Chapter 2 aga

google Ads has a lot in common with many other paid digital advertising
platforms. It uses a pay-per-click (PPC) payment model, meaning you’re
only charged when someone visits your site. You can set flexible budgets
(starting as low as $5), target audiences based on specific behaviors and
demographics, and get fast, measurable feedback on campaign
performance.

But what makes Google Ads uniquely attractive is its ability to reach
consumers in three distinct ways; search ads, display ads, and video
ads. Here, we’ll cover the campaign types you can run within these three
categories.

Need some inspiration first? Check out these 12 Powerful Google Ads
Examples From Ecommerce Brands.

Search ads

Consumers generally use search engines—unlike social media—with a

specific intent in mind: to search for answers, get solutions to their
problems, or find specific products or services. This makes Google a
powerful marketing channel for a variety of businesses.

You can inform how you advertise on Google based on the average
volume of monthly searches for a given query, the estimated cost you
would pay per click, and other data Google makes readily available. You
can run search ads that promote your products and services directly in
the search results of a specific query and even narrow your targeting to
users in a certain geographical area.

Say you’re selling plant-based protein powder. More than 200,000 people
search for “protein powder” on Google every month, but there are far
fewer searches for “vegan protein powder.” Google will let you bid to
advertise your brand on both of these phrases individually, but the more
specific search term likely will convert better because it’s more relevant
to your product.

You can create text ads, which display in search results marked with the
word “Ad” in a small box, or Google Shopping feed ads, which surface
key purchasing information, such as product photos, prices, and ratings—
something that makes them perfect for many ecommerce brands.

Let’s go over the different types of search ads:

1. Branded Google search

 Goal: Capturing searchers actively looking for your brand by name.

 Relevance to audience: High. (They’re searching for you.)
 Estimated cost per click: Low (25¢ to $3).
 Recommended for: All businesses, regardless of size and industry,
will likely make sales when there is search intent for their specific
brand. Prioritize this campaign if resources permit.

Branded keywords contain the exact names of a brand or product. “Apple

phone” or “iPhone,” for example, are branded keywords for Apple.

You might not think to bid on your own brand name, especially if your site
already appears organically at the top of search results, but doing so lets
you promote specific information (using Google’s ad extensions) and set
the exact page where you want people to land. It also protects you from
competitors who might bid on your name or other branded keywords.

CPCs for branded search generally will be lower than for any other search
campaign, since your URL and your ads will be highly relevant to users
who search for you. At the same time, be wary of your ad appearing for
similar but irrelevant keywords.

In the example of Apple advertising iPhones, you would exclude keywords

such as “apple picking” or “apple cider,” or even “how to update my Apple
iPhone” and narrow your targeting using the appropriate keyword match
types and negative keywords.

Since your ceiling for sales from branded search depends on how many
people are actually looking for you, branded search campaigns can
complement brand awareness campaigns. A pop-up shop or a viral
Facebook video, for example, can translate into more searches for your
brand name.

Ease of implementation: This type of campaign can be hard to implement

if you’re not familiar with search engine marketing. Agency or in-house
resources may be required. However, branded search isn’t that labor-
intensive to manage, so make this a priority if you can.

2. Non-branded Google search ads (generic)

 Goal: Generating qualified intent-based traffic, and possibly new

customers, by advertising to people who may buy your products but
aren’t necessarily familiar with your brand.
 Relevance to audience: Low to medium.
 Estimated cost per click: Medium to high ($1 to $20).
 Recommended for: Everyone, but don’t prioritize this method before
some of the more profitable campaigns on this list. For brands
looking at growing top-line revenue and new customer acquisition,
however, generic non-branded search should be a top priority.

Non-branded search campaigns, like the name implies, target keyword

phrases that don’t include your brand or products by name. As such, your
costs are likely going to be higher, since your relevance to users is lower,
especially for more generic keywords (for example, “buy pillow” vs.
“organic goose feather pillow in downtown Toronto”).

The goal of this campaign is driving new visitors and new customers to
your site as efficiently as possible. But these campaigns can also have a
positive return on ad spend (ROAS) for advertisers and a massive amount
of potential scale.

Keep in mind that the true value of a customer is not their initial purchase
but their lifetime of purchases from your brand.

Ease of implementation: As with all search campaign types, this one can
be difficult. These campaigns require a lot of human resources to manage
and test your creative and landing pages, plus a lot of money to drive
results. It’s best to hire help to ensure these campaigns are managed
correctly.

3. Non-branded search (niche)

 Goal: Acquiring new customers from niche audiences that match up

with your niche products.
  Relevance to audience: Medium to high. (The more niche the
audience and the better your product addresses that niche, the
more relevant you will be to your audience.)
 Estimated cost per click: Medium to high ($1 to $20, depending on
the competition and value of customers/orders to other advertisers).
 Recommended for: Brands with a niche product or that are
targeting a niche market within a non-branded product category,
such as “vegan deodorant” or “used NFL game memorabilia.”

Niche non-branded search campaigns tend to involve less competition

than generic non-branded ones. That’s because they’re more specific and,
as a result, make you more relevant to the searcher’s intent if your
products match what they’re looking for.

If your business and products are a fit for niche marketing, then this
campaign type is worth exploring. Niche marketing, even outside of the
context of Google Ads, gives brands a much easier time of getting traffic
and, potentially, a positive ROAS, because it offers a specific audience
that’s easier to identify and focus on.

Niche non-branded search often is lumped together with generic non-

branded search. But, for the reasons given above, it makes sense to
segment this traffic in its own campaign and discuss it separately.

If you sell third-party products, you can also apply this campaign type by
bidding on the specific branded keywords associated with them. When
buying these keywords, you can even use these brand names in your ad
creative as long as you link directly to a landing page that has those
products visible.

Ease of implementation: Similar to other search campaigns, this

campaign type isn’t easy to undertake and will require appropriate
resources to set up and maintain.

4. Competitor search campaign

 Goal: Acquiring new customers who might not know your brand or
product by getting your brand in front of shoppers searching for your
competitors.
 Relevance to audience: Low. (Users are searching for a specific
competitor, not your brand.)
  Estimated cost per click: Medium to high ($1 to $20).
 Recommended for: Merchants already running profitable campaigns
and interested in new customer acquisition. Also, merchants with a
high LTV or who are actively testing different customer acquisition
campaigns.

A competitor search campaign essentially is a branded search campaign

in reverse. Instead of bidding on your own brand’s name and products,
you bid on searches for your competitors’ branded keywords.

Stealing traffic from your largest direct competitors’ keywords sounds

like a smart strategy, but it can also be a relatively expensive one
because, in this case, you, a competing brand, aren’t the most relevant
thing searchers want to see.

Typically, this strategy is employed by brands that can justify the higher
costs of acquiring a new customer who might have a relatively
higher average order value or lifetime value. Otherwise, you may
experience little success with this strategy.

If a brand isn’t buying its own traffic or doesn’t have a lot of brand
loyalty among its customers, and if your product is an equal or better
alternative, this could actually be a very profitable campaign for you.

(Part of the reason we highly recommend buying your own branded terms
is to prevent this type of disruption from a competitor.)

Note: You shouldn't use dynamic keyword insertion in ads when buying
your competitor's branded keywords, nor can you use their name in your
ads if you don't sell their product on the page you drive traffic to.

Ease of implementation: As with all search campaigns, this one is not

easy to do and could be very expensive. You would want resources
dedicated to managing this.

Learn more about how you can drive traffic to your store from Google
with The Ultimate Beginner's Guide to Ecommerce SEO.

5. Google shopping ads (branded)

  Goal: Capturing searchers who are specifically shopping for your
products/product categories using your branded keywords.
 Relevance to audience: High. (They’re searching for you.)
 Estimated cost per click: Low (25¢4 to $3).
 Recommended for: Companies selling physical products that have
already invested in brand awareness and those who feel
comfortable tweaking within Google Ads to set up this type of
campaign.

Google Shopping campaigns generally offer a great user experience for

shoppers: a user searches specifically for a product and is shown images,
prices, and reviews of items Google thinks are relevant. If shoppers click
the ad, they go directly to that product page.

Users who specifically search for your brand are more likely to convert,
so if you’re able to set up branded Shopping as a separate campaign, you
can maximize your traffic from this source and be able to budget more
effectively. Otherwise, Shopping campaigns will include both branded and
non-branded traffic by default.

Without a segmented campaign strategy, there will always be more non-

branded than branded traffic, and the majority of your budget will likely
be spent on non-branded terms that are less likely to convert. That’s why,
if you can (and have the traffic to take advantage of it), it’s worth
separating branded traffic into its own Shopping campaign.

Ease of implementation: Shopping campaigns generally are easier to set

up than search. To create a working product feed Google can pull from,
you either can install the Google & YouTube app or set things up
manually in the Google merchant center. You’ll need to create individual
campaigns for branded and non-branded traffic, apply negative keywords,
and prioritize keywords to exclude your ads from displaying for certain
queries to isolate branded search traffic.

6. Google shopping ads (non-branded)

 Goal: Capturing searchers looking specifically for the types of

products you sell but not necessarily your branded products by
name.
 Relevance to audience: Low to medium. (They’re searching for your
product categories, not necessarily your products.)
  Estimated cost per click: Medium (25¢ to $20).
 Recommended for: Most companies that sell physical products.
However, this type of campaign should not be prioritized over more
profitable campaign types,unless you have specific new customer,
growth, or top-line revenue goals.

You can create a separate campaign for non-branded Google Shopping,

similar to the branded Shopping campaign discussed above.

Non-branded shopping campaigns work similarly to non-branded search

campaigns. If you have the budget, they are something that almost
always makes sense for ecommerce businesses to try. If you don’t have
any branded products, a normal shopping campaign essentially will be a
100% non-branded campaign.

Ease of implementation: Separating out branded and non-branded traffic

requires a bit of set up, but once done you can have separate non-branded
Shopping campaigns and dedicate a specific budget for each.

Learn more:

Shopping Ads on Google: What Every New Seller Ought to Know

7. Google Performance Max

 Goal: Generating profitable orders through Google

Shopping, remarketing, and display placements through machine
learning.
 Relevance to audience: Varies, since it rolls multiple campaign
types into one.
 Estimated cost per click: Low to medium (25¢ to $5).
 Recommended for: Shopify merchants not currently using any
retargeting and/or Google Shopping campaigns who want minimal
involvement in managing them.

Google Performance Max campaigns use machine learning to optimize a

mix of retargeting, display, and Shopping ads on your behalf. This
campaign type chooses which products to advertise, how much to bid,
who to target, and which creative to show.

PLANNING TIP: Using Shopify with Google Shopping? Check out

the Google & YouTube app to learn how you can sync, automate, and
manage your Google ads campaigns directly from Shopify.
Your performance here will depend on how many users search for your
brand, products, product categories, or branded keywords. The amount of
retargeting you can do and the branded traffic you can drive through
Shopping ads also depends on the search volume for your branded
keywords and the size of your retargeting audience (i.e., how many
people have visited your site already).

Ease of implementation: Performance Max represents a very easy way to

get involved with Google advertising, whether with Shopping or
retargeting ads. If you see success, there may be a greater opportunity to
transition to a more segmented manual campaign strategy in the future.

8. Dynamic search ads

 Goal: Generating orders from search keywords automatically

generated by Google.
 Relevance to audience: Low to high, depending on the keywords
Google’s spider makes for your campaigns.
 Estimated cost per click: Low to medium (25¢ to $5).
 Recommended for: Anyone who does not have the expertise to run
a search campaign and wants to get something off the ground to
see how it works, without making a larger investment.

Dynamic search campaigns essentially are campaigns for all the different
types of keywords Google sees on your site: branded keywords, non-
branded category keywords, product-specific keywords, keywords from
your descriptions, and maybe even event keywords from your About page
or blog.

There’s no out-of-the-box segmentation in this campaign so, like other

campaigns that bundle together your traffic, we don’t recommend this as
something to keep forever and scale, but rather as a starting point to
eventually segment manually as you gather performance data.

Ease of implementation: This is a great quick and easy way to get a

search campaign online. However, while it’s easy to implement, there’s a
large possibility dynamic search campaigns will contain irrelevant
keywords that are on your site but that you would never manually buy to
gain traffic.
What is Dynamic search
Dynamic Search Ads (DSAs) are a type of search advertising campaign that allows you to target entire websites or
portions of them without having to create keywords and ads for all the possible matches. They automatically
generate ads with headlines based on the search query and text based on your most relevant landing page. This type of
campaign is ideal for websites with well-written HTML page titles and clearly-written content, as page content is used to
produce headlines for your creatives and decide which queries are good matches for the page.

DSAs work by analyzing your website, identifying keywords relevant to your business, and automatically generating ads
to target them. They can help you reach a wider audience, increase clicks and conversions, and reduce the effort required
to manage your search campaigns. Additionally, DSAs can help you learn valuable insights about how your prospects
search, which can inform your keyword planning and campaign structure.

Some of the benefits of using Dynamic Search Ads include:

 Increased reach and visibility

 Improved ad relevance and targeting
 Reduced effort and time spent on campaign management
 Increased clicks and conversions
 Better understanding of how your prospects search

However, it’s essential to ensure that your website’s content is well-structured and accurate, as this will impact the
effectiveness of your DSAs.

What is product listing

A product listing is a page on an e-commerce website that presents a list of products based on a category,
subcategory, or unique website filters. It is often referred to as a category page or category landing page. The listing
typically displays multiple products in a grid or list format, making it easier for customers to browse and discover
products.

Product listings can be used to promote better product discovery, drive traffic to product detail pages, and ultimately
increase conversions. They are an essential element of the customer journey, as they funnel site visitors to product detail
pages and closer to conversion.

A product listing page typically includes the following features:

 A list of products with images, titles, and prices

 Filtering and sorting options to help customers narrow down their search
 Product descriptions and specifications
 Call-to-action (CTA) buttons to encourage customers to visit product detail pages or make a purchase

Product listings can be used on various e-commerce platforms, including Amazon, where a product listing is the
product page for each item sold on the platform. It includes information such as the product title, images, description,
and price.

Optimizing product listings is crucial for e-commerce businesses, as it can increase traffic, conversion rates, and
ultimately, revenue. This can be achieved by using relevant keywords, high-quality product images, detailed product
descriptions, and strategic filtering and sorting options.

Building your Product Listing Ads

Step 1: Link your Google Merchant Center and AdWords accounts You’ll have to link your Google
AdWords and Google Merchant Center accounts to run your PLAs.

• In your Merchant Center account, click Settings > AdWords.

• Enter your AdWords Customer ID (CID). Your CID appears at the top right of your AdWords account
when you’re signed in.

• Click Add.

To complete this process, you’ll need to also link your AdWords campaign to your Merchant Center
account. You’ll learn how to do this in the following steps

Step 2: Create your Product Listing Ad campaign

1. Sign in to your AdWords account at https://adwords.google.com.

2. Click the Campaigns tab. Then, click +New campaign and select “Search Network only.”

3. Select the button next to “Product listing ads – Ads promoting your product inventory from Google
Merchant Center” button. This button is in the “Campaign Type” section of the page.

4. Scroll to the “Ad extensions” section of the page and select a linked Google Merchant Center account
to associate with your campaign. If there are no available accounts to link, go back to Step 1 and make
sure your Merchant Center account is properly linked to AdWords.

Step 3: Optimize Your Performance With your new PLA campaign,

it’s time to think about whether you’d like to bid differently for specific groups of products. Are some
products more important than others, or eligible for different promotions? These questions can help you
target your campaign for better results.

Setting product targets

Setting different product targets lets you bid differently on groups of products.

To add a product target:

1. Select an Ad Group.

2. Select the Auto Targets tab.

3. Click Add Product Target above the statistics table.

4. Select up to three product attributes and enter their corresponding values.

5. Click Save

Step 4:
Select your bidding strategy Use other keyword-targeted ad groups in your account to guide your bids,
then adjust them based on performance. Bids can influence your ad’s position on the page, so bid higher
for products that are more important to your business. For the “All products” target, set your bid below
your other product target bids. This will help you gain incremental traffic for long-tail products in your
inventory for a lower price, while keeping 100% ad coverage for your products with PLAs.

Step 5:

Tracking your performance The Auto targets tab shows detailed product performance statistics that are
tightly linked to your Google Merchant Center feed data. For valid performance metrics, double check
that your feed attributes match the product targets and filters you’ve set in your AdWords campaign. If
your product targets and filters don’t exactly match the attributes in your Merchant Center account,
your ads may not run for those targets.

Google Merchant Center is a single online dashboard where online businesses manage their
appearance across all Google ecommerce products and make changes to their online listings as needed.

The primary goal of the Google Merchant Center is to allow businesses to upload and maintain product
information, including pictures and pricing, to be displayed in relevant Google Shopping searches. The Google
Merchant Center also integrates into other Google services, such as Google My Business, to allow robust
oversight and control of Google-based marketing and ecommerce.

Google Merchant Center is a digital platform where online retailers upload product data to fuel Google Shopping
Ads (formerly Product Listing Ads). Within the Merchant Center, you provide information about your eCommerce store,
shipping, or taxes. It’s not an online store where you sell products, but rather a listing service that helps shoppers find the
products you sell on your website or in an online marketplace. By adding product data to the Google Merchant Center,
you can attract potential customers who are looking for the products you have.

The primary goal of the Google Merchant Center is to allow businesses to upload and maintain product information,
including pictures and pricing, to be displayed in relevant Google Shopping searches. The Google Merchant Center
also integrates into other Google services, such as Google My Business, to allow robust oversight and control of Google-
based marketing and ecommerce.

You can use your Merchant Center account to manage your product inventory across Google and get personalized
reports and insights on product performance, trends, and competitor benchmarks.

Once a business has successfully navigated the setup process, the Google Merchant Center — along with tied-in
services — brings several benefits.

 **Accurate Google Shopping listings:**Buyers searching Google for products will see the business's
offerings in a catalog-like format, increasing visibility.
 **Google AdWords integration:**Every product in the Google Merchant Center can be tied to specific
AdWords ads quickly and easily. Remarketing techniques can also be deployed to remind visitors of
previously-viewed products.
 **Google Analytics support:**Analytics users can add a Custom Segment specifically for Google Merchant
Center hits, which keeps its stats separate from other hits.
  Online product reviews:Public reviews of products are integrated into their listing, with their star ratings
visible as part of the listings. 4.5- and 5-star products receive preferential placement.
 **Direct website funnels:**Buyers clicking the public listings can be taken directly to its store page on an
ecommerce site.
 **Google Local Search integration:**Listings can include geographical tagging which direct buyers to
nearby local stores.

Creating 1st Search Campaign:

Step 1: Get familiar with Google Ads

Before I launched this first campaign, I had Ladder’s director of marketing, walk me through
Google AdWords.

(It’s going to be a while until we start calling them Google Ads. Old habits die hard!)

He started by briefly explaining some common terms you’ll see often as you set up a
Google campaign.

Like “campaign” and “ad group” — they’re not the same!

Ad group
An ad group contains one or more ads which target a shared set of keywords.
Campaign
A set of one or more ad groups (i.e. ads, keywords, and bids) that share a budget, location
targeting, and other settings.

You also may be tripped up by the “daily budget” and a “bid amount.”

Daily budget
The amount that you set for each ad campaign to specify how much, on average, you’d like
to spend each day. When you’ve reached yourbudget, your ad will stop showing.
Bid amount
The maximum amount of money you’re willing to spend each time someone clicks your ad.

Then, our director walked me through the process of selecting a daily budget, selecting the
right keywords, budding options, and so much more.
If you don’t have someone to walk you through how to set up Google AdWords, I
recommend reading some supplemental beginner’s guides on the ins and outs of AdWords
campaigns. Here are a few that I referenced:

 Step-By-Step Keyword Tactics for Effective Google AdWords Campaigns

 Google AdWords Made Simple: A Step-by-Step Guide

 Watch AdWords video tutorials for beginners – Google Support

Step 2: Create a New AdWords Campaign

Step 2 is creating a brand new Google AdWords campaign. We wanted to create a new
campaign targeting small business.

To get started, open your AdWords account, then click on the blue + Campaignbutton.

When you do, you’ll see a list of Google AdWords campaign types. I want my ads to display
at the top of Google Search Results, so for my campaign, I selected Search.

After that, you’ll be asked to “Select the single goal that would make this campaign
successful to you.”

We’ll choose leads since we want people to sign up for our free growth audit. And we’ll say
we want to reach our goal through website visits.

Next, you’ll enter the name of your AdWords campaign in theCampaign namefield.

Now, choose which networks you want your Google ads to run on. Here you can decide
whether or not you would like your ad to be displayed on sites owned by Google’s search
partners. Search partners are websites in theSearch Networkthat partner with Google to
show ads and will extend the reach of your ads.

While using Google’s Display Network can be a great tactic, we’ll stick to Search Network (a
classic) for this ad. To save money, I decided not to show my ad on search partner sites.

Next, I selected which locations and languages to target. For this my campaign, I decided to
target only the United States. In future campaigns, I plan on also including the United
Kingdom.

Step 3. Setting Your AdWords Budgets and Bids

The next big step is figuring out the budget and bidding strategy for your Google AdWords
campaign.

For my daily budget, I started at $30 per day, because I know if a particular ad performs
well or performs poorly, I can always adjust the budget accordingly. No need to choose
Accelerated Delivery method since we’re going to need some time (but not too much!) to
figure out if the ads are working or not.

Google AdWords bidding can actually get pretty complex.

There are different automated bid strategies that can help you accomplish specific goals. If
you click “Select a bid strategy directly,” you can choose toMaximize clicks, which will set
bids to get you the most amount of clicks within your budget. Or you canTarget CPA (Cost-
per-acquisition), which automatically sets bids to get you the most conversions while
maintaining your target CPA.

If you choose automatic bid strategy, Google automatically sets bids for your AdWords
campaign based on that ad’s likelihood to result in a click or conversion. The great part
about using an automatic bid strategy is that Google will do most of the heavy lifting for you.
However, since you’re not in direct control of the amount your spending, you can easily run
through your budget faster than you thought.

We’ll start with a manual bid strategy.

This allow me to set my own maximum CPC bid amount. After selecting a manual bid
strategy, Google will prompt you to enableEnhanced CPC, where they will automatically
adjust your bids to maximize conversions. For this first Google AdWords campaign, we’ll
skip it.

I’ve selected my bid strategy — how did I come up with an amount to bid?

I started with Google Keyword Planner. Since my target keyword is “small business”, I ran that
keyword through Google Keyword Planner to figure out, on average, how many people
search for that keyword every month, how competitive the keyword is, and a suggested bid.

As you can see, the keyword “small business” has 27,100 monthly searches on average,
low competition–meaning my ad has a better chance of ranking in a higher position–and a
suggested bid of $3.55.
Therefore, in Google AdWords, I set my bid at $3.55 — with the knowledge that I can
always increase my bid later (I eventually bumped it up to $4).

Step 4. Scheduling
The next step is scheduling your campaign. Start by selecting a start date and end date, but
if you want your ad to run indefinitely, selectNoneas the end date–which I did with my
campaign.

However, if you’re planning on running a seasonal AdWords campaign or promoting a

limited-time offer, I recommend setting an end date.

Later down the page, you can determine the exact days and times you would like your ads
to run by creating a custom schedule. For instance, if you want your ad only to run on
Mondays from 12:00 AM to 6:00 PM, create a custom schedule to prevent your ad from
showing on any other date and time.

I recommend using a custom schedule only after you’ve gathered enough performance data
from your campaign to determine the most effective ways to optimize your campaign.

Step 5. Advanced Campaign Settings

When setting up a campaign with Google AdWords for the first time, you can be tempted to
try out all the features Google has to offer. Many of them are things like additional business
information shown at the bottom of your ad, like an address, phone number, store rating, or
more webpage links.

For our Google AdWords campaign, we’re only going to use a couple.

Pay special attention to the Ad rotation option. This is extremely important becauseif you
have multiple ads in an ad group, this will allow you to choose which ads are shown more
often.

Here, you can choose to optimize your best performing ads, meaning they will enter the
auction more often, based on clicks.

So why did I choose to rotate my ads indefinitely? I knew that I wanted to test 3 different
copy variations in this campaign’s ad group and in order to determine the best performing
variation performs better, I want to make sure they are all shown as evenly as possible.
When I determine a winner in about 2 weeks, then I can manually optimize the best
performing ad.

After determining my google ad delivery rotation, I skipped the more advanced features, like
setting up dynamic search ads and campaign URL options and hitSave and Continue.

Step 6. Set up ad groups

The next big step is selecting your target keywords. If you have no idea what keyword you
want to target in your AdWords campaign, stop right here and read this blog post on
performing keyword research before proceeding.

After performing your keyword research, you’ll want to select a handful of keywords to add
to your ad group. Before you do, make sure you’re familiar with match types.

 Broad Match:Broad match will allow your ad to show whenever someone searches
for that phrase, similar phrases, singular or plural forms, misspellings, synonyms,
stemmings (i.e.floorandflooring), related searches, and other relevant variations.
 Phrase Match: A phrase match will display your ad in searches that match a phrase,
or are close variations of that phrase, with additional words before or after–but not in
the middle. To designate a phrase match, use quotation marks around your keyword
(i.e. “small business”).
 Exact Match: An exact match will display your ad in searches that match the exact
term or are close variations of that exact term. To designate an exact match, use
square brackets (i.e. [Small business]).
With these match types, enter 5-20 keywords using these modifiers.

You’ll also see in the screenshot below a box to the right with long-tail keywords. These are
keywords from previous or existing ad groups that I can add to a new ad group. This feature
may not be available when you create a new ad group.

Author’s Note: Not all of the keywords in the screenshot above are currently active in my
campaign.

Step 7. Create ads

Now comes the fun part: creating your Google ads! Remember that your ad group is where
you’ll create one or more ads which target a shared set of keywords.
For my AdWords campaign, I decided to create three text ads. To set them up, you’ll need
to include a final URL to your website or a dedicated landing page (don’t forget your UTM
codes for tracking!).

Next, you’ll need to create up to three headlines for your ad. Each headline cannot be more
than 30 characters (including spaces), and each is separated by a pipe or vertical bar (” | “)
character.

How do you write headlines for a successful AdWords text ad? Here are a few tips:

 Use a Twitter character counter to help you keep track of your character count.
 Follow Upworthy’s Headline Writing Process. Upworthy’s editorial team is required to
write a minimum of 25 headlines before choosing the best one. It can be a time-
consuming process, but this is a great process to follow if you’re having trouble
creating a headline.
Then, you can create a unique URL path. A URL path is part of the display URL in
expanded text ads, typically displayed in green text below the headline and above the
description. You can fill out these fields to give potential customers an idea of where they
will end up on your site once they have clicked your ad, so the text you put in the fields
should describe the product or service described in the ad in more detail.

Finally, you can write two descriptions of 80 characters each. That means your Google
AdWords will only have 160 characters (if you use both) to convince a potential customer
why they should click on your ad and visit your website. This is a perfect place to provide
value, talk about a discount or offer, describe the benefits of your product or service, etc.

In my campaign, I created three text ads targeting people searching for “small business”
that directed potential clients to our homepage. Here’s are my ad variations:

You’re almost done! Once you’ve created your ad, if you have a new AdWords account,
make sure to set up your billing information. You can learn how to do that here.

Once that’s set up, click Finish and create ad and you’re good to go! Note that may take a
few hours for Google to approve your ad and begin running it.

It’s also important to consider the following best practices when

creating your first search campaign:
  Create separate campaigns for the search and display networks to
maximize efficiency.
 Look for negative keywords to avoid wasting money on irrelevant
terms.
 Optimize your campaign for the specific ad placement you’re
targeting.
 Monitor and adjust your campaign regularly to ensure it’s
performing well.

Location targeting in google adword

Location targeting in Google Ads allows you to target specific geographic locations where you want your ads to
appear. This feature is useful for businesses that serve a specific region, city, or country, or for those who want to target
specific locations for their products or services

Here are some benefits of location targeting in Google Ads:

 Increased relevance: Targeting specific locations ensures that your ads are
shown to users who are more likely to be interested in your products or
services.
 Improved ROI: By targeting specific locations, you can increase the likelihood of
converting users who are more likely to make a purchase or take a specific
action.
 Cost-effective: Targeting specific locations can help you avoid wasting budget
on users who are not interested in your products or services.

Here are some ways to target locations in Google Ads:

 Countries: Target specific countries or multiple countries to reach a global audience.

 Areas within a country: Target specific regions, cities, or postal codes within a country to reach a more
targeted audience.
 Radius around a location: Target a specific radius around a location, such as a city or a landmark, to reach
users within that area.
 Location groups: Target specific locations, such as places of interest, business locations, or tiered
demographics.

Bidding strategy explain:

A bidding strategy is a crucial aspect of online advertising, as it determines how much you’re willing to pay for each
ad impression or click. In the context of Google Ads, there are various bidding strategies to choose from, each designed
to help you achieve a specific goal for your business.

Automated Bidding Strategies

Google Ads offers several automated bidding strategies that use machine learning to set bids for you. These strategies are
designed to help you achieve a specific goal, such as:

 Target CPA (Cost Per Acquisition): Set a target cost per conversion, and Google Ads will automatically
adjust bids to try to achieve that goal.
 Target ROAS (Return on Ad Spend): Set a target return on ad spend, and Google Ads will automatically
adjust bids to try to achieve that goal.
 Maximize Conversions: Set a goal to maximize the number of conversions, and Google Ads will
automatically adjust bids to try to achieve that goal.
 Maximize Conversion Value: Set a goal to maximize the value of conversions, and Google Ads will
automatically adjust bids to try to achieve that goal.
 Maximize Clicks: Set a goal to maximize the number of clicks, and Google Ads will automatically adjust bids
to try to achieve that goal.
 Target Impression Share: Set a goal to target a specific impression share, and Google Ads will automatically
adjust bids to try to achieve that goal.

Manual Bidding Strategies

In addition to automated bidding strategies, you can also use manual bidding strategies, such as:

 Cost-per-Click (CPC): Set a fixed bid for each click, and Google Ads will charge you that amount for each
click.
 Cost-per-Thousand Impressions (CPM): Set a fixed bid for every 1,000 impressions, and Google Ads will
charge you that amount for each 1,000 impressions.

CPC :
Cost Per Click, is a metric used to measure the cost of online advertising. It refers to
the amount an advertiser pays each time a user clicks on their ad. This metric is
crucial for online marketers, as it helps them understand the effectiveness of their
advertising campaigns and budget their ad spend accordingly. A click costs no more
than you're willing to pay through a bidding system. For example, you could bid a
maximum of $1 per click on Google Ads. The system runs through algorithms that evaluate
your ads and charges you no more than your bid. However, there are some caveats.

The Google Ads system applies discounts to advertisers with higher ad Quality Scores.
This score is determined by the relevance of the ad and the advertiser's content to the
search terms used. You'll also be dinged in the position of your ad the lower you bid, again
adjusting for the other factors evaluated by the platform.2

The formula to calculate CPC is:

CPC = Total Ad Spend / Total Clicks

 In other words, CPC is the total amount spent on advertising divided by the
number of clicks received. For example, if an advertiser spends $100 on ads and
receives 10 clicks, their CPC would be $10.
The 7 types of bidding strategies:

There are seven different automated bid strategies :

1. Maximize clicks

 Goal: Increase site visits

 Available In: Single campaigns or across multiple campaigns, ad groups, and keywords
 Description: The Maximize Clicks strategy aims to increase the number of visitors to your
site. The strategy automatically sets bids to help you maximize clicks within your set budget.
The strategy is available as a standard strategy in a single campaign or a portfolio bid
strategy across multiple campaigns, ad groups, and keywords.
 Best Used When: You have a solid conversion funnel and you want to send as many visitors
to your website as possible.

2. Target search page location

 Goal: Increase visibility on the first page of a Google search results page or show in one of
the top positions
 Available In: Campaigns
 Description: Target Search Page Location automatically sets bids to help increase the
chance that your ads appear on the first page of a Google search or in one of the top ad
positions. It is only available as a portfolio bid strategy on the Search Network .
 Best Used When: You want to rank as one of the top positions in a Google search.

3. Target outranking share

 Goal: Increase visibility over other websites

 Available In: Campaigns
 Description: With Target Outranking Share, you can choose another advertiser’s domain
that you want to outrank in ad position and how often you’d like to outrank it. Google will
then automatically set your search bids to help meet that objective. Target Outranking Share
is only available as a portfolio bid strategy.
 Best Used When: You want to outrank a specific competitor in your industry.

4. Target cost-per-acquisition (CPA)

 Goal: Get more conversions with your target CPA
 Available In: Campaigns and ad groups
 Description: Target CPA allows for more control over your automated bidding. With the
strategy, Google automatically sets Search or Display bids to help you receive as many
conversions as possible at your set target cost-per-acquisition (CPA). Some conversions may
cost more or less than your target.
 Best Used When: You’ve established a CPA that you know you can spend to acquire a
customer while still maintaining a profit.

5. Enhanced cost-per-click (ECPC)

 Goal: Increase conversions while staying in control of your keyword bids

 Available In: Campaigns, ad groups, keywords
 Description: With ECPC, Google automatically adjusts your manual bids to help you
generate more conversions while trying to achieve the same cost-per-conversion. ECPC is
available as an optional feature when using Manual CPC bidding or as a portfolio bid
strategy.
 Best Used When: You are using a manual bidding strategy but still want to take advantage
of automated bidding.

6. Target return on ad spend (ROAS)

 Goal: Meet a target return on ad spend (ROAS) when you value each conversion differently
 Available In: Campaigns, ad groups, keywords
 Description: Target ROAS automatically sets your bids to help you receive as much
conversion value as possible at your set ROAS (the average value you receive in turn for
every dollar you spend on ads). Some conversions may have a higher or lower return than
your target. Target ROAS is available as a portfolio bid strategy and a standard strategy for
individual campaigns.
 Best Used When: You want to focus efforts on driving the highest value of conversions
versus trying to receive the highest number of conversions.

7. Maximize conversions

 Goal: Receive more conversions while spending your budget

 Available In: Campaigns
 Description: This strategy automatically sets bids to help you receive the most conversions
for your campaigns while spending your entire budget. With this strategy, Google optimizes
for a higher volume of conversions. Maximize Conversions is available as a standard strategy
for individual campaigns, but not as a portfolio bid strategy.
 Best Used When: You have a large budget and want to automate your ads to drive more
conversions.

Advanced Level Bid Strategies

Advanced level bid strategies in Google Ads involve leveraging machine learning
algorithms to optimize your bidding for specific goals, such as conversions, return on ad
spend (ROAS), or cost per acquisition (CPA). These strategies are designed to
maximize performance while minimizing waste and improving overall campaign
efficiency.

Target CPA (tCPA): This strategy uses machine learning to automatically set bids for
each auction, aiming to maximize the number of conversions at or below the target
cost per action (CPA) you set.

Maximize Conversions: This strategy focuses on maximizing the number of conversions

while considering your target CPA. It’s ideal for campaigns with a high conversion
value.

Maximize Conversion Value: This strategy prioritizes maximizing the total value of
conversions, rather than just the number of conversions. It’s suitable for campaigns
with high-value conversions.

Smart Bidding: This strategy uses machine learning to automatically adjust bids based
on your target CPA, maximizing conversions while staying within your budget. It’s ideal
for campaigns with a high conversion value.

Automated Bidding: This strategy allows you to set a target CPA or ROAS, and Google
Ads will automatically adjust bids to achieve that goal. It’s suitable for campaigns with
a high conversion value.

Manual Bidding: This strategy gives you control over bids at the keyword level,
allowing you to set bids manually or use bid adjustments. It’s ideal for campaigns with
a small number of keywords or specific bidding goals.

When choosing an advanced level bid strategy, consider your campaign goals,
conversion value, and budget constraints. It’s essential to trust in Google’s machine
learning algorithms and allow them to optimize your bidding for maximum performance.

Flexible bid strategy:c

Flexible bid strategies in Google Ads allow you to automatically adjust your bids to optimize for specific goals, such
as maximizing clicks, conversions, or return on ad spend (ROAS). These strategies use machine learning to
dynamically set your bids, taking into account factors like ad position, competitor bids, and expected conversion rates.

Here are some benefits of using flexible bid strategies:

  Simplified bidding: Flexible bid strategies can simplify your bidding process by
automatically adjusting your bids based on your goals.
 Improved performance: By optimizing for specific goals, flexible bid strategies
can help improve your campaign performance and increase your return on ad
spend.
 Increased efficiency: Flexible bid strategies can help you make the most of your
budget by automatically adjusting your bids to optimize for your goals.
 Reduced manual intervention: With flexible bid strategies, you can reduce the
need for manual bidding and focus on other aspects of your marketing strategy.

Here are some common flexible bid strategies:

 Maximize clicks: Sets bids to help get as many clicks as possible within your budget.
 Target impression share: Sets bids to help show your ad on the absolute top of the page, on the top of the
page, or anywhere on the page of Google search results.
 Target CPA: Sets bids to help get as many conversions as possible at the target cost-per-action (CPA) you set.
 Target ROAS: Sets bids to help get as much conversion value as possible at the target return on ad spend
(ROAS) you set.
 Maximize conversions: Sets bids to help you get as many conversions as possible while spending your budget.
 Maximize conversion value: Sets bids to help you get the most conversion value for your campaign while
spending your budget.

Flexible bid strategies can be applied to campaigns, ad groups, or keywords, and can be used in combination with
other bidding strategies. They are a powerful tool for optimizing your Google Ads campaigns and achieving your
marketing goals.

Understanding Ad extensions:
Ad extensions are additional pieces of information that can be added to your Google Ads to enhance the visibility
and relevance of your ads. They can take up more space on the search engine results page (SERP) and provide users
with more information about your business, products, or services. Ad extensions can include site links, product prices,
phone numbers, and more.

Think of ad extensions as a means to visually improve your text ads in desktop and mobile searches. Using ad
extensions, you can maximize your budget and help get more clicks and therefore improve the click-through rate of your
ads. More clicks mean more traffic to your website.

Ad extensions are not clickable, but they do increase the visibility of your ads and make them more attractive to users.
The reason Google sets up the reporting this way is because people don’t actually click on extensions as much as you’d
think (and, some aren’t clickable at all) – so instead, Google is showing you how the ad performed as a whole when the
Ad Extension was shown.

Google allows the insertion of additional text beside a standard AdWords pay-per-click ad. This text,
called “ad extensions,” can communicate more information about your product, service, and business
than the ad would otherwise permit.
Think of ad extensions as a means to visually improve your text ads in desktop and mobile searches.
Using ad extensions you are able to maximize your budget and help get more clicks and therefore
improve the click-through rate of your ads. More clicks means more traffic to your website.
If you are using ad extensions, your ad will likely show on the left side, above the the organic listings,
rather than in the right sidebar where there isn’t room.

Additionally, if there are two competing ads with the same bid, quality score, and keyword, the ad using
extensions will generally appear in a higher position.

There are various types of ad extensions available, including:

 Site links: Additional links to specific pages on your website

 Sitelinks: Links to specific pages on your website
 Callouts: Additional text that highlights your business’s unique selling points
 Call extensions: A phone number that users can click to call your business
 Message extensions: A messaging feature that allows users to send a message to your business
 Price extensions: Display prices for specific products or services
 Review extensions: Display customer reviews and ratings for your business
 Callout extensions: Additional text that highlights your business’s unique selling points

By using ad extensions, you can increase the visibility of your ads, drive more traffic to your website, and ultimately,
drive more conversions and sales.

1. Sitelink extensions

Sitelink extensions add additional links under the main text ad in search. These links direct users to other
pages on your site you want them to visit.

In the example above, users can click on the main branded link in the header or visit Pricing &
Packages or Success Stories directly. These links make users take fewer steps to get what they’re
searching for, decreasing friction and bounce rate and encouraging conversions.

Sometimes, sitelinks drop the descriptions and just show the link headlines:

When you add sitelinks as an extension, follow these best practices:

 More is more: Sitelinks won’t show unless you have enough content on your site for two. You
should set up 8-10 active sitelinks in each campaign.
 Link-page match: Your sitelink title should describe the page content. No ambiguous titles. And
don’t send people to your home-page and title the sitelink “Services.”
 Best performers: Link directly to pages that convert or perform well.
  Your site only: Extensions should go to your website; don’t try to sneak another domain into
your ad.

Great pages for sitelinks include contact us pages, testimonial pages, and pricing/offers pages. For
eCommerce sites, you have many more options for sending customers to category pages or specifics
pages.

2. Callout extension

Nope, not “throw her under the bus” call out — “shout it from the rooftops” call out.

In other words, callout extensions are 25-character snips of text describing the most exciting and valuable
qualities of your business, products, or services.

So if you have free in-store pick up, free shipping, or pride yourself on your ethically sourced materials,
callout extensions are for you.

Remember to follow these callout extension best practices:

 Short and sweet: You only have 25 characters — make it count! And use 6 per campaign.
 Use fragments: Google made these intentionally short, so it should be scannable. “Comfortable
treatment” rather than “We provide comfortable treatment.”
 Broad appeal: All callout extensions need to apply to the entire offering you advertise for.
 Numbers and specifics: “Locations Nearby” is shorter but not as concrete or compelling as “3
convenient locations.”

For more information on callout extensions, check out our in-depth guide.

3. Structured snippet extension

If callout extensions highlight your business’s best big-picture elements, structured snippets zoom in on
specific sneak-peaks you want users to know about an offered product or range of products and services.
The main benefit of structured snippets is more qualified leads. Why? Because when people already know
about specific information on what you want to give them, they’re primed to convert once they click and
land on your site.

Use structured snippets to communicate specific amenities, types or categories, and destinations or
locations. Additionally, follow these best practices:

 Prioritize value: only include information that truly attracts or helps new customers. Use at least
2, ideally 4, structured snippets per headline.
 Header-Snippet match: don’t just copy-paste a list of general snippets every time. Match the
amenity, type of product or service, or location to the headline you are advertising with.

How to save ad text with structured snippets

Instead of using ad text space to list details about what you offer, like “chiropractic services, massage
therapy, spinal decompression, injury services,” compile that list into a service catalog and apply it to all
your ads. Google lets you apply up to ten types of one category:

We’ve compiled this cheat sheet below for each header type, the extension name and description, good
examples, and bad examples.
4. Call extension

The call extension is a lifesaver for businesses that want calls from customers. You can put your phone
number directly in the ad, so the friction between a lead and your business is basically zero.

A call extension works well for this Attorney’s office, which generates leads from free consultation calls.

On mobile, call extensions allow users to call you directly with a single click.

This option makes it more convenient for people to reach you and usually generates more qualified leads.

And if you’re not available 24/7 to take calls? No worries. Call extensions allow you to specify your
availability schedule down to the hour. They won’t show up outside of those times.

Just remember to:

 Enable phone call conversations reporting so you can measure performance.

  Provide a great experience on your end. If customers call you and get a lackluster response from
the front desk (this includes waiting to return their call for more than an hour), that’s on you! The
success of all calls — but especially ones you pay for — will depend on how well you train your
staff. You got this!

If you’re looking for more detail in your phone tracking, we recommend CallRail or Invoca as great tools.

5. Lead form extension

We were all sad when Google retired Message extensions from Google Ads at the start of 2020, but we’re
hoping lead form extensions will perform just as well.

Lead form extensions are the newest form of Google Ad extensions and are still in Beta. Like the old
message extensions, lead form extensions allow users on the SERPs to contact your business in just a few
clicks, directly on your ad.

That’s right. A potential customer doesn’t even have to navigate to your site. They’re able to submit
information from a customized form directly on your ad, and you can contact that lead as soon as
possible. Currently, you can get information like:

 Name
 Email
 Phone Number
 City
 ZIP or Postal Code
 State / Province
 Country
 Company Name
 Job title
 Work email
 Work phone number

That’s a lot of valuable information, and lead gen companies everywhere should hop on the Lead Form
extension train whenever possible.

6. Location extension

A location extension is a must-have for any brick-and-mortar that requires the customer to come to you.

If you get lost as much as I do, you’ve probably needed this extension type before. It drops a business
address, phone number, and map with the ad text. On mobile, you get a link that opens up a maps app.
Obviously, location extensions are not for online-only businesses. However, if you do operate out of a
brick-and-mortar location(s), this extension type can increase the likelihood that users will find, visit you,
and make in-person purchases.

When you use location extensions, make sure you:

 Keep contact information and addresses up-to-date.

 Use bid modifiers for users near your business’s location. Competitive bids for users already in
the area increase the odds that your ad is served, and location extension is seen.

Note: be aware that you might not benefit from a location extension if you offer a service where you
travel to the customer’s location. It might hurt performance, as people will assume they have to visit you
to get your service.

Keep an eye on how your conversions perform before and after adding a location extension.

7. Affiliate location extension

An affiliate refers to an individual or other organization officially connected to another. In this case, you
use affiliate location extensions to direct users to other locations that are authorized to sell your product.

Let’s say you want to sell a line of essential oils facemasks through your website. However, you also sell
your product with a retail partner — like Sephora. You want users to know that they can buy your product
through that location. You’d then link the stores that your product is available at as an ad extension.

This will allow the customer to make an online purchase or visit that Sephora location to purchase. The
biggest advantage here is that you’re giving customers options — to buy online from you or in-store near
them.

Affiliate location extensions are best for manufacturers.

8. Price extension
Has a mechanic shop ever tried to rip you off on an oil change price? They tried with me — and failed
because I saw a price extension ahead of time.

The primary value of price extensions is not to prevent your employees from deceiving customers but
setting clear expectations. They inform users about pricing up front, and an informed user means that
when they decide to reach out or show up to your store or website, they’re more ready to book an
appointment or buy from you.

Again, pricing transparency increases trust and prepares users who click on your ad for the content on
your landing page. They’ll have a higher conversion or purchase intent.

Use price extensions if you:

 Have variable pricing or tiered services

 Multiple service packages
 Lots of SKUs or options

Like structured snippet extensions, Google gives you a range of options to choose from for the type of
product or service you’re selling.
And if your price isn’t exact, no worries. You can add price qualifiers to the extensions:

In the original bike example, we can see that they’re using the “from” price qualifier to advertise their
lowest-priced bikes.

When you organize your account, add these ad extensions at the campaign or ad group level to make them
as granular as possible.

9. App extension

If you offer a mobile app, pop this Google ad extension on here.

I mean, manually opening and searching an application on your phone is a pain. App extensions make
your app more visible and make it easy for interested users to download directly from the text ad.
One other great thing about app extensions is that it’s the only way to track app downloads based on your
keywords.

When you use an app extension, make sure you do these three things:

 Link your headline text to your website and the app extension to the app store.
 Add app extensions with branded and generic keywords.
 Include more keywords than just the ones trying to get app downloads.

10. Promotion extension

One of the more frustrating things as a company is to have a promotion, list it everywhere you can think
of and have no one use your code or apply for the promotion.

Sure, you just got some full-priced sales, but who knows how many people didn’t purchase because they
didn’t see your promotion?

This company won’t have that problem:

Against all the other competitors on the page, they were the only ones with a promotion extension, and
60% off sounds pretty good.

Promotion extensions also display your deals in an eye-catching way on mobile:

Google is pretty flexible with how you run this extension. Choose to show the extensions on specific
dates, days, or hours, or pick pre-populated event tags, like back-to-school or Black Friday. They’re easy
to toggle on and off, and you won’t have to make a new ad to do so.
11. BONUS: Automated ad extensions

These extensions aren’t on the list of ad extensions you can enable manually. Google runs three types of
automated extensions when it thinks the extension will help your ad perform better (how nice!)

Automated ad extensions include:

 Dynamic extensions
 Seller ratings

If you want to check on the performance of your automated ad extensions, click on Extensions in
the Overview tab and navigate to the All dropdown:

There, Google will show you the automated extensions it’s running for you, and you can see the stats for
each one.

If you’d like to opt-out of the automated ad extensions, you can do so by going to More > Advanced
Options and turning them off there.

Considering that ad extensions don’t cost anything extra and Google is hand-picking these for you, it’s a
good idea to keep them on. Ad Extensions do help performance.

Let’s take a look at each type of automated extension:

Dynamic extensions
There are three types of dynamic extensions: dynamic sitelinks, dynamic structured snippets, and
dynamic callout extensions.

Honestly, the most significant difference between these three types of extensions and their manual twin is
that Google generates the information automatically.

For dynamic structured snippets and callout extensions, Google will populate the extensions using data
from your website and internal sources, and existing content (like landing pages) on your site,
respectively.

Seller ratings
Also known as stars extensions, seller ratings are the second type of automated ad extensions. They
connect to various Google-approved rating systems and use data there to generate a seller rating score and
5-star rating icon.
Creating ad groups
Creating ad groups is a crucial step in setting up a successful pay-per-click (PPC) campaign. Here’s a step-by-step guide
to help you create effective ad groups:

Why Create Ad Groups?

Ad groups allow you to organize your ads and keywords around specific themes, products, or services. This helps you
target specific audiences, increase relevance, and improve ad performance.

How to Create Ad Groups

1. Define Your Objectives: Determine the goals of your ad campaign. Are you looking to drive conversions,
increase brand awareness, or generate leads?
2. Identify Your Target Audience: Who is your target audience? What are their interests, behaviors, and
demographics?
3. Brainstorm Keywords: Think of relevant keywords and phrases that your target audience might use to search
for your products or services.
4. Create Ad Groups: Organize your keywords into ad groups based on themes, products, or services. Each ad
group should have a clear and concise name.
5. Write Compelling Ad Copy: Craft ad copy that resonates with your target audience and highlights the benefits
of your products or services.
6. Set Bids and Budgets: Set bids and budgets for each ad group based on your objectives and target audience.
7. Monitor and Optimize: Monitor ad group performance and optimize ad copy, bids, and budgets regularly to
improve results.

-Creating Ads in google adword explanation by step

To create ads in Google Ads, follow these steps:

 Step 1: Sign up for a Google Ads account: Go to the Google Ads website and sign up with your Google
account. You can use your existing Google account or create a new one.
 Step 2: Set your budget: Determine how much you want to spend on your ads. You can set a daily or total
budget, and you can also set a budget for specific campaigns or ad groups.
 Step 3: Select your target audience: Choose the people you want to target with your ads. You can target
specific demographics, interests, and behaviors.
 Step 4: Choose a network: Decide where you want your ads to appear. You can choose to show your ads on
Google search results, Google Display Network, or YouTube.
 Step 5: Choose your keywords: Select the keywords you want your ads to appear for. You can use specific
keywords, phrases, or match types.
 Step 6: Set your bid: Determine how much you’re willing to pay for each click or conversion. You can set a
maximum bid or use automated bidding.
 Step 7: Write your ad: Create your ad copy, including the headline, description, and display URL. Make sure
your ad is relevant to your target audience and includes a clear call-to-action.
 Step 8: Create your ad: Once you’ve written your ad, create it by selecting the ad format, ad group, and
campaign. You can also add images, videos, or other creative assets.
 Step 9: Launch your campaign: Review your campaign settings and launch your ad. You can monitor your
ad’s performance and make adjustments as needed.
Advertising Metrics
Whether you’re running paid ads on Google and Facebook or creating email post-click landing
page campaigns, without collecting and analyzing advertising metrics, you’re essentially running
your campaigns with blinders on. Ad metrics are crucial for assessing the performance of
advertising campaigns and making informed decisions to optimize them. There are
various types of ad metrics, including performance metrics, delivery metrics, and
engagement metrics

Advertising metrics help ascertain your marketing campaigns’ progress, what’s working well,
and what needs to change. This post will highlight the key advertising metrics you should be
tracking when running campaigns on Google, YouTube, and Facebook.

Google advertising metrics

Regardless if you’re running paid advertising campaigns in Google Ads or simply tracking
website traffic metrics in Google Analytics – the search engine giant provides you with a long
list of digital advertising metrics that help you keep a close eye on your advertising ROI.

1. Total site traffic

Total site traffic is the measure of unique visitors that arrive at your website (or post-click
landing page) and is an accumulation of seven traffic sources:
 Referral: Visitors who find your website by clicking a link through another website instead
of a search engine or any other source listed here.
 Social: Visitors who come from social networks such as Facebook, LinkedIn, or Twitter.
 Organic: Visitors who come from search engine queries who click on a result that doesn’t
include “ad” next to it.
 Paid search: People who visit from search ads at the top or bottom of engine searches
(highlighted with “ad”).
 Email: Visitors who arrive on your site from an email message.
 Other: These visitors don’t fit into any other traffic source and are tagged as “Other” via a
URL parameter.
 Direct: The traffic includes users who come from a source or referrer that is unknown, like a
bookmark saved in the user’s browser.

2. Bounce rate

Bounce rate measures the percentage of users who land on your website, perform no action on
the page and leave. Google calculates bounce rate as single-page sessions divided by all sessions,
or the percentage of all sessions on your site in which users only viewed a single page and
triggered only a single request to the analytics server.

A high bounce usually indicates:

 The quality of the page is low, so there’s nothing on the page that users want to engage with.
 The audience coming on the page doesn’t match the purpose of the page.
You can learn how to reduce bounce rate here .

3. Page value

Page value is the average value for a page that a user visited before landing on the goal page (the
page where the user performs a specific action) or completing an ecommerce transaction. The
value gives you an idea of which website page has contributed more to your website’s revenue.

4. Impressions

This metric is the number of times ads have appeared in paid search ads to people and/or the total
amount that your display ad was shown on a third-party site. Impressions can help you calculate
brand awareness . However, impressions does not indicate that a user saw your ad, it just means
that your ad was displayed.

5. CPM (cost-per-thousand impressions)

CPM is the bid you pay per one thousand views (impressions) when running ads on the Google
Display Network. Selecting viewable CPM bidding ensures that you only pay when your ads are
seen.

6. Clicks

Clicks help you measure any specific action that users take on your ad or web page and help you
understand how well your audience is responding to your marketing message. You can use click
triggers to fire tags based on click events in Google Tag Manager. This helps you see when a
page element is clicked on a page that matches the trigger conditions.

7. CPC (cost-per-click)

CPC is the amount you pay every time a user clicks your Google ad. Your maximum CPC is the
maximum amount you’re charged for a click.
CONVERT MORE CLICKS WITH INSTAPAGE ➔
8. Conversions

A conversion is a completed activity and conversions can be either macro or micro. A macro
conversion is a completed purchase transaction, while a micro conversion is a
completed activity, such as email signup, an action that indicates that the user is progressing
toward the macro conversion.

You can calculate conversions after you have specified a specific campaign goal, such as ebook
downloads or free trial signups. For post-click landing pages, a conversion is a form submission
for a content asset like a white paper or ebook but can also include free consultations, product
demos, new accounts, etc.

9. CPC (cost-per-conversion)

After you begin tracking conversions, you can derive the cost per conversion by dividing the
total cost of the campaign by the total number of conversions for a given date range.

The formula is as simple as that:

10. Average cost-per-acquisition (CPA)

Average cost-per-acquisition is the amount you’ve been charged for a conversion from your ad.
The value is calculated by dividing the total cost of conversions by the total number of
conversions:

For example, if your ad receives 2 conversions and one costs $2 and the other $4, your average
CPA will be calculated as $3.

Understanding your average CPA helps you gather important data so you can better allocate your
ad spend across multiple campaigns.

11. LTV (lifetime value)

The Lifetime value report helps you understand how valuable different users are to your business
based on their lifetime performance. For instance, you can see the LTV for users who have come
through the email or paid search channels. You can then decide the budget allocation for
different marketing resources.

LTV is calculated using this formula:

Google lets you see the following metrics for the LTV report:
 Appviews Per User (LTV)
 Goal Completions Per User (LTV)
 Pageviews Per User (LTV)
 Revenue Per User (LTV)
 Session Duration Per User (LTV)
 Sessions Per User (LTV)
 Transactions Per User (LTV)
CONVERT MORE CLICKS WITH INSTAPAGE ➔

12. Conversion rates by channel

The conversion rates by channel metric helps you understand which channel is bringing the bulk
of your traffic, whether that’s organic, paid, or social media. The more accurate you can be with
this metric, the more you can reallocate ad spend accordingly to each respective channel.

13. ROAS (return on advertising spend)

ROAS helps you understand the return on ad spend from specific ad campaigns, instead of the
whole marketing picture which is what Return on Investment (ROI) does.
This is how you calculate ROAS:

Display URL define

 A Display URL is the website address that appears with an ad. It is usually found at the end of an ad and
may be simplified if the URL is too long. The Display URL makes it easier to read and understand for the user.
In the context of Google Ads, the Display URL is the address that appears in green, which clarifies to the user
the destination they will reach when clicking on the ad.

 The Display URL does not have to correspond to the final or destination URL, but it’s recommended to have
the greatest possible relevance to avoid confusion.
  A display URL lets visitors know where they will be going when they click on your ad. Google, for
example, requires that the display URL be similar to the destination URL, but they do not have to
be identical. It is simply to help users anticipate where they will be going.

 Display URLs give people an idea of where they'll arrive after they click an ad.
The landing page that you define with a final URL tends to be more specific.
For example, if your display URL is www.example.com, your final URL might
be example.com/sweaters.

Destination URL define:

A Destination URL is the webpage URL that a user is taken to after clicking on an ad or link. It is the final destination
of a link and is the page that a user will land on after clicking on a link from another web page, document, or application.
The Destination URL can be a direct link to a specific web page, such as an individual product or service, or it can be a
page that displays various elements, such as the results of a search.

In the context of Google Ads, the Destination URL is the webpage URL that a user is taken to after clicking on an ad. It
is different from the display URL, which is the webpage address that appears in the ad. The Destination URL must be on
the same domain as the display URL, but it can be a different URL.

In Google Analytics, the Destination URL is used to track the final URL that a user lands on after clicking on a link. It is
used to measure the effectiveness of marketing campaigns and to track the behavior of users on a website.

A destination URL in Google Ads is the web address that a user will be taken to after clicking on an ad.
When creating an ad, you must specify the destination URL to which users will be sent. It must lead to a
page related to the ad content and must be properly optimized for mobile devices. For example, if
your ad promotes an e-commerce site, it should be the home page of the website where customers can
shop. Using one with the right format will help ensure that your ads are effective and drive more traffic
to your website or landing page.