Module 2: Set up your Search Network campaign (PART 2) Flashcards
- About AdWords campaign types - About Shopping campaigns and Shopping ads - About Dynamic Search Ads - About your account organization - Choose an ad format - About text ads - About mobile ads - Enhance your ad with extensions - About ad customizers - What makes up a Shopping ad - Write successful text ads - About keyword insertion - Understanding landing page experience
What do ad customizers do?
Ad customizers adapt your text ads to what someone is searching for.
What are the benefits of ad customizers?
- Tailored messaging
Ads are hyper-specialized to each search or webpage being viewed. - Scalability
Customizers let a single text ad have hundreds of variations, and show the most relevant variation to each potential customer. - Reporting
The automatic updates that happen when an ad is triggered don’t reset the ad’s performance data.
How do ad customizers work?
- You can include ad customizers anywhere in your text ad except in the final URL field.
- These ads only show on the Search Network.
- You can also provide a default value in the event your ad customizer does not show or the text exceeds the character limit.
How do you implement an ad customizer?
Ad customizers are parameters that go within braces {like this}. The parameter gets replaced by dynamic text when your ad is triggered by a user’s search.
What information is used by the ad customizer?
- Customizers fill in your ad text using ad customizer data that you upload to AdWords in a spreadsheet file.
- Customizers reference the name of the data set, as well as an attribute it includes.
What type of data can be used by the ad customizer?
Customizers work like the keyword insertion feature,
(which uses the {keyword:default text} parameter to put the keyword used for targeting into your ad text.)
Ad customizers can insert any type of text at all.
What makes up a Shopping ad?
Shopping ads include:
- an image,
- title,
- price, and
- your store or business name inside your ads,
With Shopping ads, you do not need to create unique ads for each product you sell.
Where does the information for Shopping ads come from?
The product data in your Merchant Center account.
What are the three different enhancements for Shopping ads?
- “Special offers” with Merchant Promotions
- Product ratings
- Trusted Stores
How does the Merchant Promotions enhancement work?
- With Merchant Promotions, you can use a promotions data feed to distribute your online promotions with your Shopping ads.
- Online promotions show along with Shopping ads as “special offer” links and require no additional cost, though cost-per-click pricing still applies.
How does the Product Ratings enhancement work?
- Product ratings show on Shopping ads with a 5-star rating system and a count of total reviews.
- These star ratings represent aggregated rating and review data for the product, compiled from multiple sources, including merchants, third party aggregators, editorial sites and users.
- A product must have at least 3 reviews in order for product ratings to be eligible to show on Google.com.
How does the Trusted Stores enhancement work?
- The Google Trusted Store badge lets shoppers know that your store ships quickly and provides excellent customer service—giving them the confidence to make a purchase.
- Stores that qualify for the Google Trusted Stores program will display the Google Trusted Store badge on their sites as well as in Google Shopping results and their Shopping ads.
- By hovering over the badge, shoppers will see an expanded report card with performance grades that highlight the merchant’s shipping reliability and customer service performance.
What are some good practices to creating successful text ads?
- Highlight what makes you unique
- Include prices, promotions, and exclusives
- Empower customers to take action
- Include at least one of your keywords
- Match your ad to your landing page
- Appeal to customers on mobile
- Experiment
- Check for common ad text mistakes
What does a keyword insertion do?
Keyword insertion lets you automatically update your ads with the keywords in your ad group that caused your ads to show.
How does a keyword insertion work?
Let’s say you’re advertising a chocolate shop. You could use a keyword insertion code in your ad headline:
Headline: Buy {KeyWord:Chocolate}
AdWords 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.”
