Edu4Sure - Google Ads Fundamentals

Google Ads & Fundamentals
(+Activities/Examples/Tricks)
Digital Marketing Workshop
partner@edu4sure.com
+91-95.5511.5533
Edu4sure.com

 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

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

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.

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

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.

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

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

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?

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

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

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

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

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

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.

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

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"

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

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.”)

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

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)”

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

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

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

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?

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

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

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

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

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

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

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.

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

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

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

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

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

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 …

Tip 3 - Write Ads To Speak To Users On All Devices

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

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

“Discuss Examples/ Case Studies
of some projects for better
knowledge”
Check Live Campaigns by us,
Understand problems, Learn
Solutions
& Plan for your Business
+91-95.5511.5533Edu4sure.com
partner@edu4sure.com

Edu4Sure - Google Ads Fundamentals

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