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Table of Contents
• Targeting
• Editorial Rules
• Creating Ad Groups
• Keywords
• Reports
• Matching Parameters
• Adaptive Media Ads
• Ad creation
• Smart Campaigns
• Manual Campaign Setup
• How to Pay?
• Link
Google Ads (formerly Google AdWords) is the world-famous Google search advertising system, created back in 2002.
To work with the system, future Google Ads clients need to create a personal account in Google, registering it to the address of their email.
Today, the Google Ads system is the main profitable and actively developing project, with an even built-in Training Center for the certification program, designed to train in working with Google Ads and subsequent certification in search advertising.
Targeting
Google Google Ads has built-in language and geographical targeting, which are responsible for finding interested customers depending on their nationality or location.
Editorial Rules
To facilitate the process of describing the project in the ad copy, Google Ads system has come up with editorial rules that allow clients to indicate the benefits of the offered services and goods.
Creating Ad Groups
In the Google Ads system, the user can sort ad variations into groups. In the search results, these variations will be displayed and distributed in terms of their effectiveness for further impact on the online audience, i.e., the most popular ads will be displayed more often, the least popular ones - less often.
Keywords
The Google Ads system's keyword selection is handled by a suggestion service with an improved set of tools capable of uploading keywords from a *.csv file, sorting keywords based on their popularity, productivity, price, etc., which ultimately significantly facilitates working with keywords. The service also provides regularly updated statistical reports.
Reports
Statistical information is collected at the following levels:
1) keywords,
2) ad groups,
3) projects,
4) ad campaigns.
Matching Parameters
Depending on the user's needs, be it reducing the cost per click (CPC), cost per 1000 impressions (CPM), or increasing the return on investment, the service can change the matching parameters of keywords. The following types of matching parameters can be identified:
1) broad match (set by default). For example, if the keyword contains the phrase "sports shoes," the ad will be displayed when the user searches for "sports" and when they search for "shoes." The combination with other words and the order of words are not considered.
2) phrase match. Now the word must be enclosed in quotation marks. The ad will be displayed only in the fixed word order: "sports shoes." It will also be shown for the query "fashionable sports shoes," but not when the word order changes, for example, "Adidas sports shoes."
3) exact match. The phrase is enclosed in square brackets. The most specific match. Thus, if the user types [sports shoes], the ad for sports shoes will be displayed; that is, no other words should be used - the query "fashionable sports shoes" will not work.
4) negative keywords. When setting negative keywords, ads are filtered out and not displayed in the search results. If you choose the keyword "sports shoes fashionable," the ad will not be displayed for the query "fashionable sports shoes."
Adaptive Media Ads
When developing the new platform version, the company paid special attention to the development of artificial intelligence, machine learning, and artificial neural networks. Thanks to this, the system can select ads for a specific user, leading to a greater response and increased effectiveness of advertising campaigns.
The advertiser composes 5 headlines, 5 ad texts, and selects up to 15 images. Over several days, the system tests their combinations and notes which ones elicit a greater response from certain groups of people. The optimal ad version is selected based on the person's age, gender, location, habits, and other factors. As a result, different users see different texts when entering the same query. The effectiveness of each ad increases several times, campaign costs are reduced, and revenues from online promotion increase.
Ad Creation
The updated algorithms help increase conversion by 10-15% without changing the advertising campaign budget. The effectiveness of each object can be judged by the table located in the Google Ads section under "Ads and extensions" (further - "View object information"). The table shows which of the proposed headline, description, and image variants elicit more responses and which ones less. The least effective ones can be replaced. Adaptive media ads have proven to increase sales by 3 times, as demonstrated by the Japanese company Rakuten Travel.
Smart Campaigns
"Smart Campaigns" is the first automated innovation implemented under the new Google Ads brand. The system covers people using both mobile devices and computers. It is designed specifically for small business owners to simplify the process of placing ads and speed it up (on average, it takes several minutes to set up a campaign). This is why this method is offered by default to all new users.
Almost all actions occur without human involvement. For example, automated are:
ad creation. Adaptive media ads are composed of headlines, descriptions, and images uploaded by the advertiser and are suitable for placement almost anywhere in the display-media network;
targeting setup. Ads are automatically shown more often where they get more responses (relevant for remarketing as well);
bid setting. Bids are optimized directly during the auction - after the user specifies a daily budget and a target cost per conversion, making the investments most profitable.
The system is aimed at increasing the number of conversions. If it considers the probability of a target action to be high, it will automatically raise the bid, and if low - lower it. At the same time,
Google Ads takes into account the product or service that will be advertised and the goal set by the marketer. Campaign goals include phone calls, website visits, and "Google Maps" actions.
To launch a "smart campaign," the user must set up conversion tracking. Also, at least 50 conversions in the content-media network or 100 in search should have been recorded in the last month.
Interestingly, the advertiser does not need to separately search for search queries - the system displays a list of suitable phrases and sites where the ad may appear.
"Smart Campaigns" not only minimize and optimize time and money expenses, but also free users from the need to create several ads in different formats. They also eliminate errors associated with the human factor.
Manual Campaign Setup
If the advertiser prefers to manage the campaign manually, it can be set up in the classic way, manually. In this case, they have the ability to:
* set bids;
* configure targeting and display method;
* change the ad format;
* select a campaign for a specific device type (e.g., only for mobile).
How to Pay?
Payment in Google Google Ads is made through credit cards, bank transfers, or e-money (PayPal, Yandex.Money or WebMoney). Russian clients, for example, pay for the system's services only in rubles.
Link - https://ads.google.com
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