Story: Learning Google Ads
I bought several courses on Udemy.com. I wanted to finish it by the end of February. However, I received unexpectable client work in February. Then, my study is gradually delaying rather than my expectation.
In this blog, I determined to focus on 1 in 5 courses, Ultimate Google Ads / AdWords Course. I will learn this in 30 hours and apply it to current work shortly.
Subject: New campaign
What’s your main advertising goal?
Ads that focus on a specific goal help you get the results that you want
– Get more calls
– Get more visits to your physical location
– Get more website sales or sign-ups
Experienced with Google Ads?
Don’t choose any goals above, guidance settings. Google tries to ads more simplify for a user. Actually, Google Ads is not so easy for finding the best setting. In any case, Google prefers the user to use money quickly. These goals take away some flexibilities of Google Ads. Do a manual setting, Experienced with Google Ads.
Select the goal that would make this campaign successful to you
– Sales
– Leads
– Website traffic
– Product and brand consideration
– Brand awareness and reach
– App promotion
– Create a campaign without a goal’s guidance
Google tries to set your ads automatically. Choose to create a campaign without a goal’s guidance.
Select a campaign type
Search- Create text or call ads that show near search results of Google.com, on Google search partners sites and more
Display – Run different kinds of ads across the web
Shopping – Promote your products with Shopping ads
Video – Reach and engage viewers on YouTube and across the web
App – Drive app installs across Google’s networks
Smart – Reach your business goals with automated ads on Google and across the web
Choose search if you don’t have specific purposes.
Select the results that you want to get from this campaign
Select the results that you want to get from this campaign
Website visits
Phone calls
App downloads
Choose whatever you want to get a result.
General settings
Type: Search
User tries to find what they want. Hence, focus on search.
Campaign name
Company – purpose – detail
Networks
Search Network
Ads can appear near Google Search results and other Google sites when people search for terms
Most advertisers include their ads on Google
Display Network
Expand your reach by showing ads to relevant customers as they browse sites, videos and apps across the Internet
Don’t miss the opportunity to reach more people across 3 million sites and apps
Let’s keep unchecking the box above. I set types to search for this campaign. If use networks, the result may not so accurate. You may not know what keywords work on Google partner sites(regularly changing according to the video). Expert says if you find the right keywords, Google search gets the best performance. Hence, keep simple and data clean. Try and analysis is the key to success on Google Ads.
Dynamic Search Ads
If this is a first ads campaign, you don’t have much data, don’t use this unless you have many pages of a website or a large catalog. When you use dynamic search campaign, you should separate to a typical ad campaign.
Targeting and audiences
Locations
Select locations to target
Target
Exclude
where do you ideally want to show the ads?
Location options
You can see default setting at target and exclude. It means these settings will more spend money quickly compared to other settings. It’s okay if we can get a good result. Need consideration. In a location setting, you can keep Exclude, People in, or who show interest in, your excluded locations (recommended).
Languages
Languages depend on your target. FYI, your ad is not translated.
Audiences
Audience targeting allows you to be more accurate when choosing who sees your ads.
Budget and bidding
Budget
Minimum $10, video says.
Delivery method
Test accelerated first.
Bidding
At first, autonomous bidding shows, but don’t choose them. You may get a lot of clicks, but it’s not our goal. A goal is a profit. Target visits a website and buy something or call through the campaign. Click Select a bid strategy directly at the column bottom. You can see bid strategies below. Set Manual CPC.
Automated bid strategies:
Target CPA – Second choice after Manual CPC
Target ROAS
Maximize clicks
Maximize conversions
Target search page location
Target outranking share
Enhanced CPC
Target impression share
Manual bid strategies
Manual CPC – First choice
As I said, choose Manual CPC first if you don’t have any data. Without data, you cannot optimize anything. We have to know who the audience is. Video says Target CPA is the best autonomous bidding through their experiment except for Manual CPC.
Ad schedule
To limit when your ads can run, set an ad schedule. Keep in mind that your ads will only run during these times.
Ad rotation
– Optimize: Prefer best performing ads
– Do not optimize: Rotate ads indefinitely
– Optimize for conversions (Not supported)
– Rotate evenly (Not supported)
Ad extensions
Callout extensions
Call extensions
Structured snippet
App extension
Message extensions
Promotion extensions
Price extensions
Location extensions
Ad group
Video says Ad group style should be standard instead of dynamic, but I couldn’t find it (in March 2019).
Think about the themes for this campaign. How can you organize each ads groups? It could be categories, locations, brands, colors, services, events etc. Purpose of the organization is optimization after running a campaign. You have to improve the result. Data tells us how we can reach a target efficiently. This is the value of digital marketing. We can measure advertising. Default bid would be started $2 – $4/click. Once you test a variety of ad groups and keywords, you can create top performer ads.
Google Ads Help: About keyword matching options
There are 3 match types, broad match, phrase match and exact match. Please check above if you need to know. I used a phrase match for this campaign.
Having the right bid for every single keyword in my account. This is a goal. Each click should lead a new customer, try to maximize CPC. Video used the right column of keyword ideas. I used google keyword planner and I found what words are used on a google search.
Create Ad
Tips:
– What company makes unique.
– Tell benefit, may not feature.
– Price, promotion, something truth.
– Registered symbol.
– Ads and website should be connected.
– Must mobile friendly
Copy(headlines) should objective, measurable and verifiable. Price, offers, social proof or promise also have a value of a test. Tell benefit. Please don’t forget. On Google, people look for your service already. People compare with your competitors. Ads and website need cohesive, ideally.
Display path relatively enhances a result. So, you should set it. A display path is not a real URL.
Create at least 2 ads for comparison. Change headlines (and description if need), a test which ads work for the campaign.
If you want to run the ads ASAP, please ask manual review to Google.
How To Invite or Add Users On Google Ads
©Neptune Design
*Updated: August 24, 2021
When you help a client with Google Ads, you have to use a client’s Google Ads account. Otherwise, you have to use your account and pay the fee for the client first. Then, you send an invoice to a client later. It’s not a healthy situation. When your account is suspended(especially Facebook Ads), you face an issue.
Therefore, you should use a client’s ads account for all digital ads. You have to be invited.
How to move Google Ads campaigns into another account. 2020
©Marketer Sam
Google Ads Editor has 524.4MB, quite big. When you install the Google Ads data into Google Ads Editor, you are required Google Account. I stumbled a little bit. Both videos did not mention it, but you have to create Google Account by your domain email. At the very end, Google mentions that I cannot access something(visitor?). I have never used my domain email on Google service. So, I think it’s okay.
Conclusion: Try and error
Memo:
– Research helps generate a better advertising campaign
– Claude Hopkins / Scientific Advertising / Read my life in advertising
– Albert Lascar / The man who sold America
– David Ogilby
– Have to verbalize and show the performance to a client
– Marketer always influence human behavior
– Dr. DJ Fogg
– Behavior equals motivation, ability and a trigger(prompt)
– Ex. increase ability or decreasing difficulty
to increase motivation to perform a behavior
The video mentions research. This is good information for a graphic designer. Because it’s a same process of design work. Creating design has an answer. In other words, there is a reason why it looks like this/that. It may come from history or industry standard. Recently, user experience design is a fundamental factor. A graphic designer has to figure out about it.
We can learn Google Ads on YouTube. You can research competitor ads on Google. However, we’ve never known what ads work for the client. You have to know who we want to attract.
You can ads automatically if you follow Google recommendation. However, it’s meaningless as your professional service. We should not be managed by Google. Utilize and leverage Google by yourself.
