This document provides an overview of Google Ads and how to set up campaign tracking and measurement. It discusses:
1. The different types of Google Ads campaigns including Search, Display, Video, Shopping and App campaigns.
2. How to set up conversion tracking to measure goals like sales, leads, or app installs. This includes setting conversion actions and attribution models.
3. Key reporting metrics for measuring campaign performance like conversions, cost per conversion, conversion rate and view-through conversions.
4. Tips for calculating return on investment and understanding time-based conversion data.
1. Google Ads & Fundamentals
(+Activities/Examples/Tricks)
Digital Marketing Workshop
partner@edu4sure.com
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2. You will be able to
Google Ads Search
Translate a vision for online marketing into
a coherent digital marketing strategy
Develop a Google Search strategy with
wider company marketing plans
Generate a plan to increase leads, sales or
web traffic using Google Search
Develop a plan to reach new and existing customers
with Google Search Audiences
Ensure your Search marketing plan is aligned with
your digital marketing budget
3. Know Google Ads
Google Ads is a digital advertising solution that helps you reach this audience and
transform them into valuable customers
Why Google Ads?
Sales: Grow online, in-app, in-person, and over-the-phone sales
More Leads: Boost conversions by encouraging people to take action
Web Traffic: Get the right people to visit your web
Influence Consideration: Encourage people to explore your products and services
Awareness: Reach a broad audience and maximize exposure
Promote App: Increase installs and interactions with your app
4. Google Ads – Principles
1. Relevance
Right people
Right time
Almost Right Intention (Customize based on Keywords/Location)
Right Message
Appearance: Google Search, YouTube and More
2. Control
Control over your budget
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.
5. Google Ads – Principles Continues…
3. Results
Pay only for results, like clicks to your website or calls to your business.
Measurement tool to measure performance
Smart Technology to create, manage and optimize your campaigns
You’re a brand manager with an eCommerce retail company. You’re looking to
advertise online and measure the volume of sales coming from your digital campaigns.
Which benefit of Google Ads could help you accomplish your goal?
Google Ads' measurement tools make it easy to understand the results of your
advertising — and for you to make adjustments to increase the performance of your
campaigns
6. Google Ads Campaign Types
First write Your business goal (5 Min.)
Search, Display, Video, Shopping, and App
Search - Search ads appear next to Google search results and on other Google partner
sites, like YouTube, when people look for businesses like yours
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
Video - Show your ads on their own or within other streaming video content on
YouTube and across Google’s network of websites and apps
Only pay when people choose to watch your ad
Bring your business’s story to life
Engage, like showing ads before their favorite music video or while they're researching
an upcoming purchase.
7. Google Ads Campaign Types Continue…
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. Just add a
few lines of text, a bid, and some assets, and the rest is optimized to help customers
find you
8. Specialized Campaign Types
Does your business have specific objectives based on a niche industry or customer
base?
Local - Local campaigns help you drive important offline metrics — like store visits or
in-store sales — by advertising on multiple platforms. Let Google Ads optimize how
your ads appear on Search, Maps, Display, and YouTube to maximize your offline
performance
Hotel - If you’re a hotel looking to advertise rates and availability, Hotel campaigns
are for you! These campaigns display hotel prices and availability on Search, Maps,
and Assistant to connect you with the millions of travelers actively searching for you
Discovery - You can easily engage customers across Google’s most popular properties
with a variety of rich, unique ad formats. Reach your users across the YouTube Home
Feed, Gmail, and Google’s Discover Feed — all with one campaign
9. Automation with Google Ads
Drive efficiency with Smart campaigns
Automated Solutions for new users
Machine learning works
Smart campaigns set as default for new users
Optimize your campaign
Device Targeting - Reach your customers on any device
Location & Language Targeting
Bidding & Budget Setting
Ad Extensions - Include even more information with your ads, such as location details,
links to pages on your website, and your phone number
Based on what you've learned in this course, which Google Ads campaign resonates
most with your business goals, and why?
10. Quiz Time
Match the best pair
4
Display
Promote your products, share details about your inventory,
and boost traffic to your online or physical store
Shopping
Reach your target audience at scale and bring your business’
story to life
Search
Increase brand awareness when users are browsing content
they’re interested in online.
Video
Drive action on your site when users are searching for similar
products or services
11. Campaign Creation & ROI Calculation
Create a Campaign
One Goal Per Campaign
2 Goals means 2 Different results then set 2 Campaigns (Lead/Sale Goal)
Online Sales- Set sales campaign
If you aim to get calls only then set up a call-only campaign
Calculate ROI
Set up Conversion Tracking - Conversion tracking is a free tool that shows you
what happens after a customer interacts with your ads -- whether they purchased a
product, signed up for your newsletter, called your business, or downloaded your app.
When a customer completes an action that you've defined as valuable, these customer
actions are called CONVERSIONS
12. Conversion Tracking Benefits
See which keywords, ads, ad groups and campaigns are best at driving valuable
customer activity
Understand your return on investment (ROI) and make better informed decisions
about your ad spend
Use Smart Bidding strategies (such as Maximize Conversions, target CPA – Cost Per
Action, and target ROAS – Return on Ad Spend) that automatically optimize your
campaigns according to your business goals
See how many customers may be interacting with your ads on one device or browser
and converting on another. You can view cross-device, cross-browser, and other
conversion data in your “All conversions” reporting column
13. How Conversion Tracking Works
First, Create a Conversion Action
Website actions
Phone calls
App installs and in-app actions
Import - Customer activity that begins online but finishes offline, such as when a
customer clicks an ad and submits a contact form online, and later signs a contract in
your office (Offline Conversion Tracking)
Local actions - Actions that are counted whenever people interact with an ad that’s
specific to a physical location or store
14. How Conversion Tracking Works Continues…
For each type besides offline conversions, any of the following method applies
You add a conversion tracking tag, or code snippet, to your website or mobile app
code. When a customer clicks on your ad from Google Search or selected
Google Display Network sites, or when they view your video ad, a temporary cookie is
placed on their computer or mobile device
Some kinds of conversion tracking don’t require a tag. For example, to track phone
calls from call extensions or call-only ads, you use a Google forwarding number to
track when the call came from one of your ads, and to track details like call duration,
call start and end time, and caller area code
Also, app downloads and in-app purchases from Google Play, and local actions will
automatically be recorded as conversions, and no tracking code is needed
Different Ways To Track Conversions
https://support.google.com/google-ads/answer/1722054
15. Conversion Tracking Data
If you’ve set up conversion tracking, you can add helpful reporting columns to see how
your ads lead to valuable customer actions
"Conversions" and “Related” Columns
The "Conversions" column shows you the number of conversions you've received,
across your conversion actions.
You can customize how the data in your "Conversions" column is tracked
The “Include in ‘Conversions’” setting - The default for most conversion actions is to
include the data but uncheck if you do not want its data in CONVERSIONS Column
The "Attribution model" setting - For website and Google Analytics conversion
actions, you can choose how much credit each of a customer's clicks gets for each
conversion.
The conversion counting setting - You can choose to count every conversion after an
interaction, or only one conversion after an interaction.
16. Conversion Tracking Data
If you’ve set up conversion tracking, you can add helpful reporting columns to see how
your ads lead to valuable customer actions - "Conversions" and “Related” Columns
The "Conversions" column shows you the number of conversions you've received,
across your conversion actions.
You can customize how the data in your "Conversions" column is tracked
The “Include in ‘Conversions’” setting - The default for most conversion actions is to
include the data but uncheck if you do not want its data in CONVERSIONS Column
The "Attribution model" setting - For website and Google Analytics conversion
actions, choose how much credit each of a customer's clicks gets for each conversion.
The conversion counting setting - You can choose to count every conversion after an
interaction, or only one conversion after an interaction
Tip: "Conversions" and bidding - If you're optimizing your bids for conversions
through automated or manual bid strategies, the data in the Conversions column is used
for your bidding strategies
17. Conversion Tracking Data – Related Columns
Related columns - Several related columns besides main “Conversions” column
Cost per conversion (“Cost / conv.”) - tells you how much, on average, each of
your conversions cost. It’s calculated by dividing your total cost by the number in your
“Conversions” column. It applies to eligible interactions (like ad clicks or video ad
views), so any clicks that cannot be tracked for conversions are removed from the
calculation
Conversion rate (“Conv. rate”) tells you how often, on average, an ad click or
other ad interaction leads to a conversion. It’s calculated by dividing “Conversions” by
the total eligible interactions (like ad clicks or video ad views.)
Total conversion value (“Total conv. value”) is the sum of conversion values for
your “Conversions.” You have to enter a value for your conversion actions to make this
metric useful. In the new Google Ads experience, this column is called "Conv. value"
18. Related Columns Continues…
Conversion value per cost (“Conv. value / cost”) estimates your return on
investment. It’s calculated by dividing your total conversion value by the total cost of
all ad interactions
Conversion value per click (“Conv. value / click”) is your total conversion
value divided by the number of eligible clicks
Value per conversion (“Value / conv.”) tells you approximately how much, on
average, each of your conversions is worth. It’s calculated by dividing your total
conversion value by the number in your “Conversions” column. This metric is useful if
each of your conversions has a different value
19. All Conversions
"All conversions" ("All conv.") shows you data for all conversion actions, including
those which you've chosen not to include in "Conversions." It also includes other
special conversion sources
“All conversions” has the same set of related columns as “Conversions,” but with
metrics calculated based on your “All conversions” column instead of “Conversions.”
These columns include:
Cost per all conversions (“Cost / all conv.”)
All conversion rate (“All conv. rate”)
All conversion value (“All conv. value”)
All conversion value per cost (“All conv. value / cost”)
All conversion value per click (“All conv. value / click”)
Value per all conversions (“Value / all conv.”)
20. Cross-device Conversions
"Cross-device conversions" ("Cross-device conv.")
This column reports the total number of cross-device conversions across all of your
conversion actions.
Cross-device conversions start as a click on an ad from one device and end as a
conversion on another device (or in a different web browser on the same device).
To offer a more complete report of cross-device conversions, we use models based on
aggregated and anonymous data from users who have previously signed into Google
services; these models predict cross-device conversions that we are unable to observe
directly. This allows us to provide reporting on cross-device behavior that combines
observed and modeled conversions, without compromising user privacy.
Decimals in conversion data: some attribution models attribute fractional credit for
each conversion across multiple clicks. Also, if you don’t use attribution models
21. Time Of Conversion
The primary conversion columns are calculated based on the time of the click, not the
time of the conversion. For example, if your ad was clicked on last week and that
traffic converted this week, both the click and the conversion are reported back to last
week in the primary conversions columns. This allows you to accurately measure
metrics like cost per conversion or return on ad spend, because ad spend is also
calculated based on the time of the click
You can also report on conversions based on the time the conversion occurred. This is
helpful for you to see recent conversion data and compare with your third-party
reporting
Time of conversion columns include:
“Conversions (by conv. time)”
“Conv. value (by conv. time)”
“Value / Conv. (by conv. time)”
“All conv. (by conv. time)”
“All conv. value (by conv. time)”
“Value / all conv. (by conv. time)”
22. View-through Conversions
Your “View-through conversions” column tells you when customers see, but don’t
interact with your ad, and then later complete a conversion on your site. This is
different from the data in your other conversion columns, which record when
customers interact with an ad and then complete a conversion on your site
View-through conversions are a helpful way to track the value of your display or video
ad campaigns. For display campaigns, for example, they measure the conversions
where a customer saw—but didn't click—an ad before completing a conversion. View-
through conversions take into account the settings of your conversion actions, such as
the way conversions are counted
For Display Network ads, the last viewable impression will get credit for the view-
through conversion. With Google's Active View technology, an impression of a display
ad is considered viewable when at least 50% of the ad is onscreen for at least 1 second
23. View-through Conversions Continues…
View-through conversions automatically exclude conversions from people who
also interact with any of your other ads. They are not included in the “Conversions”
column, only in the “View-through conversions” and "All conversions" columns
View-through conversions from browsers that don’t allow cross-site cookies cannot be
reported
Active View and view-through conversions
Gmail ad impressions, which appear at the top of the Social/Promotions tabs of Gmail,
aren’t currently verified by Active View. Sometimes view-through conversions will be
attributed to a Gmail ad impression, even though Gmail ads aren’t verified as viewable
For video campaigns, view-through conversions tell you when an impression of
your video ad leads to a conversion on your site. The last impression of a video ad will
get credit for the view-through conversion.
Note: An impression is different than a “view” of a video ad. A “view” is counted when
you watch for 30 sec. (or the whole ad if it’s shorter than 30 sec.) or clicks on a part of
the ad. A “view” that leads to a conversion is counted in the “Conversions” column
24. Security and Privacy for Website Tracking
Google's security standards are strict
Only pages containing the Google conversion tag are tracked through this program.
We use data encryption and secure servers
Please ensure you're providing users with clear and comprehensive information about
the data you collect on your websites, and getting consent for that collection where
legally required.
Note - If you have not obtained users’ consent for the collection, sharing, and use of
personal data for personalization of ads where legally required, be sure to disable the
collection of remarketing data
You can modify the global site tag to disable the collection of remarketing data for
specific users
25. Optimize Your Website For Mobile
Why Mobile-friendly Site?
Mobile-friendly sites show up higher in search results
Mobile searches make up more than half of searches on Google.com
For many advertisers, the majority of traffic comes from people on their mobile
phones
If your site isn't mobile-friendly, visitors are 5 times more likely to leave
Is your website mobile-friendly?
https://www.thinkwithgoogle.com/feature/testmysite/
Does your site load quickly?
Is it easy to navigate?
Is it easy to take action?
26. Design Website For Specific Business Goal?
Depending on your marketing goal, focus on design improvements that encourage
visitors to take your desired action
Goal-specific suggestions
1. If Goal is to “Increase online sales”
Simplify site navigation - Visible, No Zoom Required
Make info accessible - Help people explore before they commit to buy by using
expandable product images
Help people make their purchase - "Buy now" buttons ; Limit Data entry by customer
Allow people to resume from a desktop - Make it easy for people to come back to their
shopping cart when they're on their desktop computer, so they can finish purchase
27. Specific Business Goal Continues…
2. If Goal is to “Get more phone calls”
Use click-to-call buttons or links - People can’t remember your number
Condense your menu options - Show a clickable phone number or button on each page
Avoid distractions - Keep promotions and other directions to the sidelines so people
can focus on how to reach you by phone
3. If Goal is to “Drive more online leads”
Simplify your forms - Less entry, easy with thumb
Limit scrolling & zooming - Form should use the space available on a mobile screen
Choose your data fields wisely – Information is simple to access + easy validation. Use
validation to show errors for incomplete fields
28. 4. If Goal is to “Encourage store visits”
Encourage visits above all - Show a map, location button, or icon that links directly to
your physical address and store hours on every page of the site.
Keep content limited - Streamline site's navigation for enough information to convince
people to visit your store
Avoid distractions - Promotions can convince, but shouldn't make navigation difficult
5. If Goal is to “Information and awareness”
Simplify Navigation - simple menu and larger text; Condense menu options
Consistency across devices - Help user picks up where left off by saving last selections
Provide a home page link - Viewer can hit a dead end in research, make sure it’s easy
for viewer to get back to the home page to start over
29. Working With Your Webmaster
There are different approaches to making your website mobile-friendly, so when it
comes to designing and implementing changes, you'll want to work with your
webmaster to find the right solution
Most businesses choose to use responsive design, which means creating a website
layout that flexibly adapts to different screen sizes, resolutions, and devices
Other business owners prefer to have separate versions of their website for desktop
and mobile
We recommend working with your webmaster to see what makes the most sense for
your business, website needs, and webmaster resources
30. Optimize Your Ads For Mobile
Upgrade to expanded text ads
Add a third headline
Add a second description
Use up to 90 characters for each description
Example: Optional 3rd Headline & 2nd Description
31. Expanded Text Ads Overview
3 Headline fields
3rd is Optional. 30 characters per headline. H1 | H2 | H3
Depending on the size of your potential customer’s screen, they may wrap to a second
line. The third headline can appear more often on wide mobile devices
90-character description fields
more control over your ad’s messaging.
The domain of your display URL is based on your final URL domain
Google Ads will use the domain from your final URL and show it as your ad’s display
URL. For example, if your final URL is www.example.com/outdoor/hiking/shoes,
your ad’s display URL will show as www.example.com
32. Expanded Text Ads Overview Continues…
The display URL can include two optional “Path” fields
You can combine your display URL with up to two new optional ”Path” fields. These
fields are added to the display URL after your website’s domain, so you can add text
that will help people who see your ad get a better sense of where they’ll be taken when
they click it. The text you put in the path fields doesn’t necessarily have to be part of
your website’s URL, but it should be related to the content on your landing page. So if
your final URL is www.example.com/outdoor/hiking/shoes, you might want your
path text to be “Hiking” and “Shoes” so your ad’s display URL is
www.example.com/Hiking/Shoes
Expanded text ads are mobile-optimized
A preview of your ad in both desktop and mobile format is generated for you while
you’re creating your expanded text ad.
33. Expanded Text Ads Overview Continues…
The display URL can include two optional “Path” fields
You can combine your display URL with up to two new optional ”Path” fields. These
fields are added to the display URL after your website’s domain, so you can add text
that will help people who see your ad get a better sense of where they’ll be taken when
they click it. The text you put in the path fields doesn’t necessarily have to be part of
your website’s URL, but it should be related to the content on your landing page. So if
your final URL is www.example.com/outdoor/hiking/shoes, you might want your
path text to be “Hiking” and “Shoes” so your ad’s display URL is
www.example.com/Hiking/Shoes
Expanded text ads are mobile-optimized
A preview of your ad in both desktop and mobile format is generated for you while
you’re creating your expanded text ad.
34. Questions We Suggest
How do expanded text ads work on mobile?
Designed to look great across all devices
No device preference setting required
Are expanded text ads available for Display Network campaigns?
To create an expanded text ad for the Display Network, select Text ad at the "All
campaigns" level
You can also copy and paste expanded text ads from Search Network campaigns to
Display Network campaigns
Also consider using responsive ads instead of expanded text ads for your Display
Network campaigns
Responsive ads?
Responsive ads automatically adjust their size, appearance, and format to fit available
ad spaces. So a single responsive ad may appear as a small text ad in one place and a
large image ad in another
35. Q&A Continues…
What are the character limits for expanded text ads fields?
The headline fields up to 30 characters each. The description fields 90 characters
each, and the path fields up to 15 each. Each character in a double width language like
Korean, Japanese, or Chinese counts as 2 characters instead of 1
What happens to my display URL if my final URL has a subdomain?
Mostly, if your final URL has a subdomain, it will be added to display URL. Rarely,
your subdomain may not be added to your display URL. Like, if your subdomain uses
a trademarked term, your display URL may not include your subdomain. You need to
check trademark policy of Google Ads
Difference between the display URL, final URL, landing page URL, and path fields?
Final URL(or landing page URL) is the page that the user ends up on after clicking.
Your display URL is the URL shown in green on your ad below the headline and above
the description. It’s made up of the domain from your final URL plus any content
you’ve added in the ad’s path fields
36. Q&A Continues…
Will all of the text in my expanded text ad show when my ad shows?
Usually when your ad shows, all the ad text that you’ve entered in headline 1, headline
2, and description 1 fields will show along with it
The third headline and second description fields are optional fields that can show
when there is enough space, but are not guaranteed to always show
Google Ads needs to shorten your text, usually with an ellipsis (“...”). For example:
If you use call extensions, the “Call” button may take the place of some of your ad text
If your ad text frequently uses wider characters (like “m”) instead of narrower
characters (like “i”), your headline text may be wider than the space available for it on
some browser sizes. With most Latin languages, you can avoid this by limiting your
combined headline character count to 33 characters total
If your expanded text ads show on the Google Display Network, “Headline 2” may not
show in some ad formats
Note - If you have text that should appear in every ad (such as a legal disclaimer), then
you must include that information in either headline 1, headline 2, or description 1 fields
37. Google Ads Expanded Text Ads – Tip 1
Write NEW Ads! Use the extra characters to say something new. Don’t just add a
second headline. Sometimes, extra information is better than putting 2nd headline.
Example: Google basically did this when they first showed this Guitar Center
expanded text ad during their May announcement
38. Google Ads Expanded Text Ads – Tip 1
Use the extra characters to supplement your existing offers and calls to action and
include more value propositions than you could with a 95-character limit
39. Tip 2 - Most Important Message In The Headlines
H1 is more important than H2
H2 may extend the length of H1 or may appear after a line break
Avoid including critical information such as your call to action in H2. It can cut some
text as …
40. Tip 3 - Write Ads To Speak To Users On All Devices
41. Tip 4 - Include Top Keywords In The Path Fields
New Ads format automatically pull the domain for your display URL from your final
URL, so you no longer need to specify the domain in each and every ad you write
moving forward, which should save a lot of meaningless work for SEMs (you)
You can also optionally add up to 2 fifteen-character path fields to append to your
display UR
Take user to a specific landing page relevant to interests and boost ad’s CTR and CVR
Including a top keyword in your display URL’s path, you make your ad more relevant
to the keywords people are searching for and you can improve your ad’s quality score
and consequently reduce your CPC
42. Tip 5 – Update Your Ad Extensions
As you create new expanded text ads and add more detail to your offers within the
body of your ads, you’ll likely make many of your old ad extensions redundant
Google won’t serve your ad extensions if they only serve to repeat the text already
included in your ads, so make sure as you update your ads you refresh your ad
extensions with new, unique content to promote alongside your new, larger ads
Write Brand New Ads Today
and
Learn by DIY Approach
43. “Discuss Examples/ Case Studies
of some projects for better
knowledge”
Check Live Campaigns by us,
Understand problems, Learn
Solutions
& Plan for your Business
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partner@edu4sure.com