Google Flashcards
What is Ad Rank?
Where an ad ranks on Search Engine Results Page
What is Quality Score?
Google’s algorithm to determine relevance
What is a CPC Bid?
Amount you are willing to pay
How does Quality Score get determined?
- Keyword Relevance
- Landing Page
- Historical Click through rate
- Account historical performance
What is the quality score rating system on?
A 1-10
What are the 4 types of bidding strategies?
- Manual CPC
- Enhanced CPC (ECPC)
- Maximize Conversions
- Maximize Conversion Value
What is Manual CPC bidding strategy?
You set your own CPC
What is Enhanced CPC bidding strategy?
A hybrid of manual CPC and smart bidding, you set a max and google adjusts
What is Maximize Conversions bidding strategy?
(the main bidding strategy that we use)
You get the highest volume
There is an option to set a target CPA
What is Maximize Conversion Value bidding strategy?
Automatically sets to generate revenue
Can set a target ROAS within max conversion value
What are the limits to Google Ad Grant?
$2 CPC limit
Daily max budget = $329 or $10,000 per month
Search text ads only
Only to approved domains (donation links are hard)
No single keywords (but certified professionals can use them with quality score above 6)
What are the requirements to keep up compliance for Google ad grant?
Structure: at least 2 ad groups per campaign, 2 ads per ad group, and 2 sitelink extensions on the account level
Quality: no keywords with a quality score below 3, no generic keywords, CTR must be at least 5% overall, no single keywords
Other: must have valid conversion tracking and must respond to annual Ad Grants program survey
What does paid search have that ad grants don’t?
No manual CPC limit
Ads are entered into initial auction
Always show above ad grants
~60% impression share
What does Paid Search Have in common with Ad Grants?
Keyword auction
Auction Structure
Ad Creation
What does Ad Grant have that Paid Search does not?
$2 manual CPC bid limit
Ads are entered into a secondary auction
Will always show below paid ads
~10% impression share
What should be the Paid Ad strategy as opposed to the Ad Grant strategy?
- Get the most conversion using the least amount of $$
- Fewer campaigns
- Refining more than expanding
- High conversions, instant keywords
What does the Paid Ad Strategy have in common with Ad Grant Strategy?
- Quality Score
- Keyword Research
- Audience Targeting
- Bidding Strategies
What does the Ad Grant Strategy have that is different from the Paid Ad?
- Testing ground to expand top funnel traffic
- Bigger builds
- Initially trying to max spend
- Go after tangent, informational keywords
What does Google Account Campaign Organization look like?
Account > Campaign > Ad Group > Keywords + Ads
What is the ideal build structure?
At least 4 campaigns, 6 ad groups per campaign, 5-20 keywords per ad group
What should be the first focus when creating a google ads campaign?
Expansion
When doing expansion for the google ad grant, what should you focus on?
Broad campaigns, ad groups, keywords
Relevant keywords that relate to the mission
Find all pockets of traffic
When doing refinement for a google ad grant, what should you focus on?
- negative keyword research
- match types other than broad match
- audience targeting
- ad schedule
- demographic or device bids
- move users down the funnel
What does a Build in Google Ads include?
Skeleton + Ad Copy
What is the typical cBC campaign build structure?
Branded
Awareness
Donations
Events/Our Work/Etc.
What should be included in a Branded campaign?
Org’s branded keywords (only), for people who already know about the brand
What should be included in an Awareness campaign?
Talks about the type of nonprofit or offers info (blogs / FAQs)
What should be included in a Events/Other campaign?
Goals other than donations
What is the build process like?
- Look through org website + client 1-pager
- Use A/AOP’s recommendation and your own judgment to map out account structure
- Use keyword planner to find keywords + build ad groups + import
- Create 3 expanded text ads per ad group
What are the 4 types of extensions?
Call
Sitelink
Structured Snippet
Callout
What does a Structured Snippet Extension include?
Services/Products
What does a Callout Extension include?
Benefits Description (ex: 24/7)
What are the 3 types of Campaigns you can choose in Ad Grant?
Sales, Leads, or Website Traffic
What are the 2 types of ads available on Google Ads?
Expanded Text and Responsive Search Ads
What are the # of headlines and descriptions available on Responsive Search Ads?
15 headlines, 10 descriptions
What is the process for getting the Google Ad Grant?
- Need a Google for Nonprofits Verified Account (go through 3rd Party Verification, TechSoup)
- Add Us as an Admin
- Fill out Google Ads Grant application
