Google Ads Display Certification Flashcards
Name 6 things Google Ads can do:
- Drive sales
- Get leads
- Increase website traffic
- Influence consideration
- Build awareness
- Promote your app
Google Ads were build around what three principles?
- Relevance
- Control
- Results
Google Ad Campaign types:
- Search
- Display
- Video
- Shopping
- App
Specialized Campaign Types
- Local
- Hotel
- Discovery
If you want to increase brand awareness when users are browsing content they’re interested in online you should use a _______ ad campaign
Display
If you want to promote your products, share details about your inventory and boost traffic to your online or physical store you should use a _______ ad campaign
Shopping
If you want to drive action on your site when users are searching for similar products or services you should use a _______ ad campaign
Search
If you want to reach your target audience at scale and bring your business’ story to life you should use a _______ ad campaign
Video
Drive efficiency with ________ campaigns
Smart
Types of customization:
- Device Targeting
- Locations & Language
- Bidding & Budget Settings
- Ad Extensions
Device Targeting
Reach your customers on any device, including desktops, tablets, and smartphones.
Locations & Language Targeting
Your campaign’s ads are eligible to show to customers in particular locations, or to customers who’ve chosen your selected language as their browser’s language setting.
Bidding & Budget Settings
Your bid strategy controls how you pay for users to interact with your ads. Your bid limit is the most that you’ll pay per click for ads in an ad group, and your budget is the average amount that you’re comfortable spending each day on your campaign. The budget that you choose is entirely up to you, and you can adjust it at any time.
Ad Extensions
Include even more information with your ads, such as location details, links to pages on your website, and your phone number
Two types of display campaigns:
- Smart
2. Standard
Type of display campaign that uses full automation
Smart Display
Benefits of Smart Display campaigns
- Simplicity
- Insights
- Scale
Three core automation models of Smart Display campaigns
- Automated bidding
- Automated targeting
- Automated creatives
Automated Bidding
Instead of bidding manually, you specify a Target CPA or Target ROAS you’d like to achieve, and Google will manage the CPC bids on a per-auction basis, based on the likelihood that the auction will generate a conversion
Automated Targeting
Targeting optimizes where the campaign runs, which means ads increasingly show where they’ll get you the most business. Smart Display campaigns drive remarketing and prospecting alike.
Automated Creatives
Ads are automatically generated from the building blocks you provide, like headlines, descriptions, logos, and images. They responsively fit into almost all ad slots across Google Display ads.
Standard Display campaigns offer _____.
Full control over all aspects
Display Targeting
Google Display ads is designed to help you find the right audience. Its targeting options allow you to strategically show your message to users at the right place and the right time.
What 3 main objectives can be leveraged through Google Display Ad campaigns
- Build Awareness
- Influence Consideration
- Drive Action
Build Awareness
When you want to reach a broad audience and maximize your brand exposure, we recommend selecting build awareness as your Display campaign marketing objective.
Influence Consideration
Influence Consideration: When you want to engage with users that are actively researching products or services, we recommend selecting influence consideration as your Display campaign marketing objective.
Drive Action
When you want to re-engage with users that have already shown interest in your brand, we recommend selecting drive action as your Display campaign marketing objective.
3 Characteristics of the “Build Awareness” objective
- Demographic targeting
- Affinity Audiences
- Custom Affinity Audiences
Demographic Targeting
Enables you to show ads to users based on a combination of declared and inferred data. You can target based on age, gender, and parental status.
Example: Women age 25-40
Affinity Audiences
You can reach TV-like audiences based on a holistic picture of their lifestyles, interests, and passions. Choose from over 100 segments based on online behavior. Google’s best-in-class algorithm distinguishes these users that are truly passionate about a topic rather than those that are merely interested. Example: Health & Fitness Buffs
Custom Affinity Audiences
If one of the 100+ off-the-shelf Affinity audiences doesn’t meet your needs, create your own with Custom Affinity audiences. This feature allows you to define and target custom-made audiences, giving you substantive reach against niche groups of users.
Example: Bike riders
3 Characteristics of the “Influence Consideration” objective
- In-Market audiences
- Custom Intent audiences
- Similar audiences
In-Market Audiences
Reach potential customers while they’re actively browsing, researching, or comparing the types of products you sell and are close to a conversion. Connect with those most interested in what you have to offer, using precise segments that classify users based on their demonstrated in-market behavior and purchase intent. In-Market Audiences are a powerful way to drive consideration among people who are actively researching and intending to buy new products or services
Example: Outdoor rec equiptment
Custom Intent Audiences
If you want to create a tailored audience that isn’t covered in one of our In-Market audience segments, Custom Intent is for you! Define and reach people that have the intent to purchase, updated in real-time. Simply enter keywords or URLs that best represent your audience or choose from one of our auto-created audiences.
Example: Customers interested in purchasing kids bikes
Similar Audiences
Finds users that are similar to an original remarketing list or other uploaded compatible list. It finds users that are similar in profile based on their recent browsing and interests around different topics.
Example: “Similar to Cart Abandoners” remarketing list
3 Characteristics of the “Drive Action” objective
- Remarketing
- Standard Remarketing
- Dynamic Remarketing
Remarketing
Lets you show ads to the people who demonstrated their interest in what you offer with their visit to your website or app. It’s how you reconnect with great prospects as they browse the millions of websites and apps available on the network.
Example: Remarketing list of cart abandoners
Standard Remarketing
Show ads to your past visitors as they browse network websites and use network apps. Communicate with people who’ve previously visited key pages on your website across screens, giving you a powerful new way to match the right user with the right message.
Example: Reaching users who have visited website but not purchased & show them a promo code with discount
Dynamic Remarketing
Work to boost your results with dynamic remarketing, which takes remarketing to the next level with ads that include products or services that people viewed on your website. Create dynamically generated display ads with product data pulled from a pre-uploaded feed. You can achieve great performance showing to users products they have seen on your website, with low effort in campaign, ads, and remarketing lists creation.
Example: Reaching users that have viewed bike but didnt purchase & show ad with that exact bike
Automated Bidding Strategies
- Awareness-based bidding
- Consideration-focused bidding
- Conversion-focused bidding
- Revenue-focused bidding
Benefits of Google Ads automated bidding
- Machine Learning
- Time saved
- Auction-time bidding
- Depth of signals used & cross analysis
Awareness-based Bidding
Goal: Visibility
Strategies: Target Impression Share
Use Case: Raising awareness for brand
Target Impression Share
This helps make sure your ads are meeting a specific impression share threshold for a specific location on the search results page: anywhere, top of page, or absolute top of page.
Consideration-focused Bidding
Goal: Clicks
Strategies: Maximize clicks
Use Case: Driving clicks, maximize traffic
Maximize clicks
Set bids to try to get you as many clicks as possible within a target spend amount that you choose
Conversion-focused Bidding
Goal: Conversions
Strategies: Maximize Conversions, Target cost-per-acquisition, Enhanced cost-per-click
Use Case: Maximize conversions
Maximize Conversions
Drive as much conversion volume as possible within your budget. You don’t need to provide a specific cost per click (CPC), cost per acquisition (CPA), or return on ad spend (ROAS) target.
Target cost-per-acquisition (tCPA)
This strategy automatically sets bids to help you increase conversions while reaching your average cost-per-acquisition goal. Maximize amount of conversions, without considering order value - such as lead generation and eCommerce businesses. Note: For a Display campaign using Target CPA, you can choose to pay for conversions billing.
Enhanced cost-per-click (eCPC)
This strategy automatically adjusts your manual bid up or down based on each click’s likelihood to result in a conversion. For Search, this is for advertisers who want to set the core bid manually or through third-party bidding tools, with an added layer of real-time optimization. For Display, this is for advertisers who do not have conversion tracking, use a third-party bidding system, or insist on setting bids manually with an added layer of real-time optimization. It’s also great for lead generation and to drive online sales.
Revenue-focused Bidding
Goal: Revenue
Strategies: Target return on ad spend (Target ROAS)
Use Case: automatically optimize bids to maximize revenue
Target Return on Ad Spend (ROAS)
Automatically sets bids to help get as much conversion value as possible at the target return on ad spend (ROAS) you set
Display Ad Format options
- Efficiency
2. Control
Responsive Display Ads
Responsive Display Ads give you the ability to upload your own assets and create ads that serve in all ad slot sizes, into both native and non-native inventory.
Key Benefits of Responsive Display Ads
On average, we tend to see 50% more conversions at a similar cost-per-acquisition (CPA) when advertisers add Responsive Display Ads to their image ad campaigns.
3 Characteristics of Responsive Display Ads
- Automation
- Reach
- Simplicity
Responsive Display Ads Automation
When you create a Responsive Display Ad by uploading different assets into Google Ads, Google uses a machine learning model to determine the optimal combination of assets for each ad slot based on predictions built from your performance history.
Responsive Display Ads Reach
Multiple assets can be uploaded per asset type, such as headlines, logos, images, and videos. The ads that Google assembles automatically adjust their size, appearance, and format to fit just about any native or non-native ad slot.
Responsive Display Ads Simplicity
By using Responsive Display Ads, you can reduce your overhead for managing ad portfolios within ad groups and campaigns and dedicate more time to performance improvement.
Creative testing
Google does billions of creative A/B tests for your business. Google also leverages multiple machine learning modules (asset selection, color extraction, auto-fitting, and more) to create the right message to the right user across desktop, mobile, and apps.
Uploaded Ads
Offer greater control over the way your ads look and feel. You build your own ads outside of Google Ads
AMPHTML Ads
Accelerated Mobile Pages. AMPHTML ads are 6x faster than regular ads on AMP pages, making them more viewable, more effective, and more likely to perform well.
Google Ads Performance Planner
New forecasting tool that uses machine learning to reveal the possibilities for your Google Ads campaigns. With this tool, you can explore forecasts for your upcoming monthly, quarterly, and annual budgets for current campaigns, while also helping to improve your return on investment.
How does Performance Planner work?
Planner determines the optimal bids and average daily budget allocations across all of your campaigns to help increase the number of conversions you can achieve for any future spend scenario.
Performance Planner Process
- Generate forecast of what your campaigns will achieve
- Using data & insight PP predicts the results if you optimal bids & average daily budgets
- Choose a spend point & PP will improve your ROI by reallocating spending between campaigns
Performance Planner Forecasting Process
- Search ad auctions
- Simulates relevant auctions with level variables
- Machine learning
- Forward & backward measurements across samples
How to use Performance Planner
- Create a budget
- Explore optimizations
- Review & implement changes
- Repeat
How often should you use Performance Planner
Monthly Basis
It is best to create separate plans for each marketing objective.
True or False
True
