Explore the value of Google Search

Question 1

What is a campaign?

Answer 1

Campaigns are created around a marketing goal and set up based on the actions that you’d like customers to take. The marketing goal should be the main thing that you want to achieve for your business and can be changed at any time. Search campaign marketing goals can be set to Sales, Leads or Website Traffic. (Display, Video and App campaigns have additional goals to choose from.) For example, if Hiroko wants to increase sign-ups to the shop’s email list, she can create a Leads goal campaign.

Question 2

What is a networks?

Answer 2

The Networks setting indicates where you want your ad to appear, based on the campaign type that you select. For example, with the Google Search Network, your ad can appear on Google Search sites, in addition to search results on Google Play, Google Shopping and Google Maps (including the Maps app). Your ad can also appear on non-Google search sites (like CNN) that partner with Google to show search ads; these are called search partners. You also have the opportunity to expand to the Google Display ads network, where your text ad can be shown on sites that partner with Google to show ads.

Question 3

What is devices?

Answer 3

Campaigns target all types of devices, which include desktop, tablet and mobile. You can also choose to customise ads for different devices.

Question 4

What is locations and languages?

Answer 4

Your campaign’s ads are eligible to be shown to customers located in, or who show interest in, a geographic location. For example, a Parisian bakery owner can reach people located in Paris only, while an online shoe retailer that delivers to Canada and the US can connect with people in both countries. Language targeting allows you to restrict where your ads may appear, based on the user’s language settings and the language of the site.

Question 5

What is bidding and budget?

Answer 5

Your bid strategy controls the manner in which you pay for users to interact with your ads. Once you choose the metric that you’d like to focus on for your campaign, you’ll see different bidding options to help you optimise for it. You can choose to manually set your bids for clicks on your ads or let Google Ads do it for you. Your budget is the average amount that you’re comfortable with spending each day on your campaign. The budget that you choose is entirely up to you, and you can adjust it at any time.

Question 6

How to create text ads (1/3)

Answer 6

Start by creating ad groups. For each ad group, she can create specific text ads and a list of search keywords – the words and phrases that will prompt her ads to be shown. Since it’s best to create ad groups around themes or products, Hiroko’s plan is to create multiple ad groups, one for each of her bike types: kids’ bikes, mountain bikes and road bikes. This level of granularity gives her more control , allowing her to get the right ad message to the right customers.

Question 7

How to create text ads (2/3)

Answer 7

For each ad group, she creates a unique list of keywords. She thinks about the search terms that people may use when researching or looking for bikes, and uses those as her keywords. Building a solid keyword list can help her to match her ads with the right customers. e.g. kid bikes, children’s bike, girl bikes, boy bikes, first bike. With her keyword list in place, she decides on bid amounts – the maximum amount that Your Adventure will pay when a customer clicks on their ad. Hiroko creates a text ad by typing in a headline, URL and description.

Question 8

How to create text ads (3/3)

Answer 8

Finally, she creates a set of text ads for each ad group. She fills in the following options to create one of her text ads: Headline – To catch her customers’ attention, URL – To reach a particular page on the Your Adventure site, Description – To highlight the details of what Your Adventure is offering e.g. Kids’ Bike Sale at Your Adventure | 20% off all kids’ bikes & free delivery
https://www.example.com/kidsbikes
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Question 9

What are 3 more search campaign settings?

Answer 9

Ad extensions, start and end date, ad scheduling

Question 10

What are ad extensions?

Answer 10

Include even more information with your ads, such as location information, links to pages on your website and your phone number. For example, since Your Adventure also has physical shops, Hiroko can add shop locations and phone numbers. She can also add links to specific pages on her site for the different bikes that she sells

Question 11

What are start and end date?

Answer 11

This sets a campaign start and end date. e.g. Let’s say that Hiroko is running a special promotion on mountain bikes during the summer. She wants to have specific ads promoting the sale. The sale only runs for 30 days, so she doesn’t want her ads about the promotion to run outside of those dates.

Question 12

What is ad scheduling?

Answer 12

Allows you to choose certain days or hours of the week for your ads to be shown.
For instance, Hiroko can choose to have her kids’ bikes ads displayed during evening hours or weekends if she knows that customers search more often during those days and times for kids’ bikes.

Question 13

How to control what searches prompt your ads - step 1

Answer 13

Think like your customer
Match your keywords to what your customers may use when looking for your products or services. This is called keyword targeting.

Question 14

How to control what searches prompt your ads - step 2

Answer 14

Think about your business goals
Do you want more people to visit your website or to reach customers who are ready to make a purchase?
There are five match type options for your keywords. They are (from broad to narrow) broad match, modified broad match, phrase match, exact match and negative. There are search terms that you can be sure that your customers are using, and then there are those that aren’t as easy to foresee. Whatever your goal, you can use match types to reach as many customers who may potentially be interested in your business as possible.

Question 15

How to control what searches prompt your ads - step 3

Answer 15

Get Google to do it for you
Have dynamically created text ads and keyword lists developed automatically, based on your website content. This enables your ad to be shown for more search terms than you may have initially included in your list. More on how to use Dynamic Search Ads later. Let’s take a look at the different match types that you can use to control the searches that prompt your ads.

Question 16

What are the 5 match types options for keywords?

Answer 16

Broad match, modified broad match, phrase match, exact match and negative

Question 17

What is broad match?

Answer 17

Broad match shows ads if a keyword (or any variations like misspellings, synonyms or related searches) are included in a user’s search terms (widest possible audience). Broad match is a good fit if you want to spend less time building exhaustive keyword lists. Your keywords will match to a wider variation of search terms, and you’ll reach people who are not necessarily searching for your specific brand or business. It’s like casting a wide net to reach searches related to your keywords.

Question 18

What is broad match modifier?

Answer 18

Adding a + sign in front of a keyword turns it into a broad match modifier. This prompts your ads to appear only if the keyword or its close variations are in any part of the search terms. This is different from broad match, which allows for any variation of the keyword to appear in the search term. Broad match modifiers only allow for close variations. Broad match modifiers allow you to indicate if there are certain concepts related to your keywords that must be present in the searches that you reach.

Question 19

What is phrase match?

Answer 19

Placing quotation marks around the keywords turns them into phrase-match keywords. This prompts your ads to appear only if the keywords within the quotation marks or close variations of them match a user’s search term. This is different from broad match modifier since there cannot be any extra words between the user’s search terms, but similar since extra words can appear before or after the phrase match. Phrase match is a good fit if you’re looking for something that’s more flexible than exact match but more targeted than broad match. It helps you reach more customers while still showing your ads to those who are most likely to be searching for your product or service.

Question 20

What is exact match?

Answer 20

To use exact match, place brackets around the keywords. This way, your ads will only be shown if the search means the same thing as your keyword. It may include close variations of your keyword, like misspellings, plurals and synonyms. This is different from phrase match, as there can’t be any extra words before or after the search terms.
For example, the keyword [men’s bicycles] will be shown when someone searches for men’s bicycles or men’s bikes, but it won’t be shown for men’s bikes for sale. Exact match is a good fit if it’s important to you to match with very specific user searches. Exact match keywords allow you to reach only searches that mean the same thing as your keywords.

Question 21

What is negative keywords?

Answer 21

Adding a minus sign in front of the keyword scooter makes it a negative keyword (-scooter). This means that ads won’t be shown if someone includes that negative keyword in their search.

Question 22

What are dynamic ads?

Answer 22

Dynamic Search Ads can help you increase the reach of your search campaigns. Instead of creating an ad for each page on your site and adding keywords for each of those ads, Dynamic Search Ads uses Google’s understanding of your site to customise and target your ads.

Question 23

How do dynamic ads work?

Answer 23

1. You specify the pages of your website, a daily budget and an ad template.
2. The customer enters their search term in Google Search.
3. If you have content relevant to the search, Google dynamically generates an ad headline and destination URL to the best-matching page on your site.

Question 24

What are all the site targeting options?

Answer 24

Landing pages from standard ad groups, categories, URL contains, URL is and page feeds

Question 25

What are landing pages from standard ad groups?

Answer 25

This is the easiest option, as it includes all web pages that you’re already using as landing pages for your ads across your accounts.

Question 26

What are categories?

Answer 26

Based on your website content, Google creates targetable categories, or sets of landing pages organised by theme. You decide which sets of pages to target, how to group similar pages and the level of granularity. Example: In an online electronics shop, you can target just the ‘digital camera’ category of the shop.

Question 27

What are URL contains?

Answer 27

You can target pages of your site containing specific strings. Example: You want to target all of the blog-related pages of your electronics website based on the URL string that appears when you navigate the site. If all of those URLs follow a similar pattern, like example.com/blog/, you should target every one that contains ‘blog’.

Question 28

What are URL is?

Answer 28

You can target specific URLs. Example: If you want to create a dynamic ad group based on your ‘special offers’ page, you can choose to target just that page.

Question 29

What are page feeds

Answer 29

Generate your ad group’s DSA targeting based on a feed of specific URLs, mapped to custom labels that can be updated automatically. Example: You want to make a campaign for TVs that are on offer. You’ll need to create a feed and label all of the TVs being sold at a discount as ‘ON_SALE’. In your dynamic ad group, choose to target custom labels and enter ‘ON_SALE’ as a custom label. You’ll also be able to add a custom bid for that target.

Question 30

Key benefits for dynamic search ads?

Answer 30

Reach and coverage, efficiency and time savings and transparency and control