Types of Google Ads to create in Google Adwords:
Types of Google Adwords
AdWords is an online advertising tool that helps businesses connect with their customers. AdWords shows you how many people see your ads, what % of them click to visit your website, how many clicks to call you, and actual sales your website is generating as a direct result of your ads. Try tweaking your ads, try new keywords, or pause your campaign and restart it whenever you’d like. The Google Network = Search and Display. Adwords can appear on Google sites, partner sites, and mobile phone apps.
- Text Ads – Search Ad that includes a descriptive headline, website URL, and descriptive text like a call-to-action. Show: Search Network, Google Display Network.
◦ Headline – People are most likely to notice your headline text. Include one of your keywords in the headline to make the ad even more relevant to the customer’s search.
◦ Display URL – shows your website address. It gives people an idea of where they’ll go when they click your ad.
◦ Description – Use the description to highlight details about your product or service. On mobile, AdWords optimizes your ad to show the highest performing text. Write successful text ads by adhering to AdWords policies.
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Ads with extensions – Provide additional information to your text with your business’s address or phone number; Show: Search Network, Google Display Network. They boost an ad’s visibility, which can lead to better click-through rates. site links, call, and location extensions to enhance its ads. The more information they include in the ad, the more reason they give a consumer to click.
◦ Sitelinks: Customer access to multiple pages of your website.
◦ Call extensions: Call button for customers
◦ Seller ratings: Showcase customers’ reviews and ratings of their experience with your business.
◦ App extensions: Ad text sends people to the app store or starts downloading your app. Create a campaign specifically for mobile app installs where users can download your app right from the ad. Enhance your ad with extensions
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Shopping ads – Contain product, image, and pricing information so users get a strong sense of the product you’re selling before they click your ad. Best for a large inventory of products. Show: Search Network. See your ad on Google Shopping, Google Search partner websites, like YouTube. Great for retailers to promote inventory, boost traffic to their website or local store, and find better-qualified leads.
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Image ads – Image as people browse websites in the Google Display Network. Show: Search Network, Display Network, (*Image ads show on search partner networks, but not the Google Search Network).
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Video ads – A standalone video ad or a video ad that runs on another streaming video. Search Network, Display Network, and Show on: Search partner networks, but not the Google Search Network. Video ads on YouTube and on sites across the Google Display Network. Lets you reach people near your restaurant visiting food-related websites, such as blogs about specific cuisines or websites that provide restaurant reviews.
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App promotion ads – Send your customers to an app store to download your app, or include a deep link directly into your app. Show: Search Network, Display Network. Universal App campaign type, you can easily promote your app across Search, Display, and YouTube. Your ads and bids are automatically adjusted to get the most downloads for your app. All you need to do is provide some text, a starting bid, and budget, and include the languages and geographic locations for your ads. Systems show best ads based on combinations.
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Call-only ads – Allow customers to call your business directly by clicking on your ad. They’re useful for driving phone calls to your business from devices that can make calls. Show: Search Network
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Rich media ads – Engaging ad formats with animation or other types of motion. Can show: On the Google Display Network
TYPES OF GOOGLE ADS TO CREATE IN GOOGLE ADWORDS:
GOOGLE SEARCH ADS NOTES
Google ads should best communicate intent, location, device, time, and interest.
two main benefits of using Search Audience solutions
- set up an effective Customer Match strategy.
set up an effective Customer Match strategy by segmenting a customer list, based on desired marketing action, upload the list to google ads, translate the list inito an audiene list and make it available for targeting, customize creatives with special offers or incentives that are specific to this audience.
Website traffic campaign goal should be used for people to get know about the products offered. When should you use Remarketing Lists for Search Ads to reach people who have already engaged with your website in the past
benefit of a well-managed Google Search Ads campaign? Displayed ads are relevant to a potential customer’s Google search.
What does adding callout extensions to your Google Search ads enable you to do? Highlight information about value-adding attributes of your business, products, or services. to improve an ad’s perceived quality during an ad auction. What aspect of the ad will be most beneficial for you to work on?
to improve an ad’s perceived quality during an ad auction. What aspect of the ad will be most beneficial for you to work on? Improving the navigability of the landing page.
great results from your Google Search campaigns when using Remarketing Lists for Search Ads. How might you amplify those results?
- Use Similar Audiences to find new visitors for your site
have much time to update her Search campaigns with her ever-changing inventory.
How can Dynamic Search Ads help Trina?
Keyword lists can be automatically created based on website offerings.
creating your first text ad in Google Ads is a simple five-step process. Arrange the five steps in order, with the first step on top.
- Sign in to the Google Ads account where you wish to make the text ad.
- In the page menu on the left of the screen, select Ads & Extensions.
- Choose the + button, and then select Text Ad from the available options.
- Enter the headlines, URL, and description lines you wish to use.
- Ensure the ad meets Google’s editorial guidelines, and press Save Ad.
Why is Google Ads a viable option?
What are two ways the broad-match modifier makes Jamie’s work easier?
- She doesn’t have to think of all the related saucepan keywords.
- She can easily select the color she wants to focus on.
What’s The Primary Benefit Of Using Structured Snippet Extensions In Your Ads?
Gives users specific information about what you’re offering, before they visit your website.
Which Dynamic Search Ads option allows an advertiser to group web pages under custom labels? page feeds
Using the Performance Planner on a monthly basis allows you to optimize which two aspects of an account? Bids and budgets
Sandy, an expert on Search marketing, knows she should use extensions effectively in order to optimize her Google Ads campaign results.
What’s Google’s recommendation about extensions?
- Use at least three extensions in each campaign or ad group.
What’s an accurate description of callout extensions?
- Short, specific snippets of text that highlight value-adding attributes.
What ad extension is only available as a full automated ad extension? Seller ratings extension
Steven is an advertising executive at a large auto parts company. He uses his Google Ads Recommendations page to help him with strategies to optimize his Google Search Ads campaigns.
One reason Steven values the optimization score is because it makes it possible for him to do what? Steven is an advertising executive at a large auto parts company. He uses his Google Ads Recommendations page to help him with strategies to optimize his Google Search Ads campaigns.
One reason Steven values the optimization score is because it makes it possible for him to do what?
Which of the following make up some of the parameters that the Google Search Ads auction uses to determine what ads Karen sees? ad relevance, advertiser bid
How will broad match benefit Bob’s campaign? Bob’s ad will appear if search terms contain some variation of his keyword, such as “TV.” Google Ads was designed to deliver three things to every advertiser: relevance, control, and results. It provides relevance by connecting advertisers with the right people at the right time. It provides results by charging only when you get a click.
How does Google Ads provide control? By giving advertisers control over the maximum they spend per month. What Search Network text ad component provides up to three fields of 30 characters each? headline
Silly Sayings is seeing a lot of website traffic, but the company wants to generate more qualified leads. They’re interested in trying ad extensions to see if they can increase the number of qualified leads they receive.
In what way can ad extensions assist companies such as Silly Sayings in generating more qualified leads? By providing users with relevant information up-front.
How can Performance Planner serve your business? By optimizing your ad budget for maximum growth
Brian manages his company’s Google Search Ads campaign. He regularly reviews the optimization score to make his Google Search campaign as effective as possible.
What is Brian’s optimization score based upon? Key aspects of his accounts, including statistics, settings, and industry trends.
A water-sports company specializes in custom-made watercrafts and accessories.Their marketing manager decides to use the broad-match keyword, “boat.” The manager then adds “paddle” as a broad-match modifier.
Which two searches may prompt the marketing manager’s ad?
What automated bidding strategy should she use in her campaign? maximize clicks
What type of automated bidding strategy is Siona using? target impressionn share. 1,000
Molly wants to clear her remaining stock in preparation for ordering a new line of products to sell. As a result, she’s willing to increase her CPA (cost-per-acquisition) and investment, as long as it means generating more sales.
Her current campaign has a total investment of $25,500, generates 1,500 conversions, and has a CPA of $17. Which plan, built in the Performance Planner, will help Molly with her marketing goal to generate more sales?
- An investment of $40,000 to generate 2,000 conversions and a CPA of $20
What are two benefits of using automated bidding? Machine learning and auction-time bidding.
Which type of Search Audience solution would best reach this individual? affinity audience
Your client, Vince’s Veggies, wants to increase downloads of their popular recipe printouts. You suggest they create ad groups based on the cooking categories that appear on their website.
What will they need to create in their first Google Search Ad group? Keyword list, default bid amount
How is using non-last-click attribution conversions useful for Performance Planner forecasts? To allocate budgets that drive incremental conversions
Mary is tasked with designing an advertising campaign for her company, an online pet food store and app, and she’s exploring different campaign options.
Which campaign types are available to her in Google Ads?
Bernadette’s in charge of marketing a new product in a highly competitive segment. She’s planning to launch a Google Search campaign as part of her overall strategy.
What value can be recognized by launching a Google Search campaign? Her business will have a competitive presence with similar businesses during searches.
In-Market audiences would be suited to reach which user? Someone looking to purchase a new car
You want to increase the relevance of a Google Search Ad so it’s more meaningful to potential customers and provides value-added information to their searches.
What two actions might improve the relevance of your ad?
- Selecting only relevant languages in campaign setup.
- Selecting distinct geographic areas.
Samira has been tasked with increasing the relevance of her company’s ads. She has been told that she can use multiple headline options in her responsive search ads as a way to increase relevance.
How many headlines can Samira include in a single responsive search ad? up to 15 headlines
Why does automating your bid vs. using manual bidding contribute to a successful Google Ads campaign? If you don’t bid efficiently, you could miss valuable conversions.
Brenda’s working on improving a Google Search Ad’s quality score so it potentially gets a better ad rank and performs better in the ad auction.
What change to Brenda’s ad might improve the Ad Rank?
- Adding seasonal messaging during the holiday season.
What can the Performance Planner recommend?
- Campaign-level Target CPA (cost-per-acquisition). The higher expected click-through rate will lead to a higher Ad Rank.
What is one way that Performance Planner helps businesses increase sales?
- By maximizing the number of conversions for a spend scenario
After running a Google Search Ads campaign for several months, Meredith notices sales of her advertised products are starting to lag. She checks her Google Ads Recommendations page and notices that her campaign’s optimization score is 22%.
What does this score tell Meredith about her Google Search Ads campaign? The campaign could be improved by 78% if the listed recommendations are followed.
Marisol manages the online advertising campaigns for a chain of toy stores with both a physical and an online presence.
Which Google Ads campaign should Marisol use to show images of her products, advertise her company’s online and local inventory of toys, and boost traffic to their website and local toy stores?
Carlton runs an adventure excursion company in South America. He’d like to increase the number of people booking his tours.
Which activity will lead potential customers to Carlton’s company through Google Search ads? Researching South American holiday destinations online.
Google Video Ads
Which is a key benefit of bumper ads?
- They deliver maximum reach.
Which statement is true about Bumper ads?
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How Does An Advertiser Benefit From Using Think With Google?
Think with Google can browse case studies showing how past ad campaigns have succeeded. - Justine’s client is almost ready to get started with YouTube advertising. They’ve asked her to identify the business outcomes YouTube can deliver, to ensure they’ll achieve what they’re after with their campaign.
Which business outcomes can YouTube deliver for her client?
- Awareness, consideration, action
- Which benefits of YouTube audience solutions should Drew present for his client’s consideration?
- Real-time data, powerful signals, and cross-device reach
Match the YouTube customer with the Google Audience Signal type that helps advertisers connect with that customer.
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Which intent audience solution should he recommend to this particular client? Life events. When measuring offline conversions with TrueView for action, a store visit is counted when a user watches 10 seconds of an ad and then visits a store within how many days? 30 days
What actions does YouTube drive for advertisers? YouTube drives actions focused on apps, website activity, lead generation, and offline store visits.
- Focus on high-impact placement for high visibility. Education, Home Ownership Status
Which of YouTube’s awareness ad formats can use the CPD bidding approach?
- Masthead
What counts as a view-through conversion in a TrueView for action campaign? User sees just an impression of the ad and converts within 24 hours.
Which of YouTube’s ad formats target high-intent audiences at key moments of making a buying decision, and help them make the purchase?
- TrueView for action ads
The watch time report – YouTube Analytics can show you the aggregated totals of the minutes people spent viewing a video over time.
As a YouTube creator, Kieran can reach over two billion active users each month and use platform innovations to generate content that meets users’ needs. YouTube gives him the freedom to express himself, find new opportunities, and make a living while he does it.
How does YouTube help creators earn a living? Creators are paid for sharing ads alongside their content.
Which TrueView ad format is optimized for lift in ad recall?
TrueView in-stream
Vesta is working on a YouTube campaign for a chain of home and garden centers. The owner would like to promote a new line of flowering plants to past customers, using email addresses they provided over the years for marketing purposes.
Which first-party audience solution would be ideal for Vesta’s YouTube campaign?
What percentage of YouTube watch-time is on mobile devices?
Customer match 60% of YouTube watch-time happens on mobile devices.
As it offers the most attentive audience and proven results, YouTube is becoming advertisers’ first choice for building their brands.
What’s another reason advertisers choose YouTube? YouTube is powered by Google data and tools. Attract, Brand, Connect, Direct.
In Google’s ABCDs, what are two recommendations for connecting with viewers? Leverage the power of audio in your ads to lift brand awareness. Increase your ad’s pacing to capture attention and keep it longer.
Lori manages digital marketing for a travel agency and believes YouTube could help the company reach a wider audience. She told her employer that users choose YouTube for the rich and diverse content, and because it lets them directly engage the creators they care about.
What other reason can Lori provide for why users choose YouTube?
Users can connect with a community.
Lori manages digital marketing for a travel agency and believes YouTube could help the company reach a wider audience. She told her employer that users choose YouTube for the rich and diverse content, and because it lets them directly engage the creators they care about.
What other reason can Lori provide for why users choose YouTube?
homeownership status, household income.
Using Custom Intent audiences allows brands to drive action on YouTube.
What’s the key functionality of Custom Intent audiences?
Custom Intent audiences reach users who recently searched on Google.
Based on the ABCDs of designing YouTube ads, what’s one way to attract viewers?
- Use familiar faces like celebrities, YouTube creators, or influencers.
When your goal is driving action, you focus on audiences with the strongest level of intent.
Janine Recommends Using A Customer Match Audience On YouTube So A Client Can Reach Existing Customers. Where Does Janine Upload Customer Information, Such As E-Mail Addresses, To Start The Customer Match Process? Google Ads and Display & Video 360
Audra handles YouTube strategy for a popular concert venue that would like to run YouTube campaigns aimed at fans of the musicians they’ve booked this summer.
Which type of audience solution should Audra recommend for this client? custom affinity
Which type of Google Audience Signal can identify people who are actively researching with the intent to buy? in-market audiences
What’s one of Google and YouTube’s awareness products? Trueview reach
Of the two bidding strategies you can use with your TrueView for action campaign, which captures as many valuable actions as possible within a given budget? maximize conversions
Google Video Partners are partnerships formed through which Ad service?
How can Google’s Custom Affinity audience signals help an advertiser connect with their target audience?
- By reaching a one-of-a-kind audience to deliver a niche message at scale.
Which one of Google’s data-driven tools is part of Google Analytics Solutions?
google surveys
Which data can you uncover by running a creative experiment using Brand Lift? Each ad’s impact on brand awareness, consideration, and ad recall
Your client is interested in testing six-second bumper ads.
What are two tips you can share with them about these ads?
Your Client Is Interested In Testing Six-Second Bumper Ads. What Are Two Tips You Can Share With Them About These Ads?
- Budget time to establish the ad and stick the landing.
- Focus on a single, simple purpose.
What’s a key benefit of TrueView in-stream?
- It helps advertisers maximize views.
Match the TrueView ad format with its corresponding bidding type. (Not all options are used.)
YouTube Analytics provides insights from the moment you upload a video.
Which three basic questions about who’s watching your client’s content will it answer with a single click?
YouTube Analytics provides insights from the moment you upload a video.
Which three basic questions about who’s watching your client’s content will it answer with a single click? age, gender, and location
What are the four video ad sequencing frameworks advertisers can use to tell great stories on YouTube?
- Signals, Context, Sequence, Immersion
TrueView For Action Ad Formats Use Smart Bidding To Optimize For Specific Website Actions. To Do This, What Must Be Enabled In Your Google Ads Account? conversion tracking
Zane is managing a YouTube campaign for a five-star hotel that competes directly with several other hotels located in the area. The owner would like to use the names of similar hotels as keywords when building the audience for the campaign.
What would be the ideal audience solution for Zane’s YouTube campaign? custom affinity audience.
What are the tested benefits of bumper ads?
- Bumper ads are effective, efficient, and help businesses reach new people.
Which video format is available on Google Video Partners?
- truview for reach
Brandon’s new YouTube advertising client has owned the highest-rated theater in town for decades. The theater wants to drive action and take advantage of YouTube audience solutions to reach consumers likely to buy a ticket.
Which YouTube audience solution should Brandon recommend?
Lou’s client loves the idea of building an audience using search keywords to extend their reach and capture attention when users are making an active purchase decision.
Which YouTube Intent audience solution fits this description?
- custom intent