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Google Ads

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How many types of Google Ad campaigns can be run to meet the desired Business Objectives?

There are many types of Google Ad Campaign that helps to achieve the targets.

Search: Search ads appear next to Google search results and on other Google partner sites, like YouTube, when people look for businesses like yours.
With a Search campaign, you can make sure potential customers notice your brand, consider your products, and take action.


 
Display: Google Display ads can appear across a network of more than two million sites and apps, reaching 90% of people on the internet. Your ads get matched to content related to your business or to your customers' interests.

Use a Display campaign to increase exposure and reach audiences with specific interests across the web.

 

Video: With Video ads, you can reach the right audience at scale and capture their attention.

Video campaigns help you bring your business’s story to life. They engage customers in different ways, like showing ads before their favorite music video or while they're researching an upcoming purchase.

 

Shopping: Shopping ads appear on Google Shopping next to search results and near text and responsive ads. Shopping ads promote your products by giving consumers detailed information about what you're selling before they even select your ad.

 

App:  After a simple setup process, App campaigns run ads across Google’s largest properties, including Search, Play, and YouTube, as well as thousands of mobile sites and apps. Your ads and bids are automatically adjusted to get the most downloads.

With an App campaign, you can increase engagement, app installs, and even in-app actions, like signing up for a newsletter or ordering a product.

What are the business goals that can be achieved with Google ads and How Google Ads are beneficial to achieve the desired goal with digital campaigns?

1. Drive Sales: Google Ads can fuel to business goals like Grow online, in-app, in-person, and over-the-phone sales.


2. Get Leads: Boost conversions by encouraging people to take action.

3. Increase Website Visits: Get the right people to visit your website.

4. Infulence Consideration: Encourage people to explore your products and services.

5. Build awareness: Reach a broad audience and maximize exposure.

6. Increase installs and interactions with your app.


Benefits of Google Ads: Google Ads is built around three principles: Relevance, Control and Results.


Relevance: Google Ads helps you connect with the right people, at the right time, with the right message. 
Your ads can appear on Google Search, YouTube, and more, just when someone is looking for products or services like yours. You can also customize options, such as keywords and location, to get in front of the most relevant customers.

Control: Google Ads gives you complete control over your budget. You choose how much to spend per month, per day, and per ad.
Based on your settings, Google Ads uses a lightning-fast auction to determine which ad to show. If you want to change your strategy, you can easily adjust your ad, modify your budget, or pause and restart a campaign.

Results: Pay only for results, like clicks to your website or calls to your business. 
Measurement tools make it easy to see how your site, apps, and ads are performing. Plus, smart technology lets you create, manage, and optimize your campaigns so you can get the most out of your investment.

How does the Performance Planner work in Google Adowrds?

Performance Planner determines the optimal bids and average daily budget allocations across all the campaigns to help increase the number of conversions it can be achieved for any future spend scenario. Performance Planner uses a combination of account history and machine learning to power forecasts.

Process follows as below:
Forecasting >>  Simulation >> Machine Learning >> Validation

1. Forecasting: Google Forcast Engine is made up of Google search ad auction i.e billions of searches per week.

2. Simulation: Forecast engine simulates relevant ad auctions with query level variables, including seasonality, click through rate, competitors, landing page, and time of day.

3. Machine Learning: It uses machine learning to fine tune forecasts and achieve a higher level of accuracy.

4. Validation: Planner perform forward and backward measurements of accuracy for thousands of campaign samples across one, seven, 30, and 90 day periods to ensure the valid recommendations.

 

Why it should plan for performance with Performance Planner in Google Adwords?

Performance Planner is the new forecasting  planning tool in Google Ads that uses machine learning  to reveal the possiblilities to maximize the results. User can explore forecasts for  upcoming monthly, quarterly, and annual budgets for current campaigns, while also helping to improve the return on investment.

Planning the most crucial first step to achieve the results with Google Ads.By planning your Google Ads budgets in advance, you can:

1.Understand the future spend potential of current Google Ads campaigns to help drive budget decisions
2.Take advantage of seasonality to capture incremental opportunities 
3.Set optimal bids and budgets across your campaigns to help ensure that ROI performance is maximized
4.Find new opportunities to grow your sales volumes with Google Ads

What are the benefits of Remarketing in Google Adwords?

Benefits of Remarketing:

1. Well- timed targeting/ Prompt Reach: With remarketing you can show your ads to people who’ve previously interacted with your business right when they’re searching elsewhere and more likely to make a purchase.


2. Large-scale reach: You can reach people on your remarketing lists across their devices as they browse over 2 million websites and mobile apps.

3. Easy ad creation: Ad creation is also very easy with use of text, image and video ads for free with ad gallery.

4. Campaign statistics:You’ll have reports of how your campaigns are performing, where your ads are showing, and what price you're paying.


5. Focused advertising: You can create remarketing lists to advertise for specific cases. For example, you may create a remarketing list targeted for people who added something to their shopping cart but didn’t complete a transaction.  


6. Efficient pricing: You can create high-performance remarketing campaigns with automated bidding. Real-time bidding calculates the optimal bid for the person viewing your ad, helping you win the ad auction with the best possible price. There's no extra cost to use Google's auction.

What is Google AdWords Remarketing ?

Remarketing is the process to connect with the people who previously came to your website or Mobile App but not taken any action.
So in Adwords we can target those audience to display our Ads. It will increase the purchase and brand awareness. 
As this group of audience will be familiar with your brand so it will take less efforts to take valuable action.

It is also known as Retargeting that increase the ROI and conversion rate.Using remarketing, you can show Google ads to your previous site visitors while they browse the vast number of Google partner sites in the Google Display Network.
By targeting more narrowly, you can therefore increase ad relevancy and lower your cost per click.

How conversions are tracked in Google AdWords?

It is a powerful tool in Google Ads that measures and monitor how much lead is generated, sales,
 downloads, and email signups for your business or in other terms to identify the goal tracking.

Basic Steps to get started Googel Ads Conversion Tracking:

1. It involves generating a HTML code in Google Ads that has to paste into the webpage of the landing page such as
Order confirmatio or Thanks for your email page.

2. Click on the Tools and Analysis tab in Google Ads, and select Conversions from the drop-down menu.

Track Conversion

What is the limit set for the number or characters for Adwords ad?

With new changes in Google Ad text we have option to have one more headline and another line for description with 90 characters.  Below is the character limit for each section:

Field Max Length
Headline 1 30 characters
Headline 2 30 characters
Headline 3 30 characters
Description 1 90 characters
Description 2 90 characters
Path* 15 characters

*These fields are designed to help people who see your ad get a better sense of where they’ll be taken when they click it. It is optional field.

Ad Text Length

You can provide more information about your business, like its location, phone number, or additional deep links into your website, by adding extensions to your text ads.

Smart Bid Strategy Focus on views or interactions (for video ads only)

Cost Per View (CPV) bidding is used when the goal is  to show the video ads.It sets the amount you'll pay for TrueView video ads in Google Ads. A view is counted when someone watches 30 seconds of your video ad (or the duration if it's shorter than 30 seconds) or interacts with the ad, whichever comes first.

 

CPV  bidding gives option for text image or URL from where if a user clicks on the URL, it can go directly to your website. This method gives a clear idea that how many viewers are engaged with you content. If they want to see more they will remain to see the Ad or if they are nit interested they will drop off.

Focus on Clicks with Smart Bidding Strategy

We have two bid strategies to increase number of clicks on a website:

a) Maximize Clicks

This is the most simple strategy to cater the traffic on your website i.e to get maximum number of clicks.It requires to set a daily budget in your AdWords account and then google will automatically manage bid to the clicks with in stipulated budget.

b) Manual CPC bidding:

This is however a manual method but allows you to set a bid on more profitable keywords. We can set different bids for each ad group in a campaign, or for individual keywords or placements. 

 

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