Basics | Learn the value of search ads

Question 1

What are search ads?

Answer 1

These usually show above the organic results and provide helpful information that matches the search.

Help businesses stand out within the search results

Question 2

How do you start your first campaign?

Answer 2

Create a campaign

• Search ads
• Select Goal (e.g website traffic).
• Put in URL of website you want to send traffic to.

Campaign settings

• Choose campaign name
• Untick Google search partners (Google’s most profitable) and Google Display Network (only doing search right now)
• Put in language’s customers speak.
• Choose budget/ day (e.g £5)
• Standard or Accelerated
• Set max CPC limit (e.g £1)
• Choose Ad schedule (e.g 6am - 10pm)

Set up Ad groups

• Choose ad group name
• Pick initial set of keywords (these will be broad match for now)
• From now on use template to fill out rest.
• Keywords (planner) etc etc

Question 3

What is a campaign?

What is an ad group?

What are keywords?

Answer 3

A set of ad groups

A collection of keywords and their ads.

Keywords that trigger your ads to appear.

Question 4

What are the 4 types of keywords?

Answer 4

Broad match
+Broad match modifier
“Phrase match”
[Exact match]

Question 5

What are broad match keywords?

Answer 5

Ads may show on searches that include misspellings, synonyms, related searches and other relevant variations. So if your keyword is “women’s hats”, someone searching for “buy ladies hats” might see your ad.

Question 6

What are +broad match modifier keywords?

Answer 6

Similar to broad match, except that the broad match modifier option only shows ads in searches including the words designated with a plus sign (+women’s hats) or close variations of them.

Question 7

What are “phrase match” keywords?

Answer 7

Ads may show on searches that match a phrase, or are close variations of that phrase, with additional words before or after. Ads won’t show, however, if a word is added to the middle of the phrase, or if words in the phrase are reordered in any way. Designated with quotation marks (“women’s hats”).

Question 8

What are [exact match] keywords?

Answer 8

Ads may show on searches that match the exact term or are close variations of that exact term. Close variants include searches for keywords with the same meaning as the exact keywords, regardless of spelling or grammar differences between the query and the keyword. Close variations here may also include a reordering of words if it doesn’t change the meaning, and the addition or removal of function words.

Question 9

How to write great text ads?

Answer 9

• Have keywords within the ad.
• Its best to write 3 ads per ad group- different people respond to different messages = greater likelihood of response.

1. Provide a final URL
2. Headline 1- first thing people see, relate it to ad groups theme and keywords.
3. Headline 2 - separated by a dash (highlight a benefit).
4. Put display paths in.
5. Write a description- why should someone do business with you?

Question 10

How to track your goals?

Answer 10

Conversion tracking (an action you want someone to take).

• Tool icon top right
• Conversions
• Plus button on conversions page
• Put in settings
• Add a global site tag and event snippet

Question 11

How to review your performance?

Answer 11

• Spot trends using the line chart.

Question 12

What is Pure Brand?

What is Brand Generic?

What is Generic?

Answer 12

The keywords which contain your company’s brand name or brand name variations are called pure brand keywords.

Marks and Spencer shoes

Shoes