this
article, regardless of your comfort level with Excel formulas. And if doing it on Excel is too daunting, you can set them
up directly in the Google Ads UI under the Ads tab.

The basic logic is as follows

{=IF(condition is met, show this text):If not, show this text}.

So, if you wanted specific messaging for users on mobile, the logic runs something like this:

IF the user is ON a mobile device, show mobile-friendly CTA. If not, show the general CTA.

To put that in the basic formula

{=IF(device=mobile, Call Now!):Get a Quote.}

Another common usage of IF statements is serving specific offers to specific audience segments.

The basic formula for audience-based IF functions is

{=IF(Audience IN(audience name), Audience-specific copy.):General copy}

To put the above into a sentence: “If a user is IN this specific audience segment, serve them this specific copy.
Otherwise, serve this more general copy.”

Resources

Market Research The Semrush Content Writing Workbook

Market Research Data-Driven Market Research and Competitive Analysis

Analytics  Semrush Keyword Difficulty

Analytics  Searchmetrics Core Web Vitals Study

Suppose you were running a tiered promotion, where Club Members were eligible for an additional 15% discount on
top of a 30% off sale, that text would look something like this:

Shop Now for{=IF(Audience IN(ClubList),45%):30%} Off!

Or, if your nurture campaigns weren’t entirely broken out and you wanted to move recent visitors into booking a
consultation, you might have something like:

{=IF(Audience IN(Returning Visitor 7 Days), Book Your Consultation Today!):Download Our Free Guide.

Take note that you can target multiple audience segments in the same IF function. However, you are still limited to
two copy options. The syntax is the same, just with your audiences separated by commas in the Audience IN section
–

{=IF(Audience IN(Segment1,Segment2,Segment3)Learn More!):Get a Quote.}

If you’re feeling overwhelmed by keeping track of all of those brackets, commas, and colons, you can also build IF
functions directly in the Google Ads UI. Simply add an open bracket in an ad field, anywhere from the headline one to
URL paths one or two (note that ad customizers in Final URLs are not supported) and let the system walk you
through putting it together.

Things to note while using IF functions

 The character limits for each field still apply (but only for the ad text defined in your functions).

 Symbols in the function’s ad text options like quote marks (both single and double), commas, and colons will
need to be preceded by backslashes (\) for the function to work properly. For example, rather than
“SearchEngineWatch’s” your function copy would read “SearchEngineWatch/’s.”
Using IF functions for fun and profit

Although IF functions don’t offer as many options to customize ads as using a business data feed, the options they do
provide are staggering.

Shaping expectations based on device type is a must. While mobile browsers have come a long way in recent years,
filling out long forms on a small screen with no keyboard is a slog, and desktop users might not have the same
propensity to turn into brick and mortar visitors.

Tailoring your copy for devices isn’t a replacement for setting realistic device bid modifiers and taking
cross-device/cross-channel conversions into account. But it is another way to squeeze more efficiency out of your ad
budget.

Beyond device-type, the real power of IF functions come from the ease with which you can target specific audience
segments. If you have a large enough CRM list to make customer match audiences viable for search, great. If your
lists aren’t quite big enough, have no fear, you can create details of the possible audiences in Google Analytics and
import it to Google Ads, the options are endless.

Bonus: Countdown ads

Countdown ads are yet another feature that is effective and easy to use but tend to fly under the radar. Beyond
highlighting promotions, I’ve seen success in highlighting shipping windows (keep that in mind for the holiday
shopping season), special events (for example, store openings), and more. Just like the other customizers available,
countdowns can be put anywhere in an ad except for the URL.

The syntax is pretty straightforward

 Specify a date in Year/Month/Day, pick a time in Hour:Minute:Second

 Specify the language you’re targeting, and how many days you’d like the countdown to run

In the below example, the countdown will end at midnight on June 7, 2019, after starting seven days prior

{=COUNTDOWN(“2019/7/7 12:00:00″,”en-US”,7)}

The future is now

Running a successful paid search campaign has always required knowing who your customers are. Ad customizers
make reaching the right user with the right messaging easier, and at scale. IF functions are easy inroads towards
better tailoring of your users’ experiences towards their needs. It gives you more control over your ad copy
than dynamic keyword insertion or responsive search ads, with a lower likelihood of matching to undesirable search
queries than dynamic search ads. And with less setup needed than the Ad Customizer feeds, IF functions ultimately
give savvy search marketers a powerful tool to boost performance.

Have any queries or interesting functions you know? Share them in the comments.

Clay Schulenburg is Director of SEM at PMG.

32. Highlight upcoming events with countdowns

Let potential customers know about sales or special events by adding a countdown to your ad text.

Countdown customizers come in both COUNTDOWN and GLOBAL_COUNTDOWN formats.

Use GLOBAL_COUNTDOWN if you're counting down to a time that's consistent globally, like the time of a sports
match.

Function What it does

COUNTDOWN Counts down to a set time, adjusted to the timezone of the person searching.

GLOBAL_COUNTDOWNCounts down to a "global" time consistent with your account's timezone. If the ad says
"ends in 4 hours" in California, it will also say "ends in 4 hours" in New York.

Both countdown functions count down by day, then by hour, then by minute. So a line of ad text with a countdown
customizer might say "Hurry, sale ends in 3 hours," and then 2 hours and 28 minutes later say, "Hurry, sale ends in
32 minutes."

You can set up countdowns in any text ad, responsive search ad, or Dynamic Search Ad.

Instructions

Start editing your ad

1. Sign in to your Google Ads account.

2. From the page menu on the left, click Ads & extensions.

3. Click an ad that you want to add a countdown to, or click the plus button   and select Text ad,
Responsive search ad, or Dynamic Search Ad.
4. Fill in your ad text.
Trigger the countdown widget

1. In the place where you want your countdown to appear, type a brace ( { ) and select Countdown from the
drop-down menu.
2. Beside "Countdown ends," fill in the date and time when you want your countdown to end. You can select:
 Start of day

 End of day

 Custom time

 Put your time in a 24-hour format (optional). For example, if your end time is 6:30 PM on
July 14, 2017, your date would be 2017/07/14, and your time would be 18:30:00.
3. Beside "Countdown starts," enter the number of days before your end date you want your ad to start
showing. If you leave this blank, it will start showing 5 days before your end date.
 For example, if your end time is 6:30 PM on July 14, 2017, and you want your ad to start showing 7
days before then (at 6:30 PM on July 7, 2017), you would enter "7" here.

Note: The countdown customizers automatically stop showing after their specified end date.

Set time zone and language

1. Select Account time zone to count down to your end time in your Google Ads account's time zone, or
select Ad viewer's time zone to count down to your end time in the ad viewer's time zone.
 If you're counting down to an event that happens in a specific place, like a game, talk, concert, or
conference, it's a good idea to use your account time zone.
 If you're counting down to an event that's not geographically specific (like an online sale), you can
use the ad viewer's time zone.
2. To change the language that the countdown shows, choose a language next to "Language." When you
choose a new language, you'll see an example of what's displayed.

Note: You won’t be able to change the language that the countdown shows for your responsive search ads.
Set the countdown and save your ad

1. Click Apply to save your countdown. You'll see the countdown customizer within your ad text.
2. Make sure your ad text will stay within the character limits when it's displayed. The countdown customizer
code could generate a string that's 8 characters long. Make sure your ad copy allows for the additional
characters.
3. Click Save ad.

Responsive search ads countdown customizers

RSA countdown customizers are a simplified version of the original ETA countdown customizers. Make sure to add at
least 3 headlines without a countdown customizer, or you can use default text.
Syntax differences ETA countdown customizers RSA countdown customizers

 Remove  {=COUNTDOWN(“yyyy/MM/dd  {COUNTDOWN(yyyy-MM-dd

equals sign HH:mm:ss”,”language”,daysBefore)} HH:mm:ss,daysBefore)}
 Remove  {=GLOBAL_COUNTDOWN(“yyyy/MM/dd  {GLOBAL_COUNTDOWN(yyyy-
quotes HH:mm:ss”,”language”,daysBefore)} MM-dd HH:mm:ss,daysBefore)}
 Simplify date
format
 Remove
language
selection,
since it will
automatically
detect based
on creative
language.

33. Custom segments

Custom segments help you reach your ideal audience by entering relevant keywords, URLs and apps.

You can set up a custom segment in your Display, Discovery, Gmail, and Video campaigns by adding specific
keywords, URLs, and apps related to your product or service. Google Ads will review these additions to ensure that
they abide by advertising policies, and then show ads to people with these interests or purchase intentions on pages,
apps, and videos. Learn more about audience targeting.

Previously, you could create custom intent or custom affinity segments. With the new custom segments this choice is
no longer needed: based on your campaign goals and keywords, the new custom segments will interpret all of these
signals behind the scenes to tune towards Reach, Consideration or Performance, bringing efficiency to your account
management. If you’ve previously selected to target segments by custom intent and custom affinity, you don’t need to
do anything. Those segments will be automatically migrated. (Please note that there is no impact on performance nor
loss of functionality in existing segments once the migration to custom segments happens).

Note:

Estimate settings default to all campaign types, language, and location. After you edit “Audience insights” for the
custom segments and save it, on re-opening the segment, you might see the previous settings reappear. These
settings aren't saved, and they don't affect the performance of the segment.
How custom segments work

Custom segments automatically choose the right audience to best fit the needs of your campaign. Based on your
campaign goals and bidding strategy, the system will interpret all of those signals and choose an audience that is
focused on one of the following:

 Reach

 Consideration

 Performance

Example:

Rather than reaching the Sports Fans affinity segment, a running shoe company may want to reach Avid Marathon
Runners instead. With custom segments, the shoe company can define this segment by entering keywords, URLs
and/or apps:

 Entering interests like "5K runs" "triathlon athlete," or "long distance runner".

 Using URLs of websites with content about running, training schedules, marathon nutrition, and other
marathon themes.
 Entering apps in the Health & Fitness category that an Avid Marathon Runner may likely be interested in like
Google Fit.

Custom segment inputs

Reach people Inputs Audience type
based on

Interest or Keyword Enter interests, in the form of keywords or phrases, that represent your ideal customer. Your ads will
behaviors s reach people likely to be interested in or with purchase intent for your keywords based on their behavior
and activities, such as apps they use or the type of content they browse or search for online.

When you enter interests or behaviors, you have a choice of how Google should interpret the inputs.

 People with any of these interests or purchase intentions (This is the default)

 People who searched for any of these terms on Google properties (such as Google.com and
YouTube). Only on campaigns running on Google properties. On other campaigns, they will be
used as interests or purchase intentions.

People who URLs Enter website addresses (URLs) that your ideal customer might visit. Your ads will reach people who
browse websites browse websites similar to the URLs you enter.
similar to
Note: This doesn't mean your ads will show on those URLs.
People who use Apps Enter the names of apps that you think your ideal customer might use. Your ads will reach people who
apps similar to download and use apps similar to the ones you enter.

Note: This doesn’t mean that your ads will show on those apps.

Set up or edit custom segments

Set up custom segments from Audience Manager

Migration of your existing custom intent and custom affinity segments

If you’ve previously set up custom intent or custom affinity segments, you don’t need to make any changes. All of the
inputs will be automatically migrated to the custom segment. In addition, if the custom affinity or custom intent
segment has keywords:

 Custom affinity on all campaigns: Audience segments with keywords will become “People with any of these
interests or purchase intentions"
 Custom intent on Display campaigns: Audience segments with keywords will become “People with any of
these interests or purchase intentions."
 Custom intent on YouTube, Gmail and Discovery campaigns: Audience segments will become “People who
searched for any of these terms on Google properties (such as Google.com and YouTube)”

Create a custom combination segment

You can create a combined segment by combining your data segments in an AND, OR, or NOT relationship.
Custom combination segments let you create advanced segments out of your existing data segments. Say that you
want to offer a special price to people who buy three products as a set -- for example, a mobile phone, a headset and
a charger--but these products are in three different URLs. To create your data segment of people who visited the
three products, you could create one segment of "people who visited the mobile phone page," one segment of
"people who visited the headset page," and a third segment of "people who visited the charger page". Then, you
could create a custom combination segment to reach people who saw the mobile page AND the headset page AND
the charger page.

Before you begin

You can choose how to combine segments based on your preferences. For example, you can select five segments in
an AND relationship by either selecting the "Match any of these segments" and add five segments, or by clicking
the AND button and adding five segments in five separate lines. When you create a combined segment, membership
durations remain intact for each of your data segments that are part of the combination. Note that the number of
users in your combination is updated every few hours and if your segment is being actively targeted, the customers in
your segment are updated near real-time.

Custom combination segments can be created by combining any of the following segment types:
  Website visitors

 App users

 Customer segment

 Video users

Use caution when combining an App segment with another segment type, as it may result in zero users.

Similar segments can only be used in a single OR condition. This means that they can’t be used for AND conditions
or multiple OR conditions with any other segment type, including another Similar segment.

Once you've created custom combination segments, you'll need to add them to your campaigns or ad groups.

How to create a custom combination segment

Set up custom combination segments from Audience Manager

1. Sign in to your Google Ads account.

2. Click the tool menu   to locate the "Shared Library", then click Audience manager.
3. From the menu at the top, select the Your data segments page.

4. Click the plus button   and select Custom combination from the drop-down menu.
5. Fill in a name for your combined segment.
6. Then select
 Include people who match the following conditions (Narrow your segment (AND)). Add segments
by “Search” or “Browse” options from the dropdown. A combined segment lets you reach people
who belong to more than one audience segment.
 Exclude people who match the following conditions (Exclude segments (NOT)). Select audience
segments that aren't a good fit for what you’re advertising. Your combined segment won’t include
people who belong to these audience segments.
7. From Segment estimate settings, you can add Country and Languages segments.
8. After you add all the segments, click Create

These are the metrics used to expand columns there.

34. Create a custom combination segment

You can create a combined segment by combining your data segments in an AND, OR, or NOT relationship.
Custom combination segments let you create advanced segments out of your existing data segments. Say that you
want to offer a special price to people who buy three products as a set -- for example, a mobile phone, a headset and
a charger--but these products are in three different URLs. To create your data segment of people who visited the
three products, you could create one segment of "people who visited the mobile phone page," one segment of
"people who visited the headset page," and a third segment of "people who visited the charger page". Then, you
could create a custom combination segment to reach people who saw the mobile page AND the headset page AND
the charger page.

Before you begin

You can choose how to combine segments based on your preferences. For example, you can select five segments in
an AND relationship by either selecting the "Match any of these segments" and add five segments, or by clicking
the AND button and adding five segments in five separate lines. When you create a combined segment, membership
durations remain intact for each of your data segments that are part of the combination. Note that the number of
users in your combination is updated every few hours and if your segment is being actively targeted, the customers in
your segment are updated near real-time.

Custom combination segments can be created by combining any of the following segment types:

 Website visitors

 App users

 Customer segment

 Video users

Use caution when combining an App segment with another segment type, as it may result in zero users.

Similar segments can only be used in a single OR condition. This means that they can’t be used for AND conditions
or multiple OR conditions with any other segment type, including another Similar segment.

Once you've created custom combination segments, you'll need to add them to your campaigns or ad groups.

How to create a custom combination segment

Set up custom combination segments from Audience Manager

1. Sign in to your Google Ads account.

2. Click the tool menu   to locate the "Shared Library", then click Audience manager.
3. From the menu at the top, select the Your data segments page.

4. Click the plus button   and select Custom combination from the drop-down menu.
5. Fill in a name for your combined segment.
6. Then select
 Include people who match the following conditions (Narrow your segment (AND)). Add segments
by “Search” or “Browse” options from the dropdown. A combined segment lets you reach people
who belong to more than one audience segment.
  Exclude people who match the following conditions (Exclude segments (NOT)). Select audience
segments that aren't a good fit for what you’re advertising. Your combined segment won’t include
people who belong to these audience segments.
7. From Segment estimate settings, you can add Country and Languages segments.
8. After you add all the segments, click Create

How it works

Let's say you're advertising a chocolate shop. You could use a keyword insertion code in your ad headline: 

Headline: Buy {KeyWord:Chocolate}

Google Ads will try to replace this code with one of your keywords in your ad group ("dark chocolate," "sugar free
chocolate," "gourmet chocolate truffles"), but when it can't, it'll use the word "Chocolate." 

Note that the person's search term isn't always the same as the keyword.

Person searches for: Your ad could look like:

dark chocolate bar Buy Dark Chocolate

www.example.com
Artisan candy from San Francisco
Free shipping orders $50 more

sugar free chocolate Buy Sugar Free Chocolate

www.example.com
Artisan candy from San Francisco
Free shipping orders $50 more

gourmet chocolate Buy Chocolate

truffles www.example.com
Artisan candy from San Francisco
Free shipping orders $50 more

In the last example, "Chocolate" goes in the headline because the keyword "gourmet chocolate truffles" is too long to
fit. 

35.See your account history

Your Google Ads account contains a history of changes that shows what you've done in the past. This change history
can help you better understand what events may have led to changes in your campaigns' performance. You can see
up to 2 years of changes.

This article explains how to find and use change history in your account. It also explains how to undo changes.

Instructions

See your change history

1. Sign in to Google Ads.

2. In the page menu on the left, click Change history.
 Below the performance graph, you’ll see counts of different change types. Clicking on individual
change types will filter the list below to show only changes from that type.
3. To see changes for a particular date range, select the dates in the upper right corner.
4. To select the scope of the changes you want to see, use the navigation panel on the far left. (If you’re using

a smaller screen, you may need to expand the panel by clicking the arrow icon  .)
 To see changes for all your campaigns, click All campaigns.

 To see changes for a particular campaign type, click that campaign type.

 To see changes for a particular campaign, click the campaign’s name.

5. To see details of a change, click the arrow icon next to the change.
6. To filter your change history, follow the instructions to filter your view of performance data.

The filter options are:

 Campaign – campaigns that changed

 Ad group – ad groups than changed

 Change type – filter by the type of change made

 User – filter by the user(s) who made changes

 Tool – filter by the tool used to make changes

 Item changed – filter by specific items changed

 Campaign experiment – filter by campaign experiments changed

View performance statistics for only affected campaigns or ad groups

From change history, you can go to a filtered view of your performance statistics to see only the campaigns or ad
groups that were affected by selected changes. Sign in to your Google Ads account.

1. In the page menu on the left, click Change history.

2. To see changes for a particular date range, select the dates in the upper right corner.
 3. To select the scope of the changes you want to see, use the navigation panel on the far left. (If you’re using

a smaller screen, you may need to expand the panel by clicking the arrow icon  .)
4. Select the changes you’re interested in seeing by selecting the checkboxes next to each change.
5. Click Go to to see a drop-down that displays the number of ad groups or campaigns that have changed.
6. Click ad group or campaign to see a filtered list of all campaigns or ad groups that changed.

The types of changes you can see

You can see the following kinds of changes in your account change history:
 Ad: Actions taken to create, edit, pause, resume, or remove an ad

 Budget: Adjustments to your campaign's budget, but not shared budgets

 Bid: Adjustments to your ad group and keyword bids

 Conversions: Actions taken to create, edit, or remove conversion actions

 Network: Changes to the ad network(s) your campaign is targeting

 Keyword: Actions taken to add, pause, resume, or remove keywords; adjustments to a keyword-

level maximum cost-per-click (CPC) bid or landing page
 Status: Actions taken to pause, resume, or remove a campaign, ad group, keyword, or ad

 Targeting: Adjustments to language and location targeting

In addition to changes made directly in your Google Ads account, your change history will show changes made
via automated rules, Google Ads API (AdWords API), and Google Ads Editor.

Your change history doesn't track password changes (for security reasons).  

Undo changes

You can undo most types of changes, as long as they were made in the last 30 days. Undoing reverts the change to
its previous state.  If there are multiple changes listed in the same row, "Undo" will undo all of these changes
together.

Changes eligible for undo have an option to undo in the “Date/User & Time” column. If a change can’t be undone, it
will say “Changes can’t be undone” in the “Date/User & Time” column.

Here's how to undo changes in your account history:

1. On your change history page, identify the row with the set of changes you want to undo.
2. Click Undo in the “Date/User & Time” column.You’ll see a message confirming that you want to undo the
changes.
3. Click Undo.
4. You’ll now see “Changes undone” in the “Date/User & Time” column.
In rare cases, you won't be able to undo changes even if you've clicked Undo. Google Ads will let you know if that
happens. This could be because an associated item has been removed since the change was made, or someone
else with access to your account has already undone the change since you last refreshed the page. 
Add change history columns to your statistics tables

You can see a tally of the changes made to your account by adding change history columns to your “Campaigns” and
“Ad groups” pages. To do this, follow the instructions to add or remove columns in your statistics table.

To find change history columns:

1. Sign in to Google Ads.

2. In the page menu on the left, select the type of metric you'd like to view (Campaigns, Ad groups, etc.)

3. Click the columns icon   just above the statistics table.

4. Click Modify columns. You can find the “Change history” column by scrolling through the list of column types

35,About conversion Tracking

Conversion tracking is a free tool that shows you what happens after a customer interacts with your ads -- whether
they purchased a product, signed up for your newsletter, called your business, or downloaded your app. When a
customer completes an action that you've defined as valuable, these customer actions are called conversions.

This article explains:

 Benefits of conversion tracking

  How it works

 Security and privacy standards

For setup instructions, see different ways to track conversions.

 Why use conversion tracking

 See which keywords, ads, ad groups, and campaigns are best at driving valuable customer activity.

 Understand your return on investment (ROI) and make better informed decisions about your ad spend.

 Use Smart Bidding strategies (such as Maximize Conversions, target CPA, and target ROAS) that
automatically optimize your campaigns according to your business goals.
 See how many customers may be interacting with your ads on one device or browser and converting on
another. You can view cross-device, cross-browser, and other conversion data in your “All conversions”
reporting column.

How conversion tracking works

Conversion tracking starts with you creating a conversion action in your Google Ads account. A conversion action is
a specific customer activity that is valuable to your business. You can use conversion tracking to track the following
kinds of actions:

 Website actions: Purchases, sign-ups, and other actions that customers complete on your website. Learn
more about how Google Ads tracks website conversions.

The Complete Guide to Google Ads Conversion Tracking

Erin Bell
Last Updated: February 15, 2022 | Conversion Rates, Paid Search Marketing

Home — Blog — The Complete Guide to Google Ads Conversion Tracking

So you’ve got your Google Ads campaign up and running, and your ads and keywords are starting to generate an
impressive number of clicks. Great! But unless you’ve got conversion tracking installed, you won’t be able to see how
many of those clicks are actually resulting in sales.
Conversion tracking is a powerful tool in Google Ads that lets you identify how well your ad campaign is generating
leads, sales, downloads, email sign-ups, and other key actions for your business. The data recorded by conversion
tracking allows you to identify which areas of your campaign are working and not working, so you can optimize your
bids, ad text, and keywords accordingly.
Depending on your business, a conversion could be counted when a customer makes a purchase through your
website, signs up for a newsletter, fills out an online survey or contact form, downloads an app or whitepaper, calls a
phone number from a mobile phone, and so on. After you’ve identified what customer actions you want to track as
conversions, it takes just a few simple and free steps to get conversion tracking up and running for your campaign.
RELATED: What Is a Good Conversion Rate?

Google Ads Conversion Tracking: The Basic Setup

Setting up conversion tracking involves generating a bit of HTML code in Google Ads that you paste into the
webpage on your site that customers visit immediately after completing the conversion (such as an “Order
Confirmation” or “Thanks for Your Email” page).

To get started, click on the Tools and Analysis tab in Google Ads, and select Conversions from the drop-down
menu, which brings up the All conversions page. Click on the Conversions tab, then click the +Conversion button
to create your first conversion.
You’ll be prompted to fill out a form that will help Google Ads generate the appropriate HTML code for you to paste
into your webpage.

Give the conversion a name, such as “Contact Form submissions” if you want to track how many times visitors fill out
your site’s Contact Us form.

Next, select the source of the conversion. Your choices are:

1) Webpage. (If you want customers to complete an action on your webpage, such as an online purchase, contact
form submission, or page visit.)
2) Call on-site. (If you want customers to call the phone number on your site from a mobile device.)
3) App download. (If you want customers to download your app.)

Here’s a more detailed walkthrough of each of the three conversion sources:

1) Webpage Conversions
Choose the most accurate conversion category from the drop-down menu: Purchase/Sale, Signup, Lead, View of a
key page (i.e. the Contact Us page), or Other. (Click image to enlarge.)

Select the Markup language. HTML is the standard choice, but check with your web developer if one of the other
alternatives (CHTML, XHTML, WML) would be more appropriate – especially if you’re running a mobile site.

Next, enter a value for the conversion. You can assign an amount manually, such as 10 if you’re selling e-books for
$10 each. If you’re selling a lot of different products, you can also set up the conversion tracker to record shopping
cart values that change dynamically on the site. (This feature is explained in more detail in the Advanced section
below.)

Tracking indicator
Enabling the tracking indicator causes an unobtrusive message to appear on your site letting visitors know that their
visits to your site are being tracked by Google. Displaying it is optional, and you can opt out of showing the message
by selecting the “Don’t add a notification to the code generated for my page” option. If you do select it (by default, the
selection is “yes”) you can replace the standard message with your own, and customize the message’s appearance
by changing the size (single line of text vs. two lines), page background color, and language.

No time to read this? Take it to-go! Download the pdf here. 

On the next page, you’ll receive an HTML code that you’ll need to paste into the page on your site that you want
to track the conversion for, such as the “Thanks for Visiting” page. If someone else is responsible for making changes
to your website, you can email them the code along with personalized instructions.
2) Call On-Site Conversions
If your website allows customers to call your business phone number directly from their smartphones, you can use
conversion tracking to track the number of times a call is made. Go through similar steps above to generate your
code, and then you’ll have to manually insert “onclick” HTML tags into the code provided by Google.
An onclick tag for a simple text phone number looks like this:

Replace the phone number with your company’s phone number, and the Call Now text with whatever text you’d like
to use.

Onclick tags can also be used with buttons (again, replace the sample phone numbers with your own):

And when your Call Now link is a custom GIF image (replaced “call_now_button.gif” with the name of your gif file, and
replace the example phone numbers with your own):

3) App Conversions

Google Ads is able to track downloads of Android app through the Google Play store, and, to a limited degree, iOS
apps through the Apple App Store. (Click to enlarge.)
NOTE: iOS app tracking is not available for Google Search or Google Display Network campaigns — only for the ads
that are served in mobile apps through the Display Network.

To set up conversion tracking for an Android app, you will be asked for the app’s “Package Name.” To find it, go to
the app’s page in the Google Play store. Copy the URL. The package number is the information after the details?
id= string, and before the &feature= string. For example, the text highlighted in yellow in the example URL below is
the Package Name:
play.google.com/store/apps/details?id=com.manodio.android.dartsworldcup.free&feature=more_from_developer

Cut and paste that text into the Package Name box. To test that it’s working correctly, click on the “View in Android
Market” link, and you should link through to the app’s page on Google Play. If you get an error or page not found,
you’ve entered it wrong.

There is no further code to copy or paste for this one.  Android app conversions should start tracking in about 24
hours.

Analyzing Your Google Ads Conversion Data

You can see information about your conversions from the Campaigns tab at the ad group, ads, and keywords levels.
Click the Columns tab, then Conversions, to customize which columns appear. (Click image to enlarge.)
Some of the basic columns include:

Conv. (1-per-click): Counts each time you receive one or more conversions from a single ad-click. You can use this
number to approximate the number of new customers you’re getting.
Cost / conv. (1-per-click): Displays your cost (how much you spent on clicks) divided by your total conversions. This
helps you measure your return on investment (ROI). Ideally, you should be spending less on clicks than you’re
earning on conversions.
Conv. rate (1-per-click): Shows the percentage of clicks that resulted in conversions. The higher the percentage, the
more effectively the ads or keywords are performing.
View-through conv.: Measures the number of times a customer viewed, but did not click on, your ad and later went
through with a conversion.
Google Ads Conversion Tracking: Advanced Options
Tracking Conversions from website shopping cart
Tracking purchases whose values you don’t set yourself manually involves taking the basic tracking code provided by
Google Ads and modifying it with additional code unique to your particular e-commerce platform, such as eBay or
PayPal. Each site does things a little differently, so it’s best to read specific help files for your e-commerce site. It’s
best not to attempt this unless you have a working knowledge of web programming and HTML.

When this is set up properly, any conversion value statistic, such as total conversion value and cost per click, will
reflect the actual revenue of the products you’ve sold, as opposed to a static value.
Advanced Conversion Settings: View-Through Conversions & Search De-Duplication
Available through the Advanced Settings when you’re setting up Website or Call On-Site conversions, the View-
through conversion window option tracks when a person sees your ad but doesn’t click it, then visits your site at a
later time and completes a conversion – in other words, they might have been influenced by your ad to return and
convert at a later time. You can set this to track for a specific amount of time in between the view and the conversion,
from 1 to 30 days, or a custom amount.
Enabling Search de-duplication means that a single conversion won’t be counted twice, both as a view-through
conversion and a click-through conversion if, for example, a customer first sees a Display Network ad then clicks on a
text ad before making the conversion. When this is enabled, the conversion will only be counted as a click-through
conversion.
Setting Up the Conversion Optimizer
By default, your ad rotation setting is set to optimize for clicks, meaning that Google Ads will serve the ads it feels are
most likely to result in a click-through. If you’re tracking conversions, you can change this setting to optimize for
conversions, meaning that the ads deemed most likely to result in conversions will be served in the auction more
frequently.
To change the setting, go to the Settings tab and scroll down to the Advanced settings section. Open the Ad
delivery: Ad rotation, frequency capping drop-down menu, click Optimize for conversions, and click Save.
Back in the Conversions tab, you can click Settings and then Edit Settings to change the conversion bid metric,
which tells the Conversion Optimizer whether to focus on 1-per-click conversions or many-per-click conversions.
Analyzing Conversion Data with Search Funnels
Once conversion tracking has been up and running for a couple of weeks, you can use the Search Funnels analytics
to track detailed data about your conversions such as how much time elapsed between when customers clicked on
your ad for the first time to when they completed the conversion, and how many times they saw your ad before
converting.
Access Search Funnels by clicking Tools and Analysis, then Conversions, then clicking the Search Funnels link at
the lower left of the Conversions window.
Analyzing this data can help you gain insights about how customers behave on your website, such as how much time
elapsed between when they clicked on your ad for the first time to when they completed the conversion, and how
many times they saw your ads before converting. (Click to enlarge.)
Google Ads Conversion Tracking Troubleshooting
Conversion columns aren’t showing any data
It can take up to 24 hours for conversion data to start appearing in Google Ads. If after 24 hours conversions still
aren’t showing up, it’s possible that no customers have converted yet. One way to test this is by going through the
motions of a conversion yourself by clicking on your ad when it appears, and doing whatever action is required to
trigger the conversion on your site. If after another 24 hours your conversion isn’t registering, double-check that the
HTML code was installed correctly. You might have to install additional plug-ins or move the code to a different part of
the page.

Data Isn’t 100% Accurate

If customers don’t have cookies enabled in their browser when they click on your ad and complete the conversion,
Conversion Tracking won’t work. Most people browse the web with cookies turned on, but if you choose to display the
Tracking Indicator link on your website, visitors can opt out of conversion tracking by disabling the conversion tracker
cookie.

NOTE: If you change any of a conversion’s settings in Google Ads, this alters its code and you’ll have to paste the
new code into the webpage.

ANOTHER NOTE: There are changes coming to cookies! Learn more about first-party data here.
Campaign Receives Many Clicks, But Few Conversions
Campaigns receiving many clicks and few conversions might represent a weak return on investment (ROI) if the ads
cost more to run than the business is earning back through conversions. Examining Search Funnels data and
reviewing ad text and keywords might help you understand why customers are failing to convert once they reach your
website.
Is the landing page unappealing? Does the website make it difficult for customers to navigate through to the
conversion page? Do the ads and keywords set up expectations about a product that the website does not deliver (for
example, do your ads appear when a customer searches for “cheap handbags” but take them to a website that sells
expensive designer handbags?). Try to put yourself in the customer’s shoes to figure out why customers who click on
your ads aren’t going all the way.
Got more questions about Google Ads conversion tracking? Leave them in the comments!

 Phone calls: Calls directly from your ads, calls to a phone number on your website, and clicks on a phone
number on your mobile website. Learn more about phone call conversion tracking.

 
 App installs and in-app actions: Installs of your Android or iOS mobile apps, and purchases or other activity
within those apps. Learn more about mobile app conversion tracking

 Import: Customer activity that begins online but finishes offline, such as when a customer clicks an ad and
submits a contact form online, and later signs a contract in your office. Learn more about offline conversion
tracking.

 Local actions: Actions that are counted whenever people interact with an ad that’s specific to a physical
location or store. Learn more about local conversion actions.
The conversion tracking process works a little differently for each conversion source, but for each type besides offline
conversions, it tends to fall into one of these categories:

 You add a conversion tracking tag, or code snippet, to your website or mobile app code. When a customer
clicks on your ad from Google Search or selected Google Display Network sites, or when they view your
video ad, a temporary cookie is placed on their computer or mobile device. When they complete the action
you defined, our system recognizes the cookie (through the code snippet you added), and we record a
conversion.
 Some kinds of conversion tracking don’t require a tag. For example, to track phone calls from call extensions
or call-only ads, you use a Google forwarding number to track when the call came from one of your ads, and
to track details like call duration, call start and end time, and caller area code. Also, app downloads and in-
app purchases from Google Play, and local actions will automatically be recorded as conversions, and no
tracking code is needed.

Once you’ve set up conversion tracking, you can see data on conversions for your campaigns, ad groups, ads, and
keywords. Viewing this data in your reports can help you understand how your advertising helps you achieve
important goals for your business.

Security and privacy for website tracking

Google's security standards are strict. Google Ads only collects data on pages where you have deployed the
associated tags.
Please ensure you're providing users with clear and comprehensive information about the data you collect on your
websites, and getting consent for that collection where legally required.

Note
If you have not obtained users’ consent for the collection, sharing, and use of personal data for personalization of ads
where legally required, be sure to disable the collection of remarketing data. Learn how to modify the global site tag
to disable the collection of remarketing data for specific users.

35. Choose Your Bid and Budget

To run your ads on Google, you'll need to decide on the right budget and bidding options. Your budget establishes a
charging limit for an individual campaign, so it should be the average amount you'd be comfortable spending per
day. Your actual costs may be lower, depending on how you manage your bids.

Note:  Google Ads calculates the budget on a daily basis. If you need to determine the monthly budget, multiply the
daily budget by 30.4, which is the average number of days in a month. For more information, read Budgets overview.
Utilize your Budget Report to view your monthly spend limit and monthly forecast.

Your maximum cost-per-click bid (max. CPC bid) is the most you're willing to pay for a click on your ad. By
managing your bids, you may influence the amount of traffic your ads receive, as well as the Return on investment
(ROI) they generate. With higher bids, your campaign is likely to receive more traffic, although you'll likely spend
more money. With lower bids, your campaign is likely to receive fewer clicks and conversions.

This article explains how your campaign budget works, discusses different bidding options, and explains the steps
you’ll need to take to set your bid and budget in a new campaign.

How campaign budgets work

With Google Ads, you have the option to set an average daily budget or a shared budget for a campaign. You can
set an average daily budget with the average amount you're willing to spend per day in that campaign. If you want to
check your average daily budget across all campaigns, you can use the "Budget" column under the Campaigns tab. If
you prefer thinking of your budget in monthly terms rather than in daily terms, you can calculate your monthly budget
by multiplying your average daily budget by 30.4 (the average number of days per month).

Tip: Start small

If you're a beginner, try an average daily budget of US$10 to US$50. Check your account daily after applying a
new budget to see how your campaigns have performed.

You can set a shared budget with the amount you’re willing to spend across multiple campaigns for the same
client. The following example shows how Google Ads optimizes your campaign performance when you use a shared
budget. 
Example

Say you've set aside $100 per day, split evenly between two campaigns. On a given day, one campaign could get
fewer impressions and clicks than usual, resulting in only $40 spent. With a shared budget, Google Ads could
take that leftover $10 and reallocate it to the second campaign to maximize your campaign results overall.

Shared budgets are effective when you have a number of campaigns with a shared goal for a client. For example,
you can set a shared budget when you have seasonal campaigns that take advantage of specific holidays, like New
Year's Eve or Valentine's Day, and set a client-specific shared budget to cap spend related to all their seasonal
campaigns.

You can access shared budgets in the Shared library in your Google Ads account.

Shared budgets don’t work with campaigns that are part of a campaign group or campaigns that are part of an
experiment.

Overdelivery

Because traffic fluctuates from day to day, Google may allow your campaign to spend more in one day than your
average daily budget specifies. This is called overdelivery.

However, your campaign spend will never exceed 2 times your average daily budget on a given day, and our system
makes sure that in a given billing period, you're never charged more than 30.4 multiplied by your average daily
budget amount. For example, if you budget US$10 per day, the maximum you would pay is US$304.

If Google shows your ads too often and your costs for the month end up exceeding what you should have paid in a
month given the average daily budget you've set, your charges will still not exceed your monthly charging limit. For
instance, if your monthly charging limit is US$304, and you've accrued US$310 in costs in a given billing period,
you'll only be charged US$304. You can see these adjustments on your Transaction history page.

Tip: View your recommended budget

Are your campaigns using up all of your budget? Your budget settings include the option to View recommended
budget, which is based on analysis of your campaign performance, typically from the past 15 days.

How bidding works

When many people think of an auction, they often think of a prize being sold for the highest bid. But our ad
auction uses both quality and bid to determine your ad's position. So even if your competition bids higher than you,
you can still win a higher position—at a lower price—with highly relevant keywords and ads. You'll often pay less
than your maximum bid because you'll only pay what's minimally required to hold your ad position and any ad
formats shown with your ad, such as sitelinks. The amount you pay is called your actual CPC.
There are many different ways to set your bids, including an entire suite of automated bid strategies. But most people
start out setting their bids with either Maximize Clicks or Manual CPC bidding.

Maximize Clicks vs. Manual CPC bidding

If your goal is to gain clicks to generate traffic to your website, there are two cost-per-click bid strategies to consider:

 Maximize Clicks is the simplest automated bid strategy. All you have to do is set an average daily budget,
and the Google Ads system automatically manages your bids to bring you the most clicks possible within
your budget.
 Manual CPC bidding lets you manage your maximum CPC bids yourself. You can set different bids for each
ad group in your campaign, or for individual keywords or placements. If you've found that certain keywords
or placements are more profitable, you can use manual bidding to allocate more of your advertising budget
to those keywords or placements.

Tip: Estimate keyword traffic

Try Keyword Planner to get traffic estimates, like estimated clicks, estimated impressions, or estimated
average CPCs for your keywords. These estimates can help guide your decision on which bids and budgets to
set.
Bid adjustments

You can set bid adjustments that increase or decrease your bids when your ad is competing to appear on mobile
devices, in specific locations, and at particular days and times. Bid adjustments can give you more control over when
and where your ad appears, and are applied on top of your existing bids. You can also customize your bid strategy by
setting multiple adjustments that work together, such as location and time of day, or time of day and mobile devices.
Learn more About bid adjustments.

Instructions

1. Sign in to your Google Ads account.

2. Click Campaigns in the page menu.

3. Click the plus button  , then select New campaign. 

4. Select the campaign type you’d like to create.
5. (Optional) Set a campaign goal, and enter the URL of your business’s website.  
6. On the "Select campaign settings" page scroll to the “Bidding” section and select a bid strategy.
7. Scroll to the “Daily budget” section and enter an individual daily budget or use a shared budget.
8. Finish choosing your other campaign settings and click Save and continue.
36. What Is The Google Ads Auction Insights Report?

Auction insights is a pre-built report in Google Ads that provides information on other advertisers who’re also bidding
on the same keywords as you. It is available for both search and shopping campaigns. This report can be viewed at
an account, campaign or ad group level. Advertisers are shown only by their “Display URL Domain”
i.e.innovationvisual.com

Although Google won’t provide you with specific keywords other advertisers are bidding on, you can roughly work out
where they’re prioritising spend if you’ve structured your account correctly. This will allow you to more accurately use
the data to highlight where your activities are performing well but also where there may be opportunities for
improvement.

Using the Google Ads Auction Insights report can help you compete smarter. If you’d like some help in understanding
your Google Ads Auction Insights report then please let us know, we’d be happy to help. You can get in touch with us
here.

What Metrics Can You See & What Do They Mean?

There are six key metrics available in the Google Ads Auction Insights Report. They are Impression Share, Overlap
Rate, Position Above Rate, Top of Page Rate,  Abs. Top of Page Rate and Outranking Share.

It is possible to view a report for one or more keywords, ad groups or campaigns which can be segmented by time
and device. This data is only available if your campaigns have achieved the minimum level of activity over the period
being analysed.
Impression Share

“Impression share” is the number of impressions you received divided by the estimated number of impressions you
were eligible to receive.

Eligibility is based on your current ads' targeting settings, approval statuses, bids and quality scores. This number is
updated once a day.

Overlap Rate

“Overlap rate” is how often another advertiser’s ad received an impression in the same auction that your ad also
received an impression.

Position Above Rate

“Position above rate” is how often another advertiser’s ad in the same auction is shown in a higher position than
yours, when both of your ads were shown at the same time.

WANT TO KNOW MORE?

 Building an Effective Google Shopping Campaign

 Advanced Google Shopping Optimisation Tips & Techniques

 How to Avoid Errors in Google Ads Shopping

Top of Page Rate

“Top of page rate” is how often your ad (or the ad of another advertiser, depending on which row you're viewing) was
shown at the top of the page in search results. “Top of page” is any position higher than Organic results in the SERP.

Abs. Top of Page Rate

“Search absolute top impression rate” is the percentage of your impressions that are shown as the very first ad above
the organic search results.

Use this metric to see whether changes in performance are due to changes in your ad's location.

Outranking Share

“ Outranking share” is how often your ad ranked higher in the auction than another advertiser’s ad, or if your ad was
shown when theirs was not.
How To Read And Act On Your Google Ads Auction Insights Report

Accurate data analysis can be invaluable in making the right decision in your search and shopping campaigns and
the Google Ads Auction Insights Report is an extremely useful tool in informing those decisions. If you would like help
in accurately analysing the data in your report or in translating that data into actionable decisions then our team of
Google Ads Experts would be delighted to help. You can get in touch with us here and we are looking forward to
hearing from you.

Find the auction insights report

Auction insights data is available for Search and Shopping campaigns that meet a minimum threshold of activity. For
Search campaigns, you can create a report for keywords, ad groups, and campaigns. For Shopping campaigns, you
can create a report for ad groups and campaigns.

1. Sign in to your Google Ads account.

2. Click the Campaigns, Ad groups, or Keywords page menu based on what information you want to be
displayed in the report.
3. Select a specific campaign, ad group, or keyword by checking the box next to each item.

Note: You can only select keywords on a single page at a time (unless you run a report for “All”).

4. Click Auction insights.
5. You'll now be taken to your auction insights report.

Note: Only keywords and ad groups that meet a minimum threshold of activity will have the auction insights
report.

6. If you selected only Search or only Shopping campaigns or ad groups, you'll find the corresponding auction
insights report.
7. If you selected a mix of Search and Shopping campaigns or ad groups, you'll need to select the Search
campaigns or Shopping campaigns radio button.

Filter your auction insights

To help you locate keywords, ad groups, and campaigns that have auction insights reports available, you can create
a filter. The auction insights filter allows you to get a glance of which of your keywords, ad groups, or campaigns have
auction insights reports available to view.

1. Click the filter icon   above your statistics table.

2. Select one of the filters that appears to view a list of conditions for new filters.
 3. Enter the condition then click Apply. The table automatically updates to show you your keywords or ad
groups with available auction insights reports.

37. Google Ads Mistakes and How to Avoid Them

Are you achieving the best possible results with your Google Ads campaigns—or are you missing out on key
conversion opportunities? Whether you’re new to Google Ads or you’ve been setting up pay-per-click (PPC)
campaigns for years, minor mistakes can add up over time. As a result, your campaigns can underperform, costing
your team both results and ad spend.

If you know what to look for, you can take steps to identify and resolve some of these PPC issues. Take a look at 10
common Google Ads mistakes and find out how to fix them—or avoid making them in the first place.

1. Sticking With Default Network Options

When you set up a Google Ads campaign, you can choose whether you want to create a search or display campaign
—at least in theory. In reality, when you set up a campaign on the Search Network, Google Ads also places your ads
on the Display Network by default.

That may not sound so bad until you realize that the average conversion rate for ads on the Display Network
is significantly lower than Search Network ads. If you go with the default search campaign settings, you could waste
money on Display Network ads with nothing to show for it.

To avoid making this mistake, choose your Google Ads network carefully. it’s often best to match the campaign type
and network, keeping search and display ad campaigns separate.

2. Using the Wrong Keyword Match Type

It’s easy to assume that as long as you target the right keywords with a high enough bid, your ads will appear in
relevant searches. Yet that’s not always the case, especially if you use the wrong keyword match type.

If you match keywords to search terms too loosely, your ad may appear in unrelated searches. In contrast, if you pair
them too precisely, your ad might not match with many searches.

To optimize your search ads, you need thorough keyword research and an in-depth understanding of your audience’s
search intent. You’ll also need to know the difference between these keyword match types:

 Broad match: Targets searches related to your keyword.

 Phrase match: Shows ads on searches that express the meaning of your keyword.

 Exact match: Displays ads on searches that mean the same thing as your keyword.


3. Forgetting About Negative Keywords

Even if you choose the most precise keyword match type, your Google ads can still appear on irrelevant searches. If
these searches drive a lot of clicks, you could end up wasting ad spend.

Fortunately, you can exclude select search terms by adding negative keywords. Keep in mind that Google supports
three kinds of negative keywords—broad, phrase, and exact match—so it’s important to understand what they mean
and choose wisely. After all, adding the wrong negative keyword match type could prevent your ads from appearing
in the searches you do want to target.

4. Neglecting Ad Extensions

Ad extensions are clickable elements that you can tack on to any Google ad. They can display information like your
business’s phone number, an item’s price, or the services your company offers.

Technically, ad extensions are optional. Google states they contribute up to a 15% higher click-through rate (CTR),
so it’s in your best interest to use ad extensions whenever possible. Google recommends adding at least four
extension types:

 Affiliate location

 App

 Call

 Callout

 Lead form

 Location

 Price
  Sitelink

 Structured snippet

5. Sending Traffic to the Wrong Landing Pages

The best place to drive traffic is your website’s homepage, right? Not exactly. 

Although many marketers make the mistake of using the homepage as the landing page for every ad, it can be one of
the worst destinations for Google Ads traffic.

Your homepage serves as an introduction to your business and is one of the most general pages on your site. It’s
designed to appeal to people with a variety of needs, interests, and questions. That means it’s a great landing page
for a general search like your brand name.

But when you target a more specific keyword, it’s important to consider the search intent. For example, prospects
may click on your ad to access content, buy something, or contact your business. That’s why you should always tailor
the landing page to the ad, allowing prospects to complete the desired action instantly.

6. Overlooking Audience Targeting Options

Like any online ad platform, Google Ads lets you choose the audiences you want to reach. You can enter the
demographic details that match your ideal customer, create affinity or in-market audiences, or set up remarketing
audiences.

However, Google Ads defaults to observing rather than targeting the audiences you build. That means the platform
reports on how your chosen audiences performed, but it doesn’t serve ads only to those groups. 

If you want to test how all audiences respond to your ads and then adjust your bids accordingly, audience
observation is a good choice.

But if you want to serve ads only to people in the audiences you defined, then audience observation isn’t restrictive
enough. To avoid spending money delivering ads to the wrong people, you’ll want to use Google’s audience targeting
option.

7. Relying on the Wrong Bidding Strategy

Google Ads automatically recommends a smart bidding strategy based on the campaign goal you want to achieve.
For example, the platform may suggest Maximize Clicks if you want to prioritize website traffic. It’s easy just to go
with what the platform suggests—and if you don’t already have a lot of data to draw from, the default may be your
best option.
But neglecting to test out different options, or worse—failing to leverage data and optimize your bidding strategy—can
be an expensive mistake.

Once you have enough PPC data to know what you should be paying for clicks and acquisitions, you can start
optimizing results with a manual cost per click (CPC) or target cost per action (CPA) bidding strategy. Alternatively,
you can use a target return on ad spend (ROAS) bidding strategy to ensure your campaigns deliver the value your
team expects.

8. Creating Too Few Ads Per Campaign

Every ad in your Google Ads account belongs to an ad set, which in turn is part of a campaign. Although you can
certainly run a single campaign from your Google Ads account, each campaign needs multiple ads and ad sets. The
platform can’t optimize performance effectively if an ad set only has one or two ads. That means performance could
suffer, and you may end up paying more than necessary for results.

Although creating the ideal campaign structure is part art and part science, Google recommends creating at least
three ads per ad set. You’ll also want to make sure each ad has unique copy and creatives so you can compare
results and see which resonates best with your audience.

9. Omitting the Call to Action

Whether you’re writing a headline or a description, you’ll find that Google Ads puts a strict limit on how many
characters you can include in any element of the copy. When you’re short on space, you might find that you have to
leave out a key part of your message.

While you do have to be selective about what you include in the ad copy, omitting the call to action (CTA) is a big
mistake. Without a CTA, prospects may simply scroll past and click on another ad or on an organic search result
instead.

To improve clicks and conversions, always include a CTA in your ad headline. That way you can tell prospects what
step to take next to get the conversion you want.

10. Considering Outdated or Incorrect Conversions

If you’re going to leverage search engine marketing effectively, you need to track conversions. Google Ads makes it
easy to track conversions from your website, app, phone number, or Google Analytics property. But it’s important to
remember that conversions aren’t static. After the initial setup, they require regular updates and reconsideration.

When reviewing a Google Ads conversion, first make sure that it’s active and recording correctly. Then confirm that
the assigned value and conversion window are still accurate. It’s also helpful to review the attribution model so
Google Ads credits each conversion action appropriately.
Over time, your business naturally evolves, and so do the conversions you care about. If a conversion isn’t relevant
any more, you can simply remove it from your account. That way you can always track conversions effectively and
assess the impact of your Google Ads campaigns accurately.

1. Outdated Conversions

Once upon a time, you would place a Google Ads conversion tag on the conversion page, and that was that. It fed in
pixel fires from that page.

Such a simplistic measurement also meant a lot less room for error.

Nowadays, advertisers use conversion tags on any number of pages, import conversions from CRMs like Salesforce,
use call tracking, and import conversion events from Google Analytics.

This additional view of the conversion journey is invaluable, but it also means there can be a lot of noise. It’s harder to
realize when conversions are double-counted, or if old ones are still populating.

If all of those old conversions are part of CPA calculations or bidding algorithms, it messes with bidding decision-
making.

The Conversions area in Google Ads should be checked at least quarterly. Scan to check for anything outdated or old
that should be removed.

Answer the following questions:

 What are we tracking?

 Should all of those factors be counted as a conversion in all calculations, or only a few?

 Where does the tracking come from – the Google tag, a Goal imported from Analytics, an imported file?

 Is there anything left that is a dead conversion that we should delete to keep the conversion interface clean?

2. Geotargeting Options

This is a sneaky one by Google.

When setting up a new campaign, you choose your geotarget.

There’s a sneaky expansion menu a lot of people forget about under Location options.
Opening this reveals the default way Google will show your ads, and here is the culprit:’

This means your ads will show outside your geographic target based on Google’s definition of a user “showing
interest” in the locations you’ve chosen.

To see if this is affecting your results, you can dig down into Reporting and see it split by users physically in the
location, versus when it’s just an “interest.”

Unlock (not provided) with Keyword Hero

See all your organic keywords in GA and their specific performance metrics. Free Trial. Cancel anytime. Professional
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In the Reports area, add a column for Location type. You can then filter by Physical Location or Location of interest:

If the interest-based location is dragging down your results, go back to your Locations setting, and choose the second
radio button for Presence.
This will only show it to people physically located in your desired area.

3. Regional Trends

Speaking of location-driven decisions, there’s frequently a lack of location-based bid modifiers or decision-making.

It’s easy to overlook this when many managers rely on automated bidding.

However, when using manual bidding, eCPC, or maximizing clicks, this can make a big difference.

Many accounts run nationwide and at times, you see accounts set up to target the U.S. with nothing more granular.

It’s very likely you’ll see patterns of cities or states that have better or worse performance.

This can be handled through bid modifiers, but that doesn’t address other major issues: device modifiers, budget
allocation, and ad copy, to name a few.

Large cities tend to eat budget, which can be OK if the metrics work in their favor.

But sometimes they don’t.

Occasionally, there are differences in device usage among different geographical areas.

For example, with cities that have a lot of commuters, you will sometimes see better conversion rates on mobile
devices since they’re browsing and shopping while they sit on public transportation.

Check the Locations section in your Campaigns, and drill into the city levels for opportunities to tighten up your
bidding.

4. Revisiting Ad Schedule Modifiers

As with a lot of bid modifiers, there’s a trend of setting up ad schedule bid modifiers and forgetting about it.

Performance during the time of day can change seasonally.

Revisit it at designated intervals with good data samples to make sure you stay relevant during the prime times of the
day.

5. Messy Keyword Matching

With broad match types, Google picks the keyword a search term is matched to but doesn’t always choose the same
one consistently.

You wind up having one search term matching to multiple different ad groups, usually with varying levels of
performance.

The easiest way to see this is by exporting your search terms and using a quick pivot table.

Drop your search terms in, and then pick count of Ad Groups.

It’ll show you the number of ad groups a term is matched to.

You can also drop the Ad Group in as a sub-field to the search term, which will then list under each search term
which specific Ad Group it popped into.

This used to be something to focus on for broad match only, but I now recommend doing it for all match types. Since
Google relaxed its match rules around Exact Match, you will probably find more surprises here than you used to!

Obviously, we want it to match the best-performing one.

This means setting it as an exact match negative to the Ad Groups or Campaigns where we want it to stop matching.

This forces Google to match it the way you want.

6. Not Utilizing Experiments for Testing

To be fair, the platform doesn’t make this easy to figure out, which is a shame.

The Experiments feature is a great way to run a more controlled test once you get past the odd way you have to set it
up.

You can test all kinds of elements, like the bidding mechanism or even landing pages.

In accounts where I’ve struggled to get an even distribution for a landing page test, the Experiments setup has come
in handy.

I simply duplicate the Campaign and change the URLs in the ads.

Because I can specify the percentage of traffic I want to receive in the experiment, I can create a more controlled
setup vs. leaving it to the meager Google Ads rotation options.

To get started on creating an Experiment, choose the Campaign you want to create a test for and hit the “Drafts”
button in the upper right.

From there, you can create a non-running version of the Campaign, change the parts you want to test, and then
choose to launch it as an Experiment for a pre-determined length of time.
A more recent addition here is that option for Ad Variations. You can launch a split test on copy way faster than
having to manually upload a bunch of ads like you used to!

7. Lack of Bidding Strategy

There are many reasons accounts may still use manual bidding.

Often, there are more complex business metrics that determine the relative worth of a click – metrics that Google
can’t see, or take into account.

These situations make human error a factor, and a strong bidding strategy can be left behind.
Keywords with a $1,006 cost per conversion should not have the same bids as those generating leads at $96.98.

Read up on bidding options and test different methods to find the one that yields the best results.

8. Adding Audiences for Observation

It’s easy to forget that searches happen across a wide range of potential customer types.

Google has a lot of information on users at this stage of the game.

Frequently, they will behave very differently, but it’s nothing you’d see in the search data because they search the
same terms.

Adding Audiences and observing their results is a basic Marketing 101 function that is easily skipped over out of
habit.

However, the data here is great not only for discovering new bid adjustments but also in finding audiences to target
on other platforms like YouTube.
9. Missing or Disapproved Ad Extensions

So many accounts are missing Ad Extensions and/or have some that are disapproved.

I commonly see the missing Structured Snippet extensions, disapproved phone numbers (ack!), and disapproved
Review Extensions.

Beyond the enhanced real estate these extensions give advertisers on the SERP, they can also help to pre-qualify
clicks better (using things like “starting at” pricing, as an example). They may also give more information to
encourage a click from a user.

10. Watching Partner Performance

By default, a new search campaign will have Google Search Partners checked as a placement.

This isn’t always a bad thing!

Sometimes partner sites generate some nice, low CPAs.

Make sure if you launch with it, you take a look as data accrues to see how it’s doing.

You can do this by choosing the Segment option in the top right, and picking Network (with search partners).

38. Keyword Planner

If you’re affected by market changes, we recommend planning weekly rather than monthly or quarterly until markets
stabilize.

Keyword Planner’s forecasts are refreshed daily and based on the last 7-10 days, adjusted for seasonality. Your
forecasts will take into account any impact of market changes during this time frame. We’ve updated our seasonal
model to account for current market conditions.

Keyword Planner helps you research keywords for your Search campaigns.

You can use this free tool to discover new keywords related to your business and see estimates of the searches they
receive and the cost to target them.

Keyword Planner also provides another way to create Search campaigns that’s centered around in-depth keyword
research.

This article shows you how to use Keyword Planner to lay the groundwork for a successful campaign.

Benefits

 Discover new keywords: Get suggestions for keywords related to your products, services, or website.

 See monthly searches: See estimates on the number of searches a keyword gets each month.

 Determine cost: See the average cost for your ad to show on searches for a keyword.

 Organize keywords: See how your keywords fit into different categories related to your brand.

 Create new campaigns: Use your keyword plan to create new campaigns centered on in-depth keyword
research.

It's important to keep in mind that while Keyword Planner can provide insights into keyword targeting, campaign
performance depends on a variety of factors. For example, your bid, budget, product, and customer behavior in your
industry can all influence the success of your campaigns.

Instructions

To access Keyword Planner:

  Your account must be using Expert Mode. You won’t be able to access Keyword Planner if your account is
using Smart Mode.
 You must complete your account setup by entering your billing information and creating a campaign. If
you’re not yet ready to spend money, you can choose to pause your campaigns.

1. Create a keyword plan

Once you open Keyword Planner, there are 2 ways to create your keyword plan:

1. Search for new keywords by clicking Discover new keywords.

2. Upload existing keywords by clicking Get search volume and forecasts.

Discover new keywords

A. Get ideas for new keywords

Enter words and or websites related to your business to see keyword ideas.

1. Sign in to your Google Ads account.

 Note: If you’re logged into a manager account, you’ll need to choose a managed account to use in
order to continue. Learn more About Google Ads manager accounts

2. Click the tools icon , then under "Planning", click Keyword Planner.

3. Click Discover new keywords.
4. There are 2 ways to discover new keyword ideas:

 Start with keywords: Enter words related to your products or services. You can separate multiple
phrases with a comma and space.
i. Enter your domain and Google will try to exclude keywords not related to what you offer.
 Start with a website: Enter any website and Google will look for keywords related to the content on
that site.
5. Click Get results.

After clicking “Get results”, you’ll see a list of keywords related to what you entered. These keywords haven’t been
added to your plan. You can now edit your list with filters and categories to help you find those that make sense for
your plan.

Note: Keywords with very low search volumes or keywords that are considered sensitive are not discoverable or
forecastable. In those instances, you’ll get an error message and prompt asking you to try new keywords or URLs.

B. Edit your list of keyword ideas

You can now edit your list of keyword ideas using filters and categories. Learn more in-depth tips on editing your
keyword list.

Filter

Narrow down your list of keywords based on criteria like competition, impression share, and keyword text. For
example, you may want to see keyword ideas where bids under $1 may be enough to reach the top of the page.

1. Click Add filter.
2. Select a filter and enter its values.
3. Your list of ideas will now match the filter.

Refine by category

See groups of keywords based on their themes, brands or categories.

1. Look for the “Refine keywords” side panel on the “Keyword ideas” page.
2. Open the categories beneath it to see characteristics related to your keyword ideas.
3. Uncheck the box next to each category to remove these keywords from your list.
 For example, if your keywords are related to running shoes, you may see a category for shoe color.
To only see keywords for “red running shoes”, you’d uncheck the box for all other colors.

C. Add keywords to your plan and see a performance forecast

Once you have a list of keywords, there are 2 ways to incorporate them into your campaigns:

 Add them to your keyword plan to see forecasts of their performance and create an optional new campaign.

 Add them to ad groups within existing campaigns.

Follow these steps to add keywords to your plan and forecast their performance:

1. Check the box next to each keyword that you’d like to add to your plan.
2. If you’d like to specify the name of the ad group in your plan to add this to, click the New ad group drop-
down and specify a name.
3. Specify the match type by clicking the Broad match drop-down and selecting a match type.
4. Click Add keywords to create a plan to create a new plan, or click Add keywords to add the keywords to an
existing plan.
Get search volume and forecasts

Add keywords to plan and see forecast

1. Sign in to your Google Ads account.

 Note: If you’re logged into a manager account, you’ll need to choose a managed account to use in
order to continue. Learn more About Google Ads manager accounts

2. Click the tools icon  , then under "Planning," click Keyword Planner.

3. Click Get search volume and forecasts.
4. Enter or paste a list of keywords into the search box, or upload a list of keywords from a CSV file following
the instructions below:

 Click Upload a file.

 Click Select a file from your computer. Review the templates provided for uploading keywords.
i. Upload a list of keywords: Your file should have just one column with the header titled
“Keyword”.
ii. Upload an entire keyword plan: Download the template to include optional data like
campaign, location, and ad group, etc. along with your keyword.
 Click Submit.
5. Click Get started.
2. Understand your keyword forecast

Your plan forecast shows you how many conversions, clicks, or impressions you’re likely to get for your keywords
based on your spend.

Understand your forecast

Your forecast is available on the “Forecasts” page of your plan. It includes keywords that you uploaded through “Get
search volumes and forecasts” or those you added from the “Keyword ideas” page.

What’s included in your forecast

 Forecast of optimal performance for all keywords based on your spend.

 Change the metric you’re forecasting by clicking “conversions” or “clicks”. This is available to you
when you enable conversion tracking in your account. Otherwise, click Add conversion metrics to
review the options.
 Change the average daily budget by clicking the amount.

 Change your bid strategy by clicking the “Maximize clicks” drop-down.

 Click the drop-down arrow to see a chart of your estimated performance to get based on your
spend.
 Estimates for each individual keyword based on the “Maximize clicks” bid strategy.

 Edit the amount in the “Average daily budget” to see how these estimates change.

 Ad groups that your keywords will be added to in a new campaign if you implement your plan.

 Date range for your forecast.

 Click on the date range at the top of the page to change the timeframe for your forecast.

Additional options

 Add new keywords by clicking the plus button and entering new keywords. You can also return to the
“Keyword ideas” page and add keywords from there.
 Download forecast by clicking the download button.

 Share plan with others by clicking the Share button and enabling share access.

3. Create campaign based on your plan

Create campaign

You can implement your plan by creating it as a campaign.

1. You can create a campaign from the Forecast, Saved keywords, or Negative keywords page.

 2. Click Create campaign near the top corner.
3. Name your campaign.
4. Select the recommended daily budget based on optimal performance from your plan forecast, or enter a
custom budget.
5. Click Save.

After clicking “Save”, your forecast plan will be converted into a new campaign on your account’s “Campaigns” page.
Click “View campaign” to access the settings for your new campaign.

Once you’ve implemented your plan as a campaign, you can still access its forecast from the tools icon,
under Keyword Planner. However, you’ll only be able to make changes to the keywords for this plan within the new
you created campaign

47.Bidding

What is Google ads Bid Simulator and how to Use it?

Bid simulators help determine how the prices of your ads affect their performance over the week.
It is possible to use two types of these simulators:

 Manual type of simulator

 Smart Bidding Simulator

How do they work?

Simulators collect search and network advertising data from ad auctions. In ad auctions, they collect information such
as Quality Score, keyword traffic, or competition.

They show you an overview of how bids can affect the performance of your campaigns in 7 days.

What bid simulations can be used?

 Traditional Bid Simulator

They show the change in your ad’s maximum cost-per-click (CPC) bid. This price affects the number of clicks, the
conversion value, and the number of impressions your ads would receive.

 Campaign Bid Simulator

This simulator shows how bid changes in your campaign can change that campaign’s performance.

 Shopping Ads Simulator

The Shopping Campaign Simulator shows how your bid changes can change the performance of your ad for a
particular product.

 Video Campaign Bid Simulator

It’s used to show how your maximum CVP changes and how it could change the performance of your video
campaigns over the course of a week.

 Hotel Campaign Simulator

Shows how your campaign maximum CPC and percentage of maximum CPC or commission as a percentage (%)
change.

 Device Simulator Offers

Shows how your campaign performance can change on the different devices users use.

 Call Menu Simulator

It shows us that changing the bid could affect the performance of the call interaction.

An example from practice where we set a max CPC of € 0.10 for a particular keyword. However, we are interested in
what results we could achieve with an offer of € 0.05. The simulator can generate estimates for the number of clicks,
cost, impressions, and conversions we would achieve for a particular keyword at a maximum CPC of $ 0.05.
The bid simulators are a unique way to see predicted changes in the performance of your ads as you apply
changes your settings. Until recently, they were only available for manual bidding and target CPA. Now you
can use them with Smart Bidding too.

Different settings have different impacts on your ad performance, and those are usually difficult to predict. Since risk
does not always result in profit, Google has developed a great tool to help you set up your campaigns and bids – bid
simulators. Those will help you understand more about what happens if you change your ad’s target values or
budget.

Ad performance is influenced by a number of factors, and simulators are responsible for taking them into account
when predicting your ad performance after a change in the setting. Therefore, they take into consideration things
like landing page, competitor ads, their bids, and so on. As a result, they’ll show you how the performance of
your ad is esteemed to change after applying new settings, if the current factors have the same value/quality.

There are several types of smart bidding simulators, depending on the metric you track:

1. Conversions

If conversions are your key metric, you can use simulators at different levels when using target CPA or maximize
conversions strategies. While target CPA is available for search, display, and app campaigns, the maximize
conversions simulator is only available for the Search Network.

2. Conversion value

In case your conversion value is important to you and you’re using a target ROAS strategy, you can use the simulator
on all levels. Simulators are available for conversion values for Search and Shopping ads

3. Click

If you focus on clicks, you can use the maximize clicks strategy. This strategy simulator only works to maximize
search clicks.

Where to find bid simulators?

Simulators are indicated in each category by their icon. You can find them in the appropriate categories of your
Google Ads account, depending on the level on which you want to track the changes – for your ad group, campaign,
or portfolio bid strategy. In the first case, select the Ad groups section and select either “Target CPA” or “Target
ROAS” to find the icon. For a campaign, click the Campaign section and find the icon in the budget column. Finally,
for portfolio bid strategies, click the wrench icon in the top bar and select Bid Strategies in the Shared Library
section. Click your preferred campaign target to find the simulator icon.

Estimate your results with bid, budget and target simulators

There are two types of Google Ads simulators that you can use:

 Manual CPC bid simulators

 Smart Bidding simulators

Google Ads bid simulators help you see how different bids might change your ads’ weekly performance.

 The regular Bid Simulators show you how changes to your max. CPC bid might change the cost or the
number of clicks, impressions, conversions, and conversion value your ads would have received for your
keyword or ad group. You can find them on the Ad groups and Keywords page.
  The Campaign Bid Simulator shows you how changes to your campaign’s bids might affect that campaign’s
performance. Find it on the Campaigns page.
 The Shopping Campaigns Bid Simulator shows you how certain changes to your bid might have impacted
your product group's performance. You can find it on the Product groups page.
 The Video Campaigns Bid Simulator shows you how changes to your max. CPV might impact your typical
weekly video traffic. Find it on the Campaigns page.
 The Hotel Campaigns Bid Simulator shows how changes to your max. CPC, max. CPC%, or Commission %
might have impacted your hotel group’s recent performance. You can find it on the Hotel groups page for
max. CPC and max. CPC% bid strategies and on the Campaign page for Commission % bid strategies.
 The Device Bid Adjustment Simulator shows you how changes to your device bid adjustment might affect
your ad performance on different devices.
 The Call Bid Adjustment Simulator shows you how changes to your call interaction bid might affect the
performance of your call extensions.

Suppose you have a max. CPC bid of US$1 for your keyword, but you're curious to see what results you might get
with a bid of US$1.50 or US$0.75.

The Bid Simulator can show you estimates of the clicks, cost, impressions, conversions, and conversion value you
would have seen with max. CPC bids of US$1.50 or US$0.75 for your keyword.

The Campaign Bid Simulator can show you the same estimates based on setting a campaign-wide bid of US$1.50,
for example, or increasing or decreasing your campaign-level bid by a certain percentage.

 Any active bid adjustments for your campaign or ad groups are taken into account during simulations.

 If your campaign has a "Limited by budget" status, you'll get budget ideas in the pop-up window on
your Campaigns page instead of the Campaign Bid Simulator. Learn more about budget ideas

How bid simulators work

The bid simulators collect and analyze data from ad auctions on the Search Network and the Display Network while
considering information such as Quality Score, keyword traffic, and competition in the ad auction. The tools use this
information to estimate how your ads might have performed in terms of key metrics like cost, impressions, clicks, and
conversion volume.

You can estimate your bid simulator results at scale by using the Google Ads API (AdWords API).

How to get bid simulator estimates

Use bid simulators on the Search and Display Networks

Bid simulators work on the Search and Display Networks, and on Search Network campaigns with Display
Expansion.
Note: Using a bid simulator in a “Search Network campaign with Display Select” only simulates the search portion of
the traffic.

1. Sign in to your Google Ads account.

2. Click Campaigns, Ad groups, or Keywords.

3. Click the simulator icon  Don't see this icon? Learn why.
1. If you're in Campaigns, the icon is in the "Budget" column.
2. If you're in Ad groups the icon is in the "Default max. CPC" column.
3. If you're in Keywords, the icon is in the "Max. CPC" column.
4. You can change your bid by selecting a new bid option in the Bid Simulator.

Tip

Alternatively, you can add the bid simulator columns to the statistics table on your Keywords page to easily view
estimates for multiple keywords. Learn more about this group of columns

Use the bid simulator for Video campaigns

Video campaign Bid Simulators can only be used for video campaigns.

1. Sign in to your Google Ads account.

2. Click Campaigns or Ad groups.

3. Click the simulator icon   Don't see this icon? Learn why.

1. If you're in Campaigns, the icon is in the "Budget" column.
2. If you're in Ad groups, the icon is in the "Default max. CPV" column.
4. You can change your bid by selecting a new bid option in the Bid Simulator.

Use the bid simulator for App campaigns

App campaign Bid Guidance widget can only be used for App campaigns.

1. Sign in to your Google Ads account.

2. Click App campaigns in the campaigns menu at the left.
3. Click Campaigns in the page menu.

4. Locate your campaign and click the Bid Guidance widget icon   within the "Budget" column. Don't see
the icon? Learn why.
1. The widget will appear to the side.
2. The shaded box changes dynamically as you enter new values for target cost-per-install bids or
target cost-per-in-app-action bids.
5. Click Save and continue to apply your new settings. Click Cancel to exit without applying any changes.
View the about Bid Guidance widget for App campaigns article to learn more.

Use the bid simulator for Shopping campaigns

The bid simulator is available for Shopping campaigns to help you estimate how changes to your bid would have
impacted your clicks, cost, impressions, and conversions. Learn more about using the bid simulator with Shopping
campaigns

Use the bid simulator for Hotel campaigns

The Hotel Campaigns Bid Simulator helps you estimate how changes to your bid would have impacted your recent
clicks, cost, impressions, and conversions. Learn more about using the bid simulator with Hotel campaigns.

Use the device bid adjustment simulator

This Device Bid Adjustment Simulator is used to compare the potential impact of setting a mobile, tablet, or desktop
bid adjustment on your weekly Search Network traffic. It allows you to easily change your budget to accommodate
that traffic.

Before you begin

This simulator is only available for Search and Shopping campaigns that have served ads on mobile devices.
Campaigns with shared or limited budgets might not be able to view this bid simulator. The simulator is not available
for campaigns using automated bid strategies (except for enhanced cost-per-click) or for campaign experiments.

Instructions

1. Sign in to your Google Ads account.

2. Click Devices.

3. Click the simulator icon  in the "Bid. adj" column. Don't see this icon? Learn why.

Keep in mind

 This bid simulator takes into account your existing campaign settings, including your existing max. CPC
bids, enhanced cost-per-click bids, location bid adjustments, ad scheduling bid adjustments, and
remarketing bid adjustments.
 The bid simulator does not take into account ad group bid adjustments. If you apply any bid adjustment
changes from the simulator, your ad group bid adjustments will be overwritten.
 Estimates will become more accurate over time as your campaign accumulates data. You can still use the
simulator for newer campaigns.
 You might need to increase your budget if you'd like to achieve the traffic levels shown in the simulator.
  The bid simulator offers clicks, cost, and impressions estimates. The simulator does not provide information
on estimated conversions.

Using the bid simulators for conversion estimates

If you're using conversion tracking, the simulators offer conversion estimates to help you understand the number
of conversions your ads might have received if you had set different bids. On the Search Network, if you've
assigned values to your conversions — or set conversion values — you can review your conversion value estimates
to get an idea of the conversion value you might have received if you had set different bids.

Here's some information to keep in mind:

 Conversion definitions: Conversions rely not only on ad interactions such as clicks, but also on the actions
that customers take on your site. This can also make them more difficult to predict.
 Changes to conversion tracking: Removing or moving the conversion tracking tag could invalidate the
estimates. Don't make any major changes to the conversion tracking code for at least 2 weeks before using
the bid simulators for conversion and conversion value estimates.
 Delayed conversions (Search traffic): Simulators count conversions that might have been recorded during
the simulation period (usually the last 7 days). For example, if a click took place during the simulation period,
but the conversion wasn’t recorded until after the simulation period, then the conversion would not be
counted in the simulator. Keep in mind that conversions could still occur up to 90 days after each interaction
depending on your chosen conversion window.
 Sparse conversion data: There is usually less conversion data than click or impression data when
calculating these estimates, so conversions can be more difficult to estimate. If your account doesn't
typically get a lot of conversions, we may not have enough information to generate an estimate for
conversions. The longer the history and the more conversions you have, the more accurate these estimates
will be.

Learn more about using bid simulators to estimate conversions with Shopping campaigns.

Benefits of using the Campaign Bid Simulator

 You can view bid changes in aggregate and model changes even when keywords or ad groups might not
have enough data for this on their own.
 Bid scaling is available, so you can see what might happen if you increased or decreased all your bids by a
specific percentage (10%, for example).
  Because campaign-level bid changes can increase traffic significantly, we'll tell you whether you need to
increase your budget and, if so, what to change it to.
 You can model what happens if you changed all your bids in the campaign to a fixed value. If you choose to
apply one of these campaign-wide bid changes, your ad group default bids will be changed to this fixed
value, and your keyword-level bids will be erased

39.Niche marketing

Niche marketing is a highly targeted form of advertisement.

With niche marketing, businesses promote their products and services to a small, specific and well-defined audience.
Many organizations adopt this strategy to support an underserved population and reap the rewards of brand loyalty.

To engage in niche marketing, companies must first understand their niche. Markets with the “niche” definition are
subsets of larger markets with their own unique preferences and needs. For instance, the “makeup” sector is broad,
but within that market, there’s also makeup for problem skin, makeup for professional artists and so on.

Defining a niche market

Consumers in a niche market have specific preferences or needs that differ from the broader sector. Brands divide
almost every market into subsections according to things like:

 Geographic location

 Psychographic data (interests, attitudes, and values)

 Demographic base (age, income level, gender, education level)

 Quality level (premium, moderate, high, low)

 Price (high, discount, wholesale)

Niche marketing is often easier than promoting to a wide audience. Niche audiences have very specific needs and
wants. For instance, a company that simply sold handbags would need to appeal to a broad range of tastes and
expectations. However, a business selling handbags for new moms that also work as diaper bags have far more
focus. Niche marketing has also become easier with tools like Facebook ad targeting and social media monitoring.
The benefits of niche marketing

Niche marketing allows companies to understand the specific needs of their audience and speak to them directly.
Since niche marketing is all about making the right connections, many social media channels have improved their
targeting options specifically for niche markets. With niche marketing and a social strategy, companies:

 Develop greater brand loyalty: Fewer people in a niche audience mean more chances to develop intimate,
valuable relationships with clients. Many niche customers will become repeat buyers.
  Compete against fewer brands: The more specialized your business is, the fewer competitors there will be
doing the same thing as you. A niche is part of your USP and a way to differentiate yourself in the
marketplace.
 Better marketing spend: With tools for social media management and refined targeting options, you’ll learn
about your audience quickly. This means it’s easier to ensure you’re using your budget in the right places.

How to market to a niche

Niche marketing allows companies to carve an essential space for themselves in a broader market. Some businesses
even create new niches by discovering and fulfilling customer needs that haven’t been addressed. To engage in
niche marketing, organizations need:

 Thorough research: Marketing to a hyper-focused audience means conducting enough research to

determine whether your business is feasible. Narrow markets must be broad enough to generate profit.
 Industry knowledge: Organizations marketing to niche consumers need to understand both the
characteristics of their niche and the industry as a whole. Attending events helps with this, as does
advanced social media management and marketing techniques.
 Versatility: Brands with a niche marketing strategy must find the best method of promotion to suit their
customers. Some customers may respond better to email marketing, while others engage most with a
combination of Instagram marketing and video.

40.CTR

Clickthrough rate (CTR): Definition

A ratio showing how often people who see your ad or free product listing end up clicking it. Clickthrough rate (CTR)
can be used to gauge how well your keywords and ads, and free listings, are performing.

 CTR is the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷
impressions = CTR. For example, if you had 5 clicks and 100 impressions, then your CTR would be 5%.
 Each of your ads, listings, and keywords have their own CTRs that you can see listed in your account.

 A high CTR is a good indication that users find your ads and listings helpful and relevant. CTR also
contributes to your keyword's expected CTR, which is a component of Ad Rank. Note that a good CTR is
relative to what you're advertising and on which networks.
 You can use CTR to gauge which ads, listings, and keywords are successful for you and which need to be
improved. The more your keywords, ads, and listings relate to each other and to your business, the more
likely a user is to click on your ad or listing after searching on your keyword phrase