Get to know Google Ads

Every second, people turn to Google for the information they need to get things done. Google
Ads is a digital advertising solution that helps you reach this audience and transform them into
valuable customers.

In this module, you’ll learn how Google Ads can help you get in front of people when they're
searching for what you offer.

Why Google Ads?

With Google Ads, you get access to a broad range of advertising products designed to help you
reach customers in the moments that matter. Stay focused on growing your business while
Google's smart technology does the heavy lifting to drive better results from your advertising.

Advance your business goals

Your advertising campaigns should center around the objectives you have for your business.
Take a look at how Google Ads can fuel your business goals.
Select each card to learn more.

Drive sales
Drive sales

Grow online, in-app, in-person, and over-the-phone sales.

Get leads
Get leads

Boost conversions by encouraging people to take action.


 Increase website visits
Increase website visits

Get the right people to visit your website.

Influence consideration
Influence consideration

Encourage people to explore your products and services.

Build awareness
Build awareness

Reach a broad audience and maximize exposure.

Promote your app

Promote your app

Increase installs and interactions with your app.

Get the benefits of Google Ads

To help you grow your business, Google Ads is built around three principles: relevance, control,
and results.
Select the arrow to learn more.

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. Our 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.

Knowledge check
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 of the following
benefits of Google Ads could help you accomplish your goal?
Select the best answer.

Customization: Customize your advertising options with keyword, location, and demographic
targeting.

Control: Choose how much to spend each day and in every ad auction.

Results: Use Google Ads’ measurement tools to understand how your campaigns are
performing.

Relevance: Connect with the right customers at the right times, like when someone is searching
for your products.
SubmitShow Feedback
Grow your business
Based on what you’ve learned so far in this course, how can Google Ads help you achieve your
business objectives?
Write your answer below. Your response is private and won't be shared.
You'll later be prompted to download your notes as a PDF, which you can use as a helpful resource.

SaveClear

Up next
You just learned how Google Ads can help you reach your desired audience, measure advertising
effectiveness, and drive your business forward. Next, let’s explore how to build Google Ads
campaigns tailored to your business objectives.

"The brand used data from their customer loyalty program to target Google
Search ads and create a strategy to bid on users differently at various
stages of the purchase journey, while also driving down their cost-per-
booking. These newly implemented audience and bidding strategies drove
an 83% increase in bookings as compared with previous years, and now
drive 32% of La Quinta's paid hotel bookings through Google." Make me
understand above paragraph specially loyalty program
expand_more

View other drafts


 

volume_up

Sure, I can help you understand the above paragraph, especially the part about the
loyalty program.

La Quinta is a hotel chain that has a customer loyalty program called the La Quinta
Rewards program. This program allows customers to earn points for stays, dining, and
other activities. The points can then be redeemed for free stays, upgrades, and other
rewards.

In the paragraph you mentioned, La Quinta used data from their customer loyalty
program to target Google Search ads. This means that they showed their ads to people
who were already familiar with their brand and had expressed an interest in staying at
their hotels. This made their ads more relevant and likely to be clicked on.

La Quinta also used data from their loyalty program to create a strategy to bid on users
differently at various stages of the purchase journey. This means that they bid more for
users who were closer to booking a hotel room, and less for users who were just
starting their research. This helped them to drive down their cost-per-booking.

The newly implemented audience and bidding strategies drove an 83% increase in
bookings as compared with previous years. This is a significant increase, and it shows
that La Quinta was able to reach more of their target audience and convert them into
customers.

The loyalty program played a key role in this success. By using data from the loyalty
program, La Quinta was able to target their ads more effectively and drive down their
cost-per-booking. This resulted in a significant increase in bookings, which is a great
outcome for La Quinta.

2. Support your business goals with

Google Ads
With Google Ads, you can connect with people finding answers on Search, watching videos on
YouTube, discovering apps on Google Play, and more. You choose where customers might see
your ads when you select your campaign type.
In this module, you’ll learn how to use Google Ads campaigns to achieve your business
objectives.

Why are you learning about Google Ads?

Your anonymous response will be visible to others taking this course.

A
I want to understand the digital marketing landscape.

B
I want to optimize my existing Google Ads campaigns for better performance.

C
I'm looking to start advertising my business online.

D
I want to know which Google Ads campaign best suits my business goals.
Submit
Thanks for participating! After taking this course, you'll have a deeper understanding of how
Google Ads can help you reach your goals.

Here's a breakdown of how others responded:

A
B
C
D
Google Ads campaign types
Advertising with Google Ads starts with creating a campaign based on your business objectives.
Each campaign type determines where your ads appear and the format in which those ads are
displayed. Look at how different campaign types — Search, Display, Video, Shopping, and App
— can support your business objectives.
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.

Select the panel to learn more.

Learn how La Quinta encouraged consideration and drove sales with Search campaigns.

With more than 870 hotels across the U.S., Mexico, and Canada, La Quinta Inns & Suites knew
it was crucial to drive early consideration and re-engage with travelers throughout their trip
research.

The brand used data from their customer loyalty program to target Google Search ads and create
a strategy to bid on users differently at various stages of the purchase journey, while also driving
down their cost-per-booking. These newly implemented audience and bidding strategies drove an
83% increase in bookings as compared with previous years, and now drive 32% of La Quinta's
paid hotel bookings through Google.
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.

Select the panel to learn more.

Learn how Trivago built awareness and increased hotel bookings with Display campaigns.

Trivago, a hotel search platform, used Smart Display campaigns to help travelers around the
world find hotel rooms that meet their travel needs. Their primary goal was to increase bookings
while maintaining steady costs. The travel brand provided headlines, descriptions of its hotel
listings, and images of destinations. Google Ads did the rest — creating over 25,000 tailored ads
and showing them to travelers shopping for hotel deals.

As a result, Trivago drove 36% more conversions at the same cost-per-booking, compared with
similar Display campaigns. The brand now uses Smart Display campaigns across markets in
Europe, Asia, and North America.
Video
With Video ads, you can reach the right audience at scale and capture their attention. 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.

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.

Select the panel to learn more.

Learn how Telecom Egypt boosted brand awareness with Video campaigns.

In 2017, Telecom Egypt launched WE, a 4G service brand. WE had two goals: increase
recognition of their brand as a new mobile operator and drive consumer attention to their prepaid
cards.

As part of their campaign, WE chose to use YouTube to maximize their reach. Their YouTube
campaign ran for one month and used a variety of ad formats and targeting techniques, including
Remarketing, In-Market, and Affinity Audiences. In that time, WE achieved 80% reach among
their intended audience, helping them increase overall awareness. To top it off, their ads saw an
average watch time that was 484% better than similar campaigns they’d run in the past.
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.

Use a Shopping campaign to advertise your online and local inventory, boost traffic to your
website or local store, and find better-qualified leads.

Select the panel to learn more.

Learn how Homebook increased sales with Shopping campaigns.

Homebook is a Polish comparison-shopping service for home & garden decor. After a successful
launch in 2015, the site experienced a drop in performance during early 2018. In response,
Homebook set out to increase the volume and quality of its online traffic.

With the help of Shopping ads, the site saw a 173% uplift in purchases between March and May
2018. Performance hit a record high in April 2018, when Shopping campaigns generated a
further 235% increase in transactions and 156% increase in revenue.
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.

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.

Select the panel to learn more.

Learn how OPAP built awareness and increased installs with App campaigns.

As the leading gaming company in Greece and sponsor of the Athens Classic Marathon, OPAP
launched an app to drive engagement around the marathon and raise funds for two children’s
hospitals.

OPAP had three goals: increase the number of app downloads, decrease the cost per install, and
increase engagement. To meet these goals, OPAP decided to use App campaigns — and the
number of app installs quadrupled from the previous year.
Specialized campaign types
Does your business have specific objectives based on a niche industry or customer base? Google
Ads can help you meet those goals through specialized campaign types.
Select each tab to learn more.

Local
Hotel
Discovery

With Discovery campaigns, 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.

Knowledge check
Every business is unique — including yours! Based on the goals described below, choose the
campaign type that could best help you achieve those objectives.
Drag and drop each item into the correct box.

Display
Increase brand awareness when users are browsing content they’re interested in online.
Shopping
Promote your products, share details about your inventory, and boost traffic to your online or
physical store.
Search
Drive action on your site when users are searching for similar products or services.
Video
Reach your target audience at scale and bring your business’ story to life.
SubmitShow Feedback

Drive efficiency with Smart campaigns

Looking for an automated solution for small businesses? Smart campaigns are here to help! Just
choose your business goals and let machine learning deliver results through Google’s Search,
Display, and Maps networks.

Smart campaigns are the default for advertisers new to Google Ads. They’re a great fit for those
who want an easy way to reach relevant customers and drive results but have limited time or
experience with managing Google Ads campaigns.

Let our smart technology improve your ads, so you can focus on what’s most important —
running your business.

Optimize your campaign

While the campaign type you choose determines where users see your ads, you can customize
plenty of features to make sure you engage the most meaningful audiences, wherever they are.

Select each panel to learn more.

Device targeting

Locations and language targeting

Bidding and budget settings

Ad extensions

Include even more information with your ads, such as location details, links to pages on your
website, and your phone number.
Grow your business
Based on what you've learned in this course, which Google Ads campaign resonates most with
your business goals, and why?
Write your answer below. Your response is private and won't be shared.
You'll later be prompted to download your notes as a PDF, which you can use as a helpful resource.

SaveClear

Recap
Whether you’re looking to increase online sales, bring in new website visitors, get the phones
ringing, or keep customers coming back, Google Ads can help you meet your goals. Use our
wide range of campaigns and services to get in front of more customers and fuel your business
growth.

Up next
Continue to the next module to:

 Check your understanding

 Access helpful resources
 Provide course feedback

2. Support your business goals with

Google Ads
With Google Ads, you can connect with people finding answers on Search, watching videos on
YouTube, discovering apps on Google Play, and more. You choose where customers might see
your ads when you select your campaign type.

In this module, you’ll learn how to use Google Ads campaigns to achieve your business
objectives.

Why are you learning about Google Ads?

Your anonymous response will be visible to others taking this course.
A
I want to understand the digital marketing landscape.

B
I want to optimize my existing Google Ads campaigns for better performance.

C
I'm looking to start advertising my business online.

D
I want to know which Google Ads campaign best suits my business goals.
Submit
Thanks for participating! After taking this course, you'll have a deeper understanding of how
Google Ads can help you reach your goals.

Here's a breakdown of how others responded:

A
B
C
D
Google Ads campaign types
Advertising with Google Ads starts with creating a campaign based on your business objectives.
Each campaign type determines where your ads appear and the format in which those ads are
displayed. Look at how different campaign types — Search, Display, Video, Shopping, and App
— can support your business objectives.
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.

Select the panel to learn more.

Learn how La Quinta encouraged consideration and drove sales with Search campaigns.
With more than 870 hotels across the U.S., Mexico, and Canada, La Quinta Inns & Suites knew
it was crucial to drive early consideration and re-engage with travelers throughout their trip
research.

The brand used data from their customer loyalty program to target Google Search ads and create
a strategy to bid on users differently at various stages of the purchase journey, while also driving
down their cost-per-booking. These newly implemented audience and bidding strategies drove an
83% increase in bookings as compared with previous years, and now drive 32% of La Quinta's
paid hotel bookings through Google.
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.

Select the panel to learn more.

Learn how Trivago built awareness and increased hotel bookings with Display campaigns.

Trivago, a hotel search platform, used Smart Display campaigns to help travelers around the
world find hotel rooms that meet their travel needs. Their primary goal was to increase bookings
while maintaining steady costs. The travel brand provided headlines, descriptions of its hotel
listings, and images of destinations. Google Ads did the rest — creating over 25,000 tailored ads
and showing them to travelers shopping for hotel deals.

As a result, Trivago drove 36% more conversions at the same cost-per-booking, compared with
similar Display campaigns. The brand now uses Smart Display campaigns across markets in
Europe, Asia, and North America.
Video
With Video ads, you can reach the right audience at scale and capture their attention. 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.

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.

Select the panel to learn more.

Learn how Telecom Egypt boosted brand awareness with Video campaigns.

In 2017, Telecom Egypt launched WE, a 4G service brand. WE had two goals: increase
recognition of their brand as a new mobile operator and drive consumer attention to their prepaid
cards.

As part of their campaign, WE chose to use YouTube to maximize their reach. Their YouTube
campaign ran for one month and used a variety of ad formats and targeting techniques, including
Remarketing, In-Market, and Affinity Audiences. In that time, WE achieved 80% reach among
their intended audience, helping them increase overall awareness. To top it off, their ads saw an
average watch time that was 484% better than similar campaigns they’d run in the past.
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.

Use a Shopping campaign to advertise your online and local inventory, boost traffic to your
website or local store, and find better-qualified leads.

Select the panel to learn more.

Learn how Homebook increased sales with Shopping campaigns.

Homebook is a Polish comparison-shopping service for home & garden decor. After a successful
launch in 2015, the site experienced a drop in performance during early 2018. In response,
Homebook set out to increase the volume and quality of its online traffic.

With the help of Shopping ads, the site saw a 173% uplift in purchases between March and May
2018. Performance hit a record high in April 2018, when Shopping campaigns generated a
further 235% increase in transactions and 156% increase in revenue.
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.

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.

Select the panel to learn more.

Learn how OPAP built awareness and increased installs with App campaigns.

As the leading gaming company in Greece and sponsor of the Athens Classic Marathon, OPAP
launched an app to drive engagement around the marathon and raise funds for two children’s
hospitals.

OPAP had three goals: increase the number of app downloads, decrease the cost per install, and
increase engagement. To meet these goals, OPAP decided to use App campaigns — and the
number of app installs quadrupled from the previous year.
Specialized campaign types
Does your business have specific objectives based on a niche industry or customer base? Google
Ads can help you meet those goals through specialized campaign types.
Select each tab to learn more.

Local
Hotel
Discovery

With Discovery campaigns, 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.

Knowledge check
Every business is unique — including yours! Based on the goals described below, choose the
campaign type that could best help you achieve those objectives.
Drag and drop each item into the correct box.

Display
Increase brand awareness when users are browsing content they’re interested in online.
Shopping
Promote your products, share details about your inventory, and boost traffic to your online or
physical store.
Search
Drive action on your site when users are searching for similar products or services.
Video
Reach your target audience at scale and bring your business’ story to life.
SubmitShow Feedback

Drive efficiency with Smart campaigns

Looking for an automated solution for small businesses? Smart campaigns are here to help! Just
choose your business goals and let machine learning deliver results through Google’s Search,
Display, and Maps networks.

Smart campaigns are the default for advertisers new to Google Ads. They’re a great fit for those
who want an easy way to reach relevant customers and drive results but have limited time or
experience with managing Google Ads campaigns.

Let our smart technology improve your ads, so you can focus on what’s most important —
running your business.

Optimize your campaign

While the campaign type you choose determines where users see your ads, you can customize
plenty of features to make sure you engage the most meaningful audiences, wherever they are.

Select each panel to learn more.

Device targeting

Locations and language targeting

Bidding and budget settings

Ad extensions

Include even more information with your ads, such as location details, links to pages on your
website, and your phone number.
Grow your business
Based on what you've learned in this course, which Google Ads campaign resonates most with
your business goals, and why?
Write your answer below. Your response is private and won't be shared.
You'll later be prompted to download your notes as a PDF, which you can use as a helpful resource.
SaveClear

Recap
Whether you’re looking to increase online sales, bring in new website visitors, get the phones
ringing, or keep customers coming back, Google Ads can help you meet your goals. Use our
wide range of campaigns and services to get in front of more customers and fuel your business
growth.

Up next
Continue to the next module to:

 Check your understanding

 Access helpful resources
 Provide course feedback

Manage which searches prompt

your ads
When you create a list of keywords in your ad group, you're telling Google’s algorithm which
customer searches should match with your ads.

In this module, you’ll learn how to customize your keyword list to broaden or narrow those
matches to best suit your campaign goals.

How to control which searches prompt your ads

Select the arrow to learn more.
Step 1: Think like your customer

Match your keywords to what your customers may use when looking for your products or
services. This is called kbeyword targeting.

How to reach a broad audience with match types

Let’s see how Hiroko, a digital marketing manager at a major online bicycle and adventure
sports store, uses match types to set up her keyword lists.

When she wants to get her ads in front of a wider audience and also make sure she isn't
missing any search terms her customers might be using, she uses the broad match and broad
match modifier keyword match types. Let's examine each below.

Broad match (default match type)

Hiroko’s adventure store just increased its bike inventory, and she wants to promote the new
selection. To get her ads in front of the widest possible audience and to make sure she doesn't
miss out on any searches, she uses broad match for her keywords.
Select each panel to learn more.

How does it work?

How does this help Hiroko?

Broad match modifier

Hiroko wants to promote her store’s best-selling blue girls’ bike. To get her ads in front of
a wide audience looking to buy a bike, while still narrowing in on people searching for a blue
girls’ bike, she adds broad match modifiers to her keywords.
Select each panel to learn more.

How does it work?

How does this help Hiroko?

Why will Hiroko’s ad show when the search term is blue bicycles for sporty girls and her broad match
modifier keywords are +blue, +girl, and +bike?

Tip
Broad match is a good fit if you want to spend less time building exhaustive keyword lists.
Your keywords will match to a wider variation of search terms, and you'll reach people not
necessarily searching for your specific brand or business. It’s like casting a wide net to reach
searches related to your keywords.

Broad match modifiers allow you to indicate if there are certain concepts related to your
keywords that must be present in the searches you reach.
Knowledge check
A new suitcase company wants to attract customers to their website. In their situation, what are
the benefits of using broad match?
Select all that apply.

They can make sure to only reach customers looking to purchase carry-ons.

They can reach potential customers that haven't yet heard of their brand.

They will only reach people searching for their brand.

They won’t have to create an exhaustive keyword list of every type of suitcase they sell.
Show AnswerShow Feedback

How to narrow your reach with match types

Now that you know how to reach a broad audience, let’s see how Hiroko uses the phrase
match and exact match keyword match types to narrow the audience that sees her ads.
Phrase match
Hiroko wants to promote a deal on a new kids’ bike called My First Big Bike. To get her ads in
front of only people searching for that bike brand, she adds phrase match to her keywords.
Select each panel to learn more.
How does it work?

How does this help Hiroko?

Will the search term Is my first big bike worth buying? prompt Hiroko’s ad to show if she uses phrase
match on her keyword, “My First Big Bike”?

Exact match
Hiroko is running a sale on kids’ bikes, and she really wants to attract customers looking for
deals. To get her ads in front of people only searching for promotions on kids’ bikes, she
adds exact match to her keywords.
Select each panel to learn more.

How does it work?

How does this help Hiroko?

Will Hiroko’s ad match with the search words best kid bike sales if she uses the exact match
keywords [kids' bike sales]?

Knowledge check
If your exact match keyword is [running shoes], which searches may prompt your ad to show?
Select all that apply.
 running sneakers

Running shoe

shoes for running

shoes best for running

Best running shoes

SubmitShow Feedback

Tip
Phrase match is a good fit if you’re looking for something that’s more flexible than exact
match, but more targeted than broad match. It helps you reach more customers, while still
showing your ads to those most likely searching for your product or service.

Exact match is a good fit if it's important to you to match with very specific user searches. Exact
match keywords allow you to reach only searches that mean the same thing as your keywords.
How to use match types so ads don't show up on the wrong
searches
Let’s see how Hiroko uses negative keywords so that her ads only show to relevant customers.
Negative keywords
Hiroko is targeting the keyword kids’ bikes in broad match and has noticed that her ads are
sometimes matching to the search term kids’ scooters. However, she doesn't have any scooters
in her inventory at the moment. Until she gets more scooters in her store, she wants to put her
ads in front of people only interested in bikes, so she adds -scooter as a negative keyword to her
keyword list.
Select each panel to learn more.

How does it work?

How does this help Hiroko?

Knowledge check
Imagine you have an online store that makes and delivers organic juice (not shakes or smoothies)
in 30 minutes.

Which keyword list would you use to reach each of the following business goals?
Drag and drop each set of keywords into the correct box.

+organic juice (broad match modifier)

-smoothie (negative)
-shakes (negative)
“organic juices” (phrase match)
Increase sales
Increase the number of visitors to your website
SubmitShow Feedback

Compare match types

Picking the right match type for your keywords can help you show your ads to the right people.
Take a look at all the match types below to see how they broaden or narrow your reach.

Match type Special symbol If your keyword is: Then your ads may show on searches if:

Broad match The keyword, or any variations like misspellings,

none children's bicycles synonyms, or related searches, are in any part of t
search terms.
Broad match +children’s +bicycles The keyword, or its close variations, are in any pa
+keyword of the search terms. Additional words may appear
modifier
before, after, or between the search terms.
“children’s bicycles” The keywords within the quotation marks, or its
Phrase match “keyword” close variations, match the search terms. There ca
be any extra words between the search terms.
[children’s bicycles] The exact keyword, or its close variations, mean t
Exact match [keyword] same as the search terms. There can’t be any extra
words before or after the search terms.
Tip
The broader match types (broad and broad match modifier) help you discover terms that you
might not be aware of already, whereas exact match is good for those search terms you know
your customers will be using when they're searching for a product or service that you want to
provide specific messaging for.

Up next
Now that you know how to customize your keyword list to best suit your campaign goals, let’s
take a look at how to complement your keyword strategy with Dynamic Search Ads.

4. Complement your keyword strategy

with Dynamic Search Ads (DSA)
You want to have your ads shown for the searches that are relevant to your business — even the
ones you didn’t come up with! Dynamic Search Ads can help.

In this module, you’ll learn how to complement your keyword strategy with Dynamic Search
Ads.

Imagine you are creating a Search campaign for a bike and sports adventure store. How many
keywords do you think you'll need to add to your ad groups in order for your ads to match to the
most relevant user searches?
Write your answer below.

SaveClear

The challenge of creating keyword lists

Creating keyword lists for user searches that are relevant to your business can be challenging and
time-consuming. The rapid rise in smartphone use and adoption of voice search and digital
assistants have changed the way customers find you, resulting in a high volume of searches you
just can’t foresee.

More and more search moments with new searches are happening every day. In fact, out of all
the searches made on Google daily, 15% have never even been seen before! This can make
manually covering all searches a never-ending task, resulting in lost opportunities.

Building ad creatives at scale and correctly matching them to each of your different landing
pages can also be a demanding task. You might have a website with hundreds, thousands, or
even millions of ever-changing landing pages that require you to update your ad headlines and
display URLs constantly.
So what’s our answer to this daunting problem? Dynamic
Search Ads!

What are Dynamic Search Ads?

Dynamic Search Ads can help you increase the reach of your Search campaigns. Instead of
creating an ad for each page on your site and adding keywords for each of those ads, Dynamic
Search Ads uses Google’s understanding of your site to customize and target your ads.
How Dynamic Search Ads works
How are you, your potential customers, and Google all involved in how Dynamic Search Ads
ultimately works?
1. You specify the pages of your website, daily budget, and an ad template.
2. The customer enters their search term in Google Search.
3. If you have content relevant to the search, Google dynamically generates an ad headline and
destination URL to the best matching page on your site.
Select the panel to learn more.

Get a bit more technical

Note
Dynamic Search Ads produces highly relevant ads that complement your other Google Ads
campaigns. These ads deliver value for relevant searches that aren’t covered by existing
keywords, complementing your keyword strategy and ensuring that you aren’t missing any
relevant searches.
Dynamic Search Ads in action
Let’s take a look at how the process of creating a dynamic search ad happens.
Select the arrow to learn more.
Step 1:

A person types in a search term.

Targeting options for Dynamic Search Ads
You’re in control of how Google matches people’s searches to your site’s content. There are
different site targeting options to choose from, each with a different level of control.
Select each panel to learn more.

Landing pages from standard ad groups

Categories

URL contains

URL is

Page feeds

Key benefits of Dynamic Search Ads

Reach and coverage

Capture more searches!

Match with searches you may have missed and that are highly relevant to your site.
 Efficiency and time savings
Don’t spend time creating endless ads!

Stop managing extensive keyword lists. You no longer need to pause or create ads based on
seasonality or demand, as our web crawling technology manages that for you and is aware of
what your website is offering and when.*

*Crawler takes a few days to update

Transparency and control

Don’t sacrifice control!

Dynamic Search Ads offers full transparency via the Search Term report, control through bids at
the dynamic target level, and exclusions for irrelevant traffic.
Position Dynamic Search Ads based on your business goals
What are your business goals, and how can Dynamic Search Ads help you reach them?
Select each panel to learn more.

Incremental reach

Long-tail automation

Rapid expansion

Recap
Google Search Campaigns are an effective way to reach your customers when they need you the
most — right when they are searching for your products and services using the Google Search
engine. We make it easy for you and your ads to make that lasting connection with your
customers with different matching and keyword options, as well as our machine-learning
algorithm in DSA.
Up next

"Placing quotation marks around the keywords turns them into phrase
match. This prompts your ads to appear only if the keywords within the
quotation marks or close variations of them match a user’s search term.
This is different from broad match modifier as there cannot be any extra
words between the user’s search terms, but similar since extra words can
appear before or after the phrase match." Please make me understand
above paragraph with examples especially 'there can not be any extra
words between the user's search terms' with example
expand_more
volume_up

Sure. Let me explain the paragraph with examples.

 Phrase match is a keyword match type that allows your ads to show for
searches that include your keyword phrase, in any order. For example, if
you bid on the phrase match keyword "running shoes," your ad could
show for searches like "buy running shoes," "best running shoes," and
"cheap running shoes."
 Broad match modifier is a keyword match type that allows your ads to
show for searches that include your keyword phrase, but with any words
before or after it. For example, if you bid on the broad match modifier
keyword "running shoes," your ad could show for searches like "buy
running shoes," "best running shoes," "cheap running shoes," and even
"red running shoes."

The key difference between phrase match and broad match modifier is that
with phrase match, there cannot be any extra words between the user's
search terms. For example, if a user searches for "cheap running shoes," your
ad will not show if you are bidding on the phrase match keyword "running
shoes." However, your ad would show if you are bidding on the broad match
modifier keyword "running shoes."

Here are some more examples:

  Phrase match: "running shoes" will match searches for "running shoes,"
"buy running shoes," "best running shoes," "cheap running shoes," but
not "red running shoes."
 Broad match modifier: "running shoes" will match searches for "running
shoes," "buy running shoes," "best running shoes," "cheap running
shoes," "red running shoes," and any other search that includes the
phrase "running shoes."

I hope this helps! Let me know if you have any other questions.

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"Dynamic Search Ads produces highly relevant ads that complement your
other Google Ads campaigns. These ads deliver value for relevant searches
that aren’t covered by existing keywords, complementing your keyword
strategy and ensuring that you aren’t missing any relevant searches." :
Explain above paragraph in simple and easy english with example
volume_up

Sure, I can explain that in simple English.

Dynamic Search Ads (DSAs) are a type of Google Ads campaign that uses
your website content to automatically create ads that target relevant searches.
This means that you don't have to manually create keywords or ad copy for
each ad. DSAs can be a great way to reach new customers who are
searching for products or services that you offer, even if they haven't visited
your website before.

Here's an example:
  Let's say you have a website that sells shoes. You could create a DSA
campaign that targets searches like "buy shoes," "cheap shoes," and
"running shoes."
 When a user searches for one of these keywords, Google will
automatically create an ad for your website that uses text from your
website, such as the name of your store or the products that you sell.
 The ad will also be targeted to the specific page on your website that is
most relevant to the user's search.

DSAs can be a great way to complement your other Google Ads campaigns.
For example, you could use DSAs to target searches that are not covered by
your existing keywords. This can help you to reach more customers and
improve your return on investment (ROI).

Here's another example:

 Let's say you also have a Google Ads campaign that targets the
keyword "running shoes." However, this campaign only targets searches
for "running shoes" that are very specific, such as "buy running shoes
online."
 You could create a DSA campaign that targets more general searches
for running shoes, such as "running shoes." This would allow you to
reach more customers who are interested in running shoes, even if they
are not sure where to buy them.

DSAs can be a powerful tool for reaching new customers and improving your
Google Ads results. If you're not using them yet, I encourage you to give them
a try.

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Based on your website content, Google creates targetable categories, or
sets of landing pages organized by theme. You decide which sets of pages
to target, how to group similar pages, and the level of granularity. Example:
In an online electronics store, you can target just the “digital camera”
category of the store. : explain above paragraph in simple english with
example
expand_more
volume_up

Sure, I can explain that in simple English.

Dynamic Search Ads (DSAs) use your website content to automatically create
ads that target relevant searches. Google will create targetable categories
based on your website content. These categories are sets of landing pages
organized by theme. For example, if you have an online electronics store,
Google might create a category for "digital cameras."

You can then decide which sets of pages to target with your DSA campaign.
For example, you could choose to target just the "digital camera" category.
This would mean that your ads would only show for searches that are related
to digital cameras.

You can also choose to target multiple categories, or to target all of the pages
on your website. You can also choose the level of granularity of your
targeting. For example, you could choose to target a specific subcategory of
digital cameras, such as "DSLR cameras."

By targeting your DSA campaigns to specific categories, you can ensure that
your ads are shown for the most relevant searches. This can help you to
improve your click-through rate (CTR) and your return on investment (ROI).

Here are some other examples of targetable categories:

 Shoes: Sneakers, boots, sandals, dress shoes

 Clothing: Men's clothing, women's clothing, kids' clothing
 Electronics: Laptops, smartphones, tablets, TVs
  Home goods: Furniture, appliances, home decor
 Travel: Hotels, flights, rental cars, cruises

I hope this helps! Let me know if you have any other questions.

share
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Based on your website content, Google creates targetable categories, or

sets of landing pages organized by theme. You decide which sets of pages
to target, how to group similar pages, and the level of granularity. Example:
In an online electronics store, you can target just the “digital camera”
category of the store. : explain above paragraph in simple English with
examples
expand_more
volume_up

Sure, I can explain that in simple English.

Dynamic Search Ads (DSAs) use your website content to automatically create
ads that target relevant searches. Google will create targetable categories
based on your website content. These categories are sets of landing pages
organized by theme.

For example, let's say you have an online electronics store that sells digital
cameras, laptops, and smartphones. Google might create the following
targetable categories for your website:

 Digital cameras
 Laptops
 Smartphones
  Electronics

You can then decide which sets of pages to target with your DSA campaign.
For example, you could choose to target just the "Digital cameras" category.
This would mean that your ads would only show for searches that are related
to digital cameras, such as "buy digital camera," "best digital camera," and
"digital camera reviews."

You can also choose to target multiple categories, or to target all of the pages
on your website. You can also choose the level of granularity of your
targeting. For example, you could choose to target a specific subcategory of
digital cameras, such as "DSLR cameras."

Here are some other examples of targetable categories:

 Shoes: Sneakers, boots, sandals, dress shoes

 Clothing: Men's clothing, women's clothing, kids' clothing
 Electronics: Laptops, smartphones, tablets, TVs
 Home goods: Furniture, appliances, home decor
 Travel: Hotels, flights, rental cars, cruises

I hope this helps! Let me know if you have any other questions.

Here is an example of how you can use targetable categories in a DSA

campaign:

 You have an online electronics store that sells digital cameras, laptops,
and smartphones.
 You want to create a DSA campaign to target people who are searching
for digital cameras.
 You choose to target the "Digital cameras" category.
 Your ads will now show for searches like "buy digital camera," "best
digital camera," and "digital camera reviews."
 Your ads will also be targeted to the specific pages on your website that
are related to digital cameras, such as the product pages for different
types of digital cameras.
This is just one example of how you can use targetable categories in a DSA
campaign. The specific categories that you choose to target will depend on
your website and the products or services that you offer.

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"You can target pages of your site containing specific strings. Example:
You want to target all the blog-related pages of your electronics website
based on the URL string that appears when you navigate the site. If all of
those URLs follow a similar pattern, like example.com/blog/, you should
target every one that contains "blog.". Explain above paragraph in easy
english with relevant examples
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volume_up

Sure, I can explain that in easy English.

Dynamic Search Ads (DSAs) can be targeted to specific pages on your

website that contain specific strings. This is called URL targeting.

For example, let's say you have an electronics website and you want to target
all of the blog-related pages on your website. You can do this by targeting
pages that contain the string "blog" in the URL.

If all of the blog-related pages on your website have URLs that follow a similar
pattern, such as example.com/blog/, you can target all of those pages by
targeting the string "blog".

Here are some other examples of URL targeting:

  You could target pages that contain the string "contact" in the URL to
target your contact pages.
 You could target pages that contain the string "products" in the URL to
target your product pages.
 You could target pages that contain the string "pricing" in the URL to
target your pricing pages.

URL targeting can be a great way to ensure that your DSA ads are only
shown for the pages that are most relevant to the user's search. This can help
you to improve your click-through rate (CTR) and your return on investment
(ROI).

Here are some things to keep in mind when using URL targeting:

 Make sure that the string that you are targeting is unique to the pages
that you want to target.
 If you are targeting a large number of pages, you may want to use a
wildcard (*) to match multiple strings.
 You can also use negative targeting to exclude certain pages from being
targeted.

I hope this helps! Let me know if you have any other questions.

share
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You can target specific URLs. Example: If you want to create a dynamic ad
group based on your “special offers” page, you can choose to target just
that page. make me understand above paragraph
expand_more
volume_up
Sure, I can explain that.

Dynamic Search Ads (DSAs) are a type of Google Ads campaign that uses
your website content to automatically create ads that target relevant searches.
You can target specific URLs with your DSA campaign. This means that your
ads will only show for searches that are related to the specific pages that you
target.

For example, let's say you have a website that sells shoes. You could create a
DSA campaign that targets the specific URL for your "special offers" page.
This would mean that your ads would only show for searches that are related
to the special offers that you are running on your website.

Here are some other examples of how you could use URL targeting in a DSA
campaign:

 Target your homepage to capture all traffic to your website.

 Target your product pages to promote specific products.
 Target your blog posts to drive traffic to your content.
 Target your landing pages to generate leads or sales.

URL targeting can be a great way to ensure that your DSA ads are only
shown for the pages that are most relevant to the user's search. This can help
you to improve your click-through rate (CTR) and your return on investment
(ROI).

Here are some things to keep in mind when using URL targeting:

 Make sure that the URL that you are targeting is unique to the page that
you want to target.
 If you are targeting a large number of pages, you may want to use a
wildcard (*) to match multiple URLs.
 You can also use negative targeting to exclude certain pages from being
targeted.
I hope this helps! Let me know if you have any other questions.

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"Generate your ad group’s DSA targeting based on a feed of specific URLs,

mapped to custom labels that can be updated automatically. Example: You
want to make a campaign for TVs that are on sale. You’ll need to create a
feed and label all the TVs being sold at a discount “ON_SALE”. In your
dynamic ad group, choose to target custom labels, and enter “ON_SALE”
as a custom label. You’ll also be able to add a custom bid for that target."
Explain with relevant examples
expand_more
View other drafts

1.
2.
3.
4.


 

volume_up

Sure, I can explain that.

Dynamic Search Ads (DSAs) are a type of Google Ads campaign that uses
your website content to automatically create ads that target relevant searches.
You can also target your DSA campaigns to specific pages on your website
that are labeled with custom labels. This is called custom label targeting.

For example, let's say you have an electronics website and you want to create
a DSA campaign to target TVs that are on sale. You can do this by creating a
custom label called "ON_SALE" and then labeling all of the TVs on your
website that are on sale with this custom label.

Once you have created the custom label, you can then target your DSA
campaign to the custom label. This means that your ads will only show for
searches that are related to TVs that are on sale.

Here are some other examples of how you could use custom label targeting in
a DSA campaign:

 You could target a custom label called "NEW_ARRIVALS" to target

pages on your website that contain new products.
  You could target a custom label called "TOP_SELLING" to target pages
on your website that contain your most popular products.
 You could target a custom label called "FREE_SHIPPING" to target
pages on your website that offer free shipping.

Custom label targeting can be a great way to ensure that your DSA ads are
only shown for the pages that are most relevant to the user's search. This can
help you to improve your click-through rate (CTR) and your return on
investment (ROI).

Here are some things to keep in mind when using custom label targeting:

 Make sure that the custom label that you are targeting is unique to the
pages that you want to target.
 If you are targeting a large number of pages, you may want to use a
wildcard (*) to match multiple labels.
 You can also use negative targeting to exclude certain pages from being
targeted.

I hope this helps! Let me know if you have any other questions.

To summarize the example you gave, here are the steps involved:

1. Create a feed of specific URLs for the TVs that are on sale.
2. Label all of the TVs on your website that are on sale with the custom
label "ON_SALE".
3. Create a DSA campaign and target it to the custom label "ON_SALE".
4. You can also add a custom bid for the target to increase or decrease the
amount that you are willing to pay for clicks from that target.

I hope this helps!

Generate your ad group’s DSA targeting based on a feed of specific URLs,
mapped to custom labels that can be updated automatically. Example: You
want to make a campaign for TVs that are on sale. You’ll need to create a
feed and label all the TVs being sold at a discount “ON_SALE”. In your
dynamic ad group, choose to target custom labels, and enter “ON_SALE”
as a custom label. You’ll also be able to add a custom bid for that target."
Explain with relevant examples
expand_more
volume_up

Sure, I can explain that.

Dynamic Search Ads (DSAs) are a type of Google Ads campaign that uses
your website content to automatically create ads that target relevant searches.
You can also target your DSA campaigns to specific pages on your website
that are labeled with custom labels. This is called custom label targeting.

For example, let's say you have an electronics website and you want to create
a DSA campaign to target TVs that are on sale. You can do this by creating a
custom label called "ON_SALE" and then labeling all of the TVs on your
website that are on sale with this custom label.

Once you have created the custom label, you can then target your DSA
campaign to the custom label. This means that your ads will only show for
searches that are related to TVs that are on sale.

Here are some other examples of how you could use custom label targeting in
a DSA campaign:

 You could target a custom label called "NEW_ARRIVALS" to target

pages on your website that contain new products.
 You could target a custom label called "TOP_SELLING" to target pages
on your website that contain your most popular products.
 You could target a custom label called "FREE_SHIPPING" to target
pages on your website that offer free shipping.
Custom label targeting can be a great way to ensure that your DSA ads are
only shown for the pages that are most relevant to the user's search. This can
help you to improve your click-through rate (CTR) and your return on
investment (ROI).

Here are some things to keep in mind when using custom label targeting:

 Make sure that the custom label that you are targeting is unique to the
pages that you want to target.
 If you are targeting a large number of pages, you may want to use a
wildcard (*) to match multiple labels.
 You can also use negative targeting to exclude certain pages from being
targeted.

I hope this helps! Let me know if you have any other questions.

To summarize the example you gave, here are the steps involved:

1. Create a feed of specific URLs for the TVs that are on sale.
2. Label all of the TVs on your website that are on sale with the custom
label "ON_SALE".
3. Create a DSA campaign and target it to the custom label "ON_SALE".
4. You can also add a custom bid for the target to increase or decrease the
amount that you are willing to pay for clicks from that target.

I hope this helps!

share
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Don’t sacrifice control! Dynamic Search Ads offers full transparency via the
Search Term report, control through bids at the dynamic target level, and
exclusions for irrelevant traffic. Explain above paragraph with suitable
examples
expand_more
View other drafts

volume_up
Sure. Dynamic Search Ads (DSAs) are a type of Google Ads campaign that
uses your website content to automatically create ads that target relevant
searches. While DSAs can be a great way to reach new customers and
improve your return on investment (ROI), it's important to not sacrifice control
over your campaigns.

Here are some ways to maintain control with DSAs:

 Use the Search Term report: This report shows you all of the searches
that triggered your DSA ads. This can help you to identify irrelevant
searches that you want to exclude from your campaign.
 Set bids at the dynamic target level: You can set different bids for
different dynamic targets, such as different categories of pages on your
website. This can help you to ensure that you are only paying for clicks
that are likely to be valuable to your business.
 Use negative targeting: You can exclude specific pages from your DSA
campaign by using negative targeting. This can help you to prevent your
ads from showing for irrelevant searches.

Here are some examples of how you can use these controls:

 You can use the Search Term report to identify irrelevant searches, such
as searches for your brand name or your competitors' brand names.
You can then exclude these searches from your campaign.
 You can set different bids for different dynamic targets. For example,
you might want to set a higher bid for the "Products" category than for
the "Blog" category. This can help you to ensure that you are only
paying for clicks that are likely to lead to sales.
 You can use negative targeting to exclude pages that you don't want
your ads to show for. For example, you might want to exclude your
checkout page from your campaign. This can help you to prevent your
ads from showing for searches that are unlikely to lead to conversions.
By using these controls, you can ensure that your DSA campaigns are
effective and that you are only paying for clicks that are likely to be valuable to
your business.

I hope this helps! Let me know if you have any other questions.

Use Dynamic Search Ads as a complement to your existing keyword strategy. This requires little effort
and esures good coverage without complex implementation or campaign management.: please explain
with example

Sure. Dynamic Search Ads (DSAs) are a type of Google Ads campaign that uses your website content to
automatically create ads that target relevant searches. DSAs can be a great way to complement your
existing keyword strategy, as they can help you to reach new customers who are searching for products
or services that you offer, even if they haven't visited your website before.

Here's an example:

Let's say you have a website that sells shoes. You could create a DSA campaign to complement your
existing keyword campaign, which targets keywords like "running shoes" and "buy shoes online." Your
DSA campaign would automatically create ads that target searches that are related to shoes, even if
those searches don't include the keywords that you're targeting in your existing campaign.

This can help you to reach new customers who are searching for shoes, even if they're not sure what
kind of shoes they want or where to buy them.

Here are some of the benefits of using DSAs as a complement to your existing keyword strategy:

Reach new customers: DSAs can help you to reach new customers who are searching for products or
services that you offer, even if they haven't visited your website before.

Improve your click-through rate (CTR): DSAs can help you to improve your CTR by targeting relevant
searches that are more likely to be clicked on by potential customers.

Reduce your costs: DSAs can help you to reduce your costs by targeting searches that are less
competitive, which means that you can bid less for clicks.

Save time: DSAs can save you time by automatically creating and managing your ads.

If you're looking for a way to complement your existing keyword strategy and reach new customers,
DSAs are a great option.
Here are some tips for using DSAs as a complement to your existing keyword strategy:

Start with a small budget: DSAs can be a bit unpredictable at first, so it's a good idea to start with a small
budget and gradually increase it as you see how your campaign performs.

Use negative keywords: Negative keywords can help you to prevent your ads from showing for irrelevant
searches.

Monitor your results: It's important to monitor your results closely and make adjustments to your
campaign as needed.

By following these tips, you can use DSAs as a complement to your existing keyword strategy and reach
new customers who are searching for products or services that you offer.

profile picture

Use Dynamic Search Ads as a complement to your existing keyword strategy. elaborate this line with
examples

View other drafts

Sure. Let me elaborate on the line "Use Dynamic Search Ads as a complement to your existing keyword
strategy."

Dynamic Search Ads (DSAs) are a type of Google Ads campaign that uses your website content to
automatically create ads that target relevant searches. This means that you don't have to manually
create keywords or ad copy for each ad. DSAs can be a great way to reach new customers who are
searching for products or services that you offer, even if they haven't visited your website before.

Your existing keyword strategy, on the other hand, is a more targeted approach to advertising. You
manually select keywords that you think your target audience is likely to search for, and then create ads
that are specifically designed to appeal to those searchers.

So how can you use DSAs as a complement to your existing keyword strategy? Here are a few ideas:

Use DSAs to target long-tail keywords: Long-tail keywords are less competitive than short-tail keywords,
so they can be a good way to reach new customers without spending a lot of money. DSAs can help you
to find long-tail keywords that are relevant to your website content and that your target audience is
likely to search for.

Use DSAs to target new markets: If you're looking to expand into new markets, DSAs can help you to
reach new customers who are searching for products or services that you offer in those markets.

Use DSAs to test new products or services: If you're launching a new product or service, you can use
DSAs to test the market and see how people are responding to it.

Use DSAs to complement your seasonal campaigns: If you run seasonal campaigns, you can use DSAs to
target searches that are related to those campaigns. For example, if you run a holiday shopping
campaign, you could use DSAs to target searches like "Christmas gifts" or "Black Friday deals."

By using DSAs as a complement to your existing keyword strategy, you can reach new customers,
improve your click-through rate (CTR), and reduce your costs.
Here are some examples of how you could use DSAs to complement your existing keyword strategy:

You could use DSAs to target long-tail keywords like "best running shoes for women" or "cheap laptops
under $500."

You could use DSAs to target new markets like Canada or Australia.

You could use DSAs to test new products or services like a new line of clothing or a new subscription
service.

You could use DSAs to complement your seasonal campaigns like a back-to-school sale or a Black Friday
promotion.

By following these tips, you can use DSAs as a complement to your existing keyword strategy and reach
new customers who are searching for products or services that you offer.

Complement your keyword strategy

with Dynamic Search Ads (DSA)
You want to have your ads shown for the searches that are relevant to your business — even the
ones you didn’t come up with! Dynamic Search Ads can help.

In this module, you’ll learn how to complement your keyword strategy with Dynamic Search
Ads.

Imagine you are creating a Search campaign for a bike and sports adventure store. How many
keywords do you think you'll need to add to your ad groups in order for your ads to match to the
most relevant user searches?
Write your answer below.

SaveClear

The challenge of creating keyword lists

Creating keyword lists for user searches that are relevant to your business can be challenging and
time-consuming. The rapid rise in smartphone use and adoption of voice search and digital
assistants have changed the way customers find you, resulting in a high volume of searches you
just can’t foresee.

More and more search moments with new searches are happening every day. In fact, out of all
the searches made on Google daily, 15% have never even been seen before! This can make
manually covering all searches a never-ending task, resulting in lost opportunities.

Building ad creatives at scale and correctly matching them to each of your different landing
pages can also be a demanding task. You might have a website with hundreds, thousands, or
even millions of ever-changing landing pages that require you to update your ad headlines and
display URLs constantly.
So what’s our answer to this daunting problem? Dynamic
Search Ads!

What are Dynamic Search Ads?

Dynamic Search Ads can help you increase the reach of your Search campaigns. Instead of
creating an ad for each page on your site and adding keywords for each of those ads, Dynamic
Search Ads uses Google’s understanding of your site to customize and target your ads.
How Dynamic Search Ads works
How are you, your potential customers, and Google all involved in how Dynamic Search Ads
ultimately works?
1. You specify the pages of your website, daily budget, and an ad template.
2. The customer enters their search term in Google Search.
3. If you have content relevant to the search, Google dynamically generates an ad headline and
destination URL to the best matching page on your site.
Select the panel to learn more.

Get a bit more technical

Using Google’s web crawling technology, Dynamic Search Ads indexes your website and uses
that index list to ultimately determine if a customer’s search is relevant to your business. If the
search term matches the index, Dynamic Search Ads will automatically create a headline and a
destination URL customized to the customer search term and will enter a dynamic search ad
based on your template into the Google Ads auction. You only need to create the description in
the template beforehand — everything else is automatic and based on the customer’s search
term.
Note
Dynamic Search Ads produces highly relevant ads that complement your other Google Ads
campaigns. These ads deliver value for relevant searches that aren’t covered by existing
keywords, complementing your keyword strategy and ensuring that you aren’t missing any
relevant searches.
Dynamic Search Ads in action
Let’s take a look at how the process of creating a dynamic search ad happens.
Select the arrow to learn more.

Step 1:

A person types in a search term.

Step 2:

Google matches that search to the landing page most relevant on your site.
Step 3:

Google's algorithm creates an ad based on your template and a tailor-made headline.

Targeting options for Dynamic Search Ads
You’re in control of how Google matches people’s searches to your site’s content. There are
different site targeting options to choose from, each with a different level of control.
Select each panel to learn more.

Landing pages from standard ad groups

Categories

URL contains

URL is
Page feeds

Generate your ad group’s DSA targeting based on a feed of specific URLs, mapped to custom
labels that can be updated automatically.

Example: You want to make a campaign for TVs that are on sale. You’ll need to create a feed
and label all the TVs being sold at a discount “ON_SALE”. In your dynamic ad group, choose to
target custom labels, and enter “ON_SALE” as a custom label. You’ll also be able to add a
custom bid for that target.

Key benefits of Dynamic Search Ads

Reach and coverage

Capture more searches!

Match with searches you may have missed and that are highly relevant to your site.

Efficiency and time savings

Don’t spend time creating endless ads!

Stop managing extensive keyword lists. You no longer need to pause or create ads based on
seasonality or demand, as our web crawling technology manages that for you and is aware of
what your website is offering and when.*

*Crawler takes a few days to update

Transparency and control

Don’t sacrifice control!

Dynamic Search Ads offers full transparency via the Search Term report, control through bids at
the dynamic target level, and exclusions for irrelevant traffic.
Position Dynamic Search Ads based on your business goals
What are your business goals, and how can Dynamic Search Ads help you reach them?
Select each panel to learn more.

Incremental reach
Long-tail automation

Rapid expansion

“I want to enter new markets quickly.”

Dynamic Search Ads can help you broaden your current activity to new business areas or
countries.

Recap
Google Search Campaigns are an effective way to reach your customers when they need you the
most — right when they are searching for your products and services using the Google Search
engine. We make it easy for you and your ads to make that lasting connection with your
customers with different matching and keyword options, as well as our machine-learning
algorithm in DSA.
Up next
Continue to the next module to:

 Check your understanding

 Access helpful resources
 Provide course feedback

Second-price auctions are a common way to auction off

advertising space. They are used by Google Ads, Bing Ads, and
other advertising platforms.

How Ad Rank determines your ad position

Google Ads calculates Ad Rank for every ad in the auction. Ad Rank determines your ad
position and whether your ads are eligible to show at all. Generally speaking, the ad with the
highest Ad Rank gets to show in the top position, and the ad with the second highest Ad Rank
gets to show in the second position (assuming the ads clear the relevant thresholds), and so on.

At a high level, think of Ad Rank as having five factors.

 Bid
When you set your bid, you're telling Google Ads the maximum amount you're willing to
pay for a click on your ad. You often actually end up paying less, and you can change
your bid at any time.
 Ad rank threshold
To help ensure high-quality ads, we set minimum quality thresholds that an ad must
achieve to show in a particular ad position.
 Context of query
With the ad auction, context matters. When calculating Ad Rank, we look at the search
terms the person has entered, the person’s location at the time of the search, the type of
device they’re using (e.g., mobile or desktop), the time of the search, the nature of the
search terms, other ads and search results that show on the page, and other user signals
and attributes.
 Ad extensions impact
When you create your ad, you have the option to add extra information to your ad, such
as a phone number, or more links to specific pages on your site. These are called ad
extensions.

Google Ads estimates how extensions and other ad formats you use will impact your ad's
performance.
 Auction-time ad quality
Google Ads also looks at how relevant and useful your ad and the website it links to are
to the person who'll see it. Quality Score is an aggregated estimate of our assessment of
the quality of your ad.

"Quality Score is an aggregated estimate of our assessment of the quality

of your ad." Elaborate with examples in simple english
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volume_up
Sure, I can elaborate on that.

Quality Score is an estimate of how relevant and useful your ads are to the people who
see them. It is calculated based on a number of factors, including the relevance of your
keywords to your ad copy, the click-through rate (CTR) of your ads, and the landing
page experience.

A high Quality Score means that your ads are more likely to show at the top of the
search results page and that they are more likely to be clicked on. This can lead to
lower costs per click (CPC) and higher conversion rates.

Here are some examples of how Quality Score can affect your Google Ads campaigns:

 Higher Quality Score = Higher Ad Rank: Ad Rank is a measure of how likely your ad is to
show at the top of the search results page. A higher Quality Score will give your ad a
higher Ad Rank, which means it is more likely to show at the top of the page.
 Higher Quality Score = Lower CPC: CPC is the amount of money you pay each time
someone clicks on your ad. A higher Quality Score can lead to lower CPCs because
your ads are more likely to show at the top of the search results page and because they
are more likely to be clicked on.
 Higher Quality Score = Higher Conversion Rates: Conversion Rate is the percentage of
people who click on your ad and then take a desired action, such as making a purchase
or signing up for your email list. A higher Quality Score can lead to higher conversion
rates because your ads are more likely to be seen by people who are interested in what
you have to offer.

There are a few things you can do to improve your Quality Score:

 Use relevant keywords: Your keywords should be relevant to the products or services
you offer and to the people who are likely to be searching for them.
 Write clear and concise ad copy: Your ad copy should be clear and concise and should
accurately reflect the content of your landing page.
 Optimize your landing page: Your landing page should be relevant to your ad copy and
should be designed to convert visitors into customers.

By following these tips, you can improve your Quality Score and get more out of your
Google Ads campaigns.

I hope this explanation is clear. Let me know if you have any other questions.
The three main factors that determine the quality of an
ad
Advertisers only pay when they actually receive a click on their ad; their order isn’t just
based on bids. Why? We want to show more useful ads in a higher position
on the search results page. Find out which factors help determine the quality of an ad.
Expected clickthrough rate
This is our prediction of how often an ad will be clicked on when it's shown. Across Google, we
rely on user feedback to drive decision making, and user clickthrough rates
(CTRs) tell us what users respond to. By allowing users to vote with their clicks, we
have millions of people who are helping us to decide which ads are best for
each search query.
Ad landing page experience
Users want ad landing pages that help them find what they're looking for. A highly relevant
landing page yields a higher score.

A high-quality landing page should have appropriate and original content

that helps the user complete their task. It should be easily navigable and
transparent about the nature of the business, how the site interacts with the user's
computer, and how it intends to use their personal information.

Ad relevance
Ad relevance is a measure of how well an ad matches what the user is
searching for, and helps to make sure that only useful ads are shown. It also prevents
businesses from simply paying their way onto a search that's unrelated to their product or
service.

Note
During a real-time auction, many additional factors (like the user’s device,
the user’s location, and the time of day) are considered to determine the
quality of an ad.

How Ad Rank influences actual cost per click

Oftentimes, average cost per click (CPC) is not the price you’re paying for each of your clicks.
Because the system is dynamic, the CPC can vary a lot from auction to auction and depends on a
variety of factors, such as the context of each query. It's important to keep in mind that average
CPC is just an average--meaning that the price you pay could be above or below that average.
Higher-quality ads typically lead to lower costs, better ad positions, and
more advertising success. When users see better ads, they’re happier and
more likely to actually click on those ads.

Ad Rank is a measure of how likely your ad is to show at the top of the search results
page. It is calculated based on a number of factors, including your Quality Score, your
bid amount, and the competition for the keyword that you are bidding on.

Actual cost per click (CPC) is the amount of money that you actually pay each time
someone clicks on your ad. CPC is determined by the Ad Rank of your ad and
the bids of the other advertisers who are bidding on the same keyword.

This is because Google

The higher your Ad Rank, the lower your CPC is likely to be.
wants to show the most relevant and useful ads to users, and ads with a higher
Quality Score are more likely to be relevant and useful.

Here are some examples of how Ad Rank can affect CPC:

 Same bid, different Quality Scores: Let's say you and another advertiser are
bidding $5 on the keyword "running shoes." If your Quality Score is 10 and the
other advertiser's Quality Score is 5, your ad is more likely to show at the top of
the search results page and your CPC is likely to be lower.
 Different bids, same Quality Scores: Let's say you and another advertiser both
have a Quality Score of 10, but you are bidding $10 and the other advertiser is
bidding $5. Your ad is still more likely to show at the top of the search results
page because your bid is higher, but your CPC is also likely to be higher.

This is
It's important to keep in mind that CPC can vary a lot from auction to auction.
because the competition for keywords can change from day to day, and the
context of each query can also affect CPC.

For example, if you are bidding on the keyword "running shoes" and someone searches
for "cheap running shoes," your CPC is likely to be higher than if someone searches for
"running shoes."
Overall, Ad Rank is an important factor that affects CPC. By improving your
Quality Score, you can lower your CPC and get more out of your Google Ads
campaigns.

Here are some tips for improving your Quality Score:

 Use relevant keywords: Your keywords should be relevant to the products or

services you offer and to the people who are likely to be searching for them.
 Write clear and concise ad copy: Your ad copy should be clear and concise and
should accurately reflect the content of your landing page.
 Optimize your landing page: Your landing page should be relevant to your ad
copy and should be designed to convert visitors into customers.

By following these tips, you can improve your Quality Score and get more out of your
Google Ads campaigns.

Here are some examples of how Ad Rank can affect CPC:

 Same bid, different Quality Scores: Let's say you and another advertiser are
bidding $5 on the keyword "running shoes." If your Quality Score is 10 and the
other advertiser's Quality Score is 5, your ad is more likely to show at the top of
the search results page and your CPC is likely to be lower.
 Different bids, same Quality Scores: Let's say you and another advertiser both
have a Quality Score of 10, but you are bidding $10 and the other advertiser is
bidding $5. Your ad is still more likely to show at the top of the search results
page because your bid is higher, but your CPC is also likely to be higher.

It's important to keep in mind that CPC can vary a lot from auction to auction. This is
because the competition for keywords can change from day to day, and the context of
each query can also affect CPC.

For example, if you are bidding on the keyword "running shoes" and someone searches
for "cheap running shoes," your CPC is likely to be higher than if someone searches for
"running shoes."

Overall, Ad Rank is an important factor that affects CPC. By improving your Quality
Score, you can lower your CPC and get more out of your Google Ads campaigns.

Here are some tips for improving your Quality Score:

  Use relevant keywords: Your keywords should be relevant to the products or
services you offer and to the people who are likely to be searching for them.
 Write clear and concise ad copy: Your ad copy should be clear and concise and
should accurately reflect the content of your landing page.
 Optimize your landing page: Your landing page should be relevant to your ad
copy and should be designed to convert visitors into customers.

By following these tips, you can improve your Quality Score and get more out of your
Google Ads campaigns.

Expected clickthrough rate: The likelihood that the ad will be clicked

Expected clickthrough rate (eCTR) predicts whether your keyword is likely to lead to an ad
click. However, you should be actively working on improving your clickthrough rate (CTR)
which is often how users who see your ad actually end up clicking on it.

To improve your clickthrough rate, you may want to:

 Be specific in your ad: Include keywords in your ad text (especially in the headline) to show
people that your ad is directly relevant to their search.
 Experiment with different calls to action: Do you offer free shipping or free returns? Call now
vs. book now?
 Highlight a unique benefit of your product or service: What makes you stand out from the
competition? Think about what matters to users (perhaps an exceptional warranty or return
policy).
 Create time- or location-specific ad text: Test seasonal creative around holidays or special
events, or test location-optimized creative.

Ad relevance: How closely the ad matches the intent behind a user's search

To improve your ad relevance, you may want to:

 Add negative keywords: Prevent your ads from showing on unwanted queries or queries not
closely related to your product or service.
 Be specific on mobile: If a user’s mobile search experience is different from desktop, test
mobile-specific creatives.
  Be local: Target the right region for your business by using only the relevant languages and
locations.
 Include relevant search terms in your ad copy: Adding search terms that are related to your
business in your ad copy can help make your ad more resonant for users.

Landing page experience: How relevant, transparent, and easy-to-navigate the page is for users

To improve your landing page experience, you may want to:

 Send traffic to the right landing page: Direct clicks to pages related to a user’s query. If a
search is for “striped shirts,” the landing page should feature striped shirts, not some other variety
of shirts or clothing in general.
 Be consistent: Make sure the landing page continues the conversation set up by your ad and
follows through on the ad’s offer or call-to-action.
 Make your site transparent and trustworthy: Make it easy for visitors to find your contact
information, and clearly state what your business does. If you request personal information from
customers, make it clear why you’re asking for it and what you’ll do with it.
 Work on loading speed and clarity: Help users quickly find what they’re looking for by
prioritizing the content that’s visible above-the-fold.
 Rethink mobile: Ease of navigation is valued by users even more on mobile websites, so make
sure yours is optimized.

What's the value of Google Display ads?

Google Display ads helps you deliver relevant advertising as people browse the web. It connects
your business with your customers — future and existing. With a variety of bidding options,
popular ad formats, and transparency into performance, Google Display ads drives results every
day for thousands of advertisers around the world.

What's a Smart Display campaign?

Smart Display campaigns are a campaign type that uses full automation. It bundles together all
the pillars of successful Display campaigns and accesses the best of Google’s machine learning
capabilities to optimize and automate nearly all aspects of your Display campaigns. You provide
a few inputs: what your ads will say, images you want to use, daily budget, and cost-per-
acquisition (CPA) performance targets. Google will mix and match your ads at scale.

Smart Display campaigns rely on the existing CPA model to set the bids at the right time. They
also use a new auto-targeting infrastructure to deliver the best of Display targeting across the
entire mid- and lower-funnel, and leverage a new auto-optimized creative technology to combine
raw creative assets (logos and images), and build custom ads for each auction.
"What's a Smart Display campaign? Smart Display campaigns are a
campaign type that uses full automation. It bundles together all the pillars
of successful Display campaigns and accesses the best of Google’s
machine learning capabilities to optimize and automate nearly all aspects
of your Display campaigns. You provide a few inputs: what your ads will
say, images you want to use, daily budget, and cost-per-acquisition (CPA)
performance targets. Google will mix and match your ads at scale. Smart
Display campaigns rely on the existing CPA model to set the bids at the
right time. They also use a new auto-targeting infrastructure to deliver the
best of Display targeting across the entire mid- and lower-funnel, and
leverage a new auto-optimized creative technology to combine raw creative
assets (logos and images), and build custom ads for each auction.".
Explain above paragraph with relevant example in easy and
understandable language
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volume_up

Sure, I can explain that.

A Smart Display campaign is a type of Google Ads campaign that uses machine
learning to automate most of the campaign settings. This means that you don't have to
manually choose your targeting, bidding, or creative. Instead, Google will use its data
and algorithms to do this for you.

To create a Smart Display campaign, you'll need to provide a few basic pieces of
information:

 Your campaign budget

 Your target CPA (cost per acquisition)
 Your ad creative (images and text)

Once you've provided this information, Google will start running your campaign. It will
use your budget to show your ads to people who are likely to be interested in your
products or services. It will also automatically optimize your bidding and targeting to get
the most out of your budget.
Here's an example of how a Smart Display campaign might work. Let's say you own an
online store that sells shoes. You create a Smart Display campaign with a budget of
$100 per day and a target CPA of $20. You also provide Google with some ad creative,
such as images of your shoes and text about your products.

Google will then start running your ads on the Google Display Network. This network
includes millions of websites and apps. Google will use its machine learning algorithms
to show your ads to people who are likely to be interested in buying shoes. For
example, Google might show your ads to people who have recently searched for shoes
online or who have visited websites about shoes.

Google will also automatically optimize your bidding and targeting over time. This
means that it will adjust your bids and targeting based on how well your ads are
performing. For example, if your ads are not performing well, Google might lower your
bids or target a different audience.

Smart Display campaigns can be a great way to reach a large audience and promote
your products or services. They are especially useful for businesses that are new to
display advertising or that don't have the time or expertise to manage a complex
campaign.

Here are some of the benefits of using Smart Display campaigns:

 They are easy to set up and manage.

 They use machine learning to optimize your bidding and targeting, so you can get the
most out of your budget.
 They can help you reach a large audience, including people who are already interested
in your products or services.
 They can help you improve your brand awareness and generate leads.

If you're looking for a way to reach a large audience and promote your products or
services, a Smart Display campaign is a great option.

Explain below line with examples "Smart Display campaigns rely on the
existing CPA model to set the bids at the right time. "
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 




volume_up

Sure, I can explain that.

The line "Smart Display campaigns rely on the existing CPA model to set the bids at the
right time" means that Smart Display campaigns use a machine learning model that is
trained on historical data to predict the likelihood of a person converting. This model is
called the CPA model.

The CPA model takes into account a variety of factors, such as the person's
demographics, interests, and browsing history, to predict their likelihood of converting.
For example, if the person is a woman in their 20s who has recently searched for
"shoes," the CPA model might predict that they are more likely to convert than a man in
their 50s who has never searched for shoes.

Smart Display campaigns use the CPA model to set bids for each impression. The
higher the predicted likelihood of conversion, the higher the bid. This means that Smart
Display campaigns are more likely to show your ads to people who are likely to convert,
which can help you improve your return on investment (ROI).

Here are some examples of how the CPA model can be used to set bids:
  If the CPA model predicts that a person is very likely to convert, Smart Display
campaigns might bid $10 for their impression.
 If the CPA model predicts that a person is somewhat likely to convert, Smart Display
campaigns might bid $5 for their impression.
 If the CPA model predicts that a person is unlikely to convert, Smart Display campaigns
might bid $1 for their impression.

The CPA model is constantly learning and improving. As it learns more about your
business and your target audience, it will become better at predicting the likelihood of
conversion. This means that your Smart Display campaigns will become more effective
over time.

Here is an example of how the CPA model might be used to set bids for a Smart
Display campaign for an online shoe store:

 The store sets a target CPA of $20.

 The CPA model predicts that a woman in her 20s who has recently searched for "shoes"
is 50% likely to convert.
 Based on this prediction, the Smart Display campaign might bid $10 for an impression of
this ad to this person.
 The store might also set a maximum bid of $15 for this ad. This means that the Smart
Display campaign would never bid more than $15 for an impression of this ad, even if
the CPA model predicts a higher likelihood of conversion.

I hope this explanation is helpful. Please let me know if you have any other questions.

Note
To be eligible to set up a Smart Display campaign, you need to have
gotten at least 50 conversions on Display — or at least 100 conversions
on Search — in the last 30 days.
Explain below line with examples "Smart Display campaigns rely on the
existing CPA model to set the bids at the right time. "
volume_up

Sure, I can explain that.

The line "Smart Display campaigns rely on the existing CPA model to set the bids at the
right time" means that Smart Display campaigns use a machine learning model that is
trained on historical data to predict the likelihood of a person converting. This model is
called the CPA model.

The CPA model takes into account a variety of factors, such as the person's
demographics, interests, and browsing history, to predict their likelihood of converting.
For example, if the person is a woman in their 20s who has recently searched for
"shoes," the CPA model might predict that they are more likely to convert than a man in
their 50s who has never searched for shoes.

Smart Display campaigns use the CPA model to set bids for each impression. The
higher the predicted likelihood of conversion, the higher the bid. This means that Smart
Display campaigns are more likely to show your ads to people who are likely to convert,
which can help you improve your return on investment (ROI).

Here are some examples of how the CPA model can be used to set bids:

 If the CPA model predicts that a person is very likely to convert, Smart Display
campaigns might bid $10 for their impression.
 If the CPA model predicts that a person is somewhat likely to convert, Smart Display
campaigns might bid $5 for their impression.
 If the CPA model predicts that a person is unlikely to convert, Smart Display campaigns
might bid $1 for their impression.

The CPA model is constantly learning and improving. As it learns more about your
business and your target audience, it will become better at predicting the likelihood of
conversion. This means that your Smart Display campaigns will become more effective
over time.

Here is an example of how the CPA model might be used to set bids for a Smart
Display campaign for an online shoe store:

 The store sets a target CPA of $20.

 The CPA model predicts that a woman in her 20s who has recently searched for "shoes"
is 50% likely to convert.
 Based on this prediction, the Smart Display campaign might bid $10 for an impression of
this ad to this person.
 The store might also set a maximum bid of $15 for this ad. This means that the Smart
Display campaign would never bid more than $15 for an impression of this ad, even if
the CPA model predicts a higher likelihood of conversion.

I hope this explanation is helpful. Please let me know if you have any other questions.
Ad extensions enrich text ad by showing extra information about the
advertiser's business. Google Ads automatically serves the ad extensions
that are predicted to have a positive impact on performance.

How are ad extensions served?

All available extensions in the ad extensions section are designed to co-trigger. At any given
time, up to four extensions can show for a particular query or device.

In fact, Google Ads shows one or more extensions with your client’s ad when it calculates that
the extension (or combination of extensions) will improve campaign performance, and when the
Ad Rank is high enough for it to appear.

Note
Avoid confusion when it comes to structured snippets vs. callout extensions. Structured snippets
highlight specific aspects of the products or services offered, while callouts highlight what makes
a whole business unique.

A bid modifier is a way to increase or decrease the amount that you are willing to pay
for a click on your ad. You can use bid modifiers to target specific locations,
demographics, or other factors.

In this case, we are talking about adding a bid modifier for users who are close to a
store location. This means that we are willing to pay more for clicks from these users,
because we believe that they are more likely to visit the store.

For example, let's say that we are a coffee shop with a store in San Francisco. We
could add a bid modifier of 2 for users who are within 10 miles of our store. This means
that we would be willing to pay twice as much for a click from these users than we
would for a click from someone who is not close to our store.

This strategy can help to boost the visibility of our ads to people who are more likely to
be interested in visiting our store. As a result, we can increase the chances that these
people will actually visit our store.

Here are some other examples of how you could use bid modifiers to boost the visibility
of your ads:

 You could add a bid modifier for users who are searching for keywords that are
related to your products or services.
  You could add a bid modifier for users who are in a specific demographic, such
as age or gender.
 You could add a bid modifier for users who are using a specific device, such as a
smartphone or tablet.

Bid modifiers can be a powerful way to target your ads and improve your results. By
understanding how they work, you can use them to boost the visibility of your ads and
get more clicks.

Optimization score looks across key aspects of your campaigns to identify

opportunities for improvement. Apply these recommendations to get the
best results for your advertising budget.

How does Performance Planner forecast campaign

performance?
Performance Planner uses a combination of account history and machine learning to power
forecasts. In Google Ads tools, forecasts must meet a certain level of accuracy. As a result, the
confidence interval of these forecasts is likely greater than that of other available forecast tools.
Google Search ad auctions — made up of billions of searches per week — powers our forecast engine.
Our forecast engine simulates relevant ad auctions with query level variables, including seasonality,
clickthrough rate, competitors, landing page, and time of day.
We use machine learning to fine tune forecasts and achieve a higher level of accuracy.
We perform forward and backward measurements of accuracy for thousands of campaign samples —
across one, seven, 30, and 90 day periods — to ensure we’re making valid recommendations.

Performance Planner is different from the Recommendations page. On the

Recommendations page, you can apply optimization suggestions to help
improve your campaigns. Whereas Performance Planner is your go-to tool
for deciding the budget required to help reach your marketing goals.

Performance Planner highlights growth opportunities for your Google Ads always-on campaigns. Having
the optimal budgets and bids is crucial to making the most of your marketing budget and growing your
business with Google Ads.

Forecasts are based on Google data and your account’s historical

performance, and then validated using machine learning. That means
Performance Planner plans are more likely to hit KPIs than prior
estimation methods.
Get the benefits of machine learning
Performance Planner helps you discover the best bids and budgets so you can drive the most conversions
for any spend scenario.

How to use Performance Planner

1. Create a new budget plan to learn the best bids and budgets for your
campaigns to drive incremental conversions.
2. Explore further optimizations and forecast how you can grow your business
with Google Ads.
3. Review and implement changes prescribed by your Performance Planner plan.
4. Ensure you react to external factors and optimize to the target metrics set. Use
Performance Planner on a monthly basis for best results.

Why should I use Performance Planner every month?

Seasonality, fluctuating auctions, and competitors mean that Google Ads campaigns should be
planned and optimized on at least a monthly basis.

Using Performance Planner every month lets you optimize your budgets and bids so you can
drive more conversions for the same investment.

What changes will Performance Planner recommend?

Once you use Performance Planner to create a plan with the target date, campaigns, budget,
target conversion volume, and target cost-per-acquisition (CPA) for upcoming periods, the tool
will provide one of the recommendations below. These recommendations are campaign settings
forecasted to help drive maximum conversions and the most efficient return on your investment
for your targeted budget.
Search Manual cost-per-click (CPC) or Enhanced CPC campaigns
Recommended average daily budget and campaign bid scaling (1.5 scaling means + 50% bid
scaling)
Search Maximize Clicks or Maximize Conversions campaigns
Recommended average daily budget
Search Target CPA or Target return on ad spend (ROAS) campaigns
Recommended average daily budget, Campaign-level Target CPA, or Campaign-level Target
ROAS

Google Display ads is designed to help you find the right audience. Its targeting options allow you to
strategically show your message to users at the right place and the right time.
2. Build awareness
When you want to reach a broad audience and maximize your brand exposure, we recommend
selecting build awareness as your Display campaign marketing objective.

3. Influence consideration
When you want to engage with users that are actively researching products or services, we
recommend selecting influence consideration as your Display campaign marketing objective.
In-Market audiences
Reach potential customers while they're actively browsing, researching, or comparing the types
of products you sell and are close to a conversion. Connect with those most interested in what
you have to offer, using precise segments that classify users based on their demonstrated in-
market behavior and purchase intent.
Select the panel to learn more.

How will Hiroko use this?

In-Market Audiences are a powerful way to drive consideration among people who are actively
researching and intending to buy new products or services.

Hiroko will use the In-Market audience segment for outdoor recreational equipment.
Custom Intent audiences
If you want to create a tailored audience that isn't covered in one of our In-Market audience
segments, Custom Intent is for you! Define and reach people that have the intent to purchase,
updated in real-time. Simply enter keywords or URLs that best represent your audience or
choose from one of our auto-created audiences.
Similar Audiences
Similar Audiences finds users that are similar to an original remarketing list or other uploaded
compatible list. It finds users that are similar in profile based on their recent browsing and
interests around different topics.
Select the panel to learn more.

How will Hiroko use this?

Hiroko will use a “Similar to Cart Abandoners” remarketing list that's automatically created from
her “Cart Abandoners” remarketing list.

When you want to re-engage with users that have already shown interest in your brand, we recommend
selecting drive action as your Display campaign marketing objective.–
If you're looking for a way to reach people who are already
interested in what you have to offer, then custom intent
audiences are a great option.
Example: Hiroko wants to find a specific niche set of customers interested in purchasing children's
bicycles. She can do this by creating custom audience segments using keywords, URLs, and apps as
inputs.

Similar Audiences is a Google Ads feature that allows you to find new users who are
similar to your existing customers or website visitors. This is done by comparing the
browsing and search history of your existing audience to the browsing and search
history of other users on the internet.

For example, if you sell shoes, you could create a similar audience of people who are
similar to your existing customers who have bought shoes from your website. Google
Ads would then find new users who have a similar browsing and search history to your
existing customers, such as people who have searched for keywords related to shoes
or who have visited websites about shoes.

Similar Audiences can be a great way to reach new customers who are already
interested in what you have to offer. This can help you to improve your conversion rates
and get more sales.

Here are some examples of how you could use Similar Audiences:

 Reach new customers who are similar to your existing customers.

 Target your ads to people who are interested in specific products or services.

 Increase brand awareness among people who are already

interested in what you have to offer.
 Improve your conversion rates.
 Get more sales.

If you're looking for a way to reach new customers who are already interested in what
you have to offer, then Similar Audiences is a great option.

Here are some of the benefits of using Similar Audiences:

  Reach new customers who are similar to your existing customers.
 Improve your conversion rates.
 Get more sales.
 Target your ads more effectively.
 Save money on your advertising campaigns.

However, it is important to note that Similar Audiences is not a perfect science. It is

possible that the users that Google Ads finds to be similar to your existing audience
may not actually be interested in what you have to offer. Therefore, it is important to test
Similar Audiences carefully before you use it to target your ads.

I hope this explanation is helpful. Let me know if you have any other questions.

YouTube's audience solutions deliver proven results for everything from increasing awareness to
driving action. Let's take a look at the solutions we offer for three important marketing
objectives.

Select the arrow to learn more.

 Awareness
Choose audiences based on the focus of their attention.

Recommended audience solution

 Demographics (including Detailed Demographics)
 Affinity
 Custom Affinity

Recommended measurement solution

 Unique Reach
 Ad Recall
 Awareness Lift

Consideration
Choose audiences where your message can help them decide which product or service
to buy

Recommended audience solution

 In-Market
  Life Events

Recommended measurement solution

 Views
 CPVs
 Consideration Lift
hoose audiences based on the probability that they'll buy a product or service

Recommended audience solution

 Custom Intent
 Customer Match
 Remarketing and Similar Audiences

Recommended measurement solution

 Conversion Tracking
 CPAs
 Geo-Experiment (CPG only)
 Store visits
 Media Mix Modeling (via 3rd party)
Top takeaways
YouTube audience solutions offer benefits that only Google can provide,
including real-time data, powerful signals, and cross-device reach.
Connect with people based on their demographics, interests and habits,
and purchase intent.

Detailed Demographics allows you to connect with consumers who are

more likely to be influenced by your products or services.

YouTube offers a variety of detailed demographics

Demographic targeting allows you to reach audiences based on quantifiable characteristics. Let's
take a closer look at the available characteristics.
Select each panel to learn more.

Parenting stages

Parental status
Household income

Homeownership status

Marital status

Education

Employment

Reach people by their employer's company size or industry, as this may impact the products or
services they're interested in.

For example, a paper company might want to reach a mid-sized company in a specific industry.

Top takeaways
Use Affinity to reach people on YouTube based on their consumption
habits. Leverage Custom Affinity when you need to develop a unique
audience to deliver a niche message to, at scale.

Available intent audience solutions

Let's take a look at the range of intent audience solutions that Google offers.
In-Market Audiences
Highly qualified consumers ready to make a purchase

Connect with people who are actively researching or intending to buy a product or service.

Example: An auto advertiser that wants to reach people who are currently in market for a new
car
 Life Events
Consumers at important transition points in their lives

Engage with people in the middle of important life milestones and likely to make major purchase
decisions.

Example: A mattress company that wants to reach people who are moving

Custom Intent Audiences

Consumers who’ve searched for specific products or services

Reach people who have turned to Google.com to research products prior to purchase.

Example: A travel company that wants to reach people researching their next vacation

Remarketing
Consumers who’ve interacted with you already

Reinforce messaging with people who’ve visited your website already or interacted with your
YouTube video or channel.

Example: An electronics company that wants to reach people who watched an unveiling video
for their new phone

Customer Match and Similar Audiences

Consumers that you have CRM data for

Re-engage existing customers, find new users, or develop similar audiences based on data such
as email, address, phone number, or device ID.

Example: A credit card company that wants to reach existing card users for upgrades
More on In-Market Audiences
Let's take a closer look at how In-market audiences work.
Select each panel to learn more.

What is it?

In-market audience segments enable you to reach people who:

 Are in the right mindset

 Have indicated intent to purchase (for example, by visiting consumer review and price
comparison sites)
 Are incremental to those already on a remarketing list (for example, people with an intent to buy,
but who may not be familiar with your site)

Who is it for?

 Performance advertisers that want to reach customers further down the consideration funnel, who
have a higher likelihood of converting
 Advertisers that use remarketing but want to drive new, incremental customers to their site
Custom Intent
Now you can reach people who are actively researching your product on Google.com to drive
action on YouTube. This is significant, as 85% of people who use Google search are also on
YouTube! Here's what you can accomplish with Custom Intent:

 Build a customizable audience using search keywords you choose.

 Amplify your search audience with action-oriented video formats.
 Extend reach and capture attention during an active purchase decision.
 That's right!
 Reinforce your messaging with people who’ve visited your website or interacted with
your YouTube video or channel with Remarketing.

 Reach people preparing to get married to promote honeymoons at beach resorts with Life
Events.

 Re-engage existing customers, find new users, and develop similar audiences
with Customer Match and Similar Audiences.

 Reach users in-market for travel to Hawaii to drive reservations at a specific hotel
with In-Market Audiences.
Top takeaways
 Recommend in-market audiences to drive consideration among people who are
actively researching and intending to buy products or services you offer.
 Recommend Similar Audiences to reach new users beyond their remarketing lists,
who share the same characteristics as your best customers.
 Recommend Custom Intent to drive action on YouTube by reaching people after they search
for your keywords on Google.
Recap
YouTube's audience solutions help brands use powerful signals to reach the right audience.
Using strong intent signals from across the ecosystem, Google reaches people based on interests
and characteristics to drive awareness and consideration goals.

Brand marketers often want to leverage their own data to reach audiences on YouTube. Three
audience solutions that allow marketers to use their first-party data are: remarketing, Customer
Match, and Similar Audiences.

6. Check your knowledge

It’s time to check what you’ve learned.

Answer the questions correctly to complete this course.

True or false? Google audiences are updated on every impression, so advertisers can reach only
the most relevant consumers on YouTube.
Select the best answer.

True
False
SubmitShow Feedback

Which of the following is not an example of Detailed Demographics?

Select the best answer.

Car ownership status

Marital status
Parenting stages
 Homeownership status
SubmitShow Feedback

You want to reach people who are searching for content about the Manchester United Football
Club. Which audience solution should you use?
Select the best answer.

Customer Match
Affinity
Detailed Demographics
Custom Affinity
SubmitShow Feedback

You want to find new, high-value customers using their data. Which audience solution should
you use?
Select the best answer.

Affinity
Customer Match
In-Market
Similar Audiences
SubmitShow Feedback

You want to re-engage with people from your CRM database that bought something from your
website in the past six months. Which audience solution should you use?
Select the best answer.

Customer Match
Affinity
Custom Affinity
In-Market
SubmitShow Feedback

Resources
To learn more about connecting with your audience on YouTube, select the link below.
Think with Google: Audience solutions ↗
 Ad Preferences Manager ↗

Visit Google Ads Help ↗

Congratulations!

Which advertisers are best suited for bumpers?

Select all that apply.

An advertiser who's looking to drive incremental reach and brand impact to their TrueView or
Google Preferred campaigns
An advertiser who wants to increment their video view count
An advertiser who's focused on corporate responsibility and looking to tell a brand story about their
philanthropic deeds
An advertiser with upper funnel campaign goals who wants greater reach at a relatively low CPM,
especially on mobile

Top takeaways
 Bumpers are six-second ads that deliver reach and brand impact.
 Bumpers have the lowest CPM among in-stream video formats and serve predominantly on
mobile.
 This ad format is best suited for advertisers who want broad reach, low CPMs, and video
completion.
 When bumpers are combined with a longer form creative, it helps drive incremental brand lift and
reach.

Enhanced CPC (ECPC) is a bidding strategy in Google Ads that automatically adjusts your manual
CPC (Cost-Per-Click) bids in real-time to maximize the chances of conversion. It uses historical data
and machine learning to increase or decrease your bid within a set limit based on the likelihood of a
click leading to a conversion.

Here's how it works with an example:

Example: Let's say you're running an e-commerce website that sells shoes. You have a Google Ads
campaign for a specific shoe model, and your manual CPC bid for a click on that ad is $1.

With ECPC enabled, Google's algorithm will analyze various factors, such as the user's device,
location, time of day, and their past browsing behavior on your website, to estimate the likelihood of
that click resulting in a purchase. If the algorithm determines that a particular click has a higher
chance of converting, it might automatically increase your bid by a certain percentage, let's say 20%.
So, for that click, your bid would become $1.20.

On the other hand, if the algorithm predicts a lower likelihood of conversion for another click, it
might reduce your bid by a certain percentage, e.g., 10%, making your bid $0.90 for that click.

Key points to understand about Enhanced CPC:

1. Manual Control: You still set your initial manual CPC bids, and ECPC adjusts them within the
limits you specify. You can choose to use ECPC for individual campaigns or ad groups.
2. Conversion Tracking: ECPC relies on conversion tracking data. For it to work effectively, you
need to have conversion tracking set up in your Google Ads account to track actions like
purchases, sign-ups, or other valuable interactions on your website.
3. Bid Limits: You can set a limit on how much ECPC can increase or decrease your bids. This
gives you control over how much automation is applied.
4. Performance Improvement: ECPC is designed to help improve your campaign's overall
conversion rate and ROI by allocating more budget to clicks with a higher likelihood of
converting.
5. Ongoing Monitoring: It's essential to regularly monitor your campaigns when using ECPC to
ensure it aligns with your campaign goals and objectives. Adjust bid limits or disable ECPC if
necessary.

Enhanced CPC can be a valuable tool in your Google Ads strategy, helping you make more informed
bidding decisions and potentially improving your campaign's performance by optimizing bids for
conversions.

Campaign Goals and Objectives in Digital Marketing:

1. Brand Awareness:
 Goal: To increase the visibility and recognition of your brand or product.
 Objective: Achieve a certain number of impressions or reach a specific
audience.
 Example: A new clothing brand wants to introduce itself to a broader
audience. They run display ads on social media platforms to ensure their
brand is seen by 500,000 people in their target demographic.
2. Lead Generation:
 Goal: To collect potential customer information for future marketing
efforts.
 Objective: Gather 1,000 email addresses through a landing page or sign-
up form.
  Example: A software company runs a Google Ads campaign to promote a
free ebook related to their industry. The goal is to capture leads by
offering the ebook in exchange for email addresses.
3. Sales and Conversion:
 Goal: To generate immediate sales or conversions on your website.
 Objective: Achieve a 5% conversion rate on a product page, resulting in
100 sales.
 Example: An e-commerce store launches a Google Shopping campaign to
sell its new line of sneakers. They aim for a specific number of sales within
a given timeframe.
4. Website Traffic:
 Goal: To increase the number of visitors to your website.
 Objective: Drive 10,000 users to your blog post in one month.
 Example: A content marketing agency promotes a blog post on social
media to attract traffic to their website and position themselves as an
industry authority.
5. Customer Retention and Loyalty:
 Goal: To retain and engage existing customers.
 Objective: Achieve a 20% increase in customer engagement on social
media.
 Example: An online subscription service launches an email marketing
campaign with exclusive discounts and content for existing customers to
boost engagement.
6. Social Media Engagement:
 Goal: To encourage interaction and engagement on social media
platforms.
 Objective: Obtain 1,000 likes, comments, and shares on a Facebook post.
 Example: A non-profit organization launches a Facebook campaign to
raise awareness about a cause and encourages the community to engage
with their posts.
7. Return on Investment (ROI) Improvement:
 Goal: To increase the overall return on investment for digital marketing
efforts.
 Objective: Achieve a 15% increase in ROI by optimizing ad spend and
conversion rates.
 Example: A software company reviews its advertising campaigns, adjusts
targeting, and optimizes landing pages to boost ROI while keeping costs
in check.
Each campaign goal and objective should align with your overall business objectives, be
measurable, and have a clear timeframe for achievement. By setting specific goals and
objectives, you can measure the success of your digital marketing campaigns and adjust
strategies as needed to maximize their impact on your business.
Sure, let's break down the idea of "funnel keywords with high assist value in conversion"
in simple terms with examples.

Imagine you're planning a big party, and you want to make sure everyone has a great
time and buys tickets to attend. You're like a marketer trying to sell those party tickets.

Now, think of your party ticket sales process as a "funnel." It's like a funnel because at
the top, you have many people who are just curious about the party, and as they move
down, only some of them will actually buy tickets.

Here's how it works:

1. Top of the Funnel (Awareness Stage): This is where people first hear about
your party. They might search for things like "upcoming events in the city" or "fun
parties this weekend."
 Example: Imagine someone searches for "fun things to do this weekend"
on Google.
2. Middle of the Funnel (Consideration Stage): Now, some of those curious folks
are interested and want more details. They might search for "best nightclub
parties on Saturday" or "VIP party experiences."
 Example: After seeing the list of events, someone searches for "VIP party
tickets for Saturday night."
3. Bottom of the Funnel (Conversion Stage): Finally, a few people are convinced
and ready to buy tickets. They might search for "buy tickets for Sunshine Party on
Saturday."
 Example: Someone decides to purchase and searches for "Sunshine Party
Saturday ticket price."

Now, let's talk about "keywords with high assist value."

Imagine that before someone buys a ticket to your party, they searched for "best dance
clubs in the city" and "Saturday night party ideas" at the top of the funnel. These
searches didn't directly lead to a ticket purchase, but they contributed to the person's
decision to attend your party.
So, "keywords with high assist value" are like those early searches. They didn't directly
result in a sale, but they helped people move down the funnel and eventually buy
tickets. These keywords play a supporting role in the conversion process.

In our party example, "best dance clubs in the city" and "Saturday night party ideas" are
keywords with high assist value because they assisted in convincing people to attend
your event, even though they didn't directly search for your party initially.

In marketing, identifying and understanding these assist keywords helps you create a
well-rounded strategy that considers the entire customer journey, from initial awareness
to the final conversion.

Certainly, let's make it simple to understand. Imagine you have a jar of your favorite
candies, and you want to eat as many candies as possible without spending too much
money.

Here's how it works:

Maximize Conversions (without a CPA Target):

It's like saying, "I want to eat as many candies as I can, but I won't worry about how
much each candy costs."

Now, let's break it down:

1. Drive as much conversion volume as possible: This means you want to achieve
as many successful outcomes as you can. In the candy example, it's like saying, "I
want to eat as many candies as possible."
2. Within your budget: You have a limit on how much money you can spend. So,
you can't eat all the candies in the world; you have to stick to the ones you can
afford.

Example:

Let's say you have $10 to spend on your candy jar, and each candy costs different
amounts. Some candies are cheap, like $0.10 each, while others are fancy and cost $1
each.
With "Maximize Conversions (without a CPA Target)," you're saying, "I want to eat as
many candies as possible, no matter the cost of each candy, but I won't spend more
than my $10 budget."

So, you might eat 50 of the cheap candies (50 x $0.10 = $5) and 2 of the fancy candies
(2 x $1 = $2), spending a total of $7. You got to enjoy a variety of candies and used up
your budget without worrying about the cost of each candy.

In online advertising, it's similar. You're telling the advertising system, "I want as many
people to take the desired action on my website (like making a purchase) as possible,
without worrying too much about how much each action costs me, as long as it stays
within my budget." This strategy aims to get you the most results within your spending
limit, even if the cost of each result varies.

Certainly, let's simplify "Maximize Conversions (with a CPA target)" with an

easy-to-understand example.

Imagine you're a pizza shop owner, and you have a specific budget for
advertising your pizza delivery service. You also want to make sure that for
every pizza you sell through your ads, you don't spend more than a certain
amount on advertising. This amount is your "average cost-per-acquisition"
(CPA) goal.

Here's how it works:

1. Maximize Conversions: You want to get as many people as possible to

order pizzas through your online ads. In other words, you want your ads
to lead to lots of pizza orders.
2. With a CPA Target: But here's the catch – you don't want to overspend
on advertising. You've decided that you can afford to spend, let's say, $5
on advertising for each pizza order you receive. This $5 is your CPA
target.

Now, let's look at an example:

Example:
You have a budget of $50 for your online pizza ads, and you want to make
sure your CPA stays at or below $5 per pizza order.

 If your ads are really effective, you might get 10 people to order pizzas
through your ads, spending a total of $50 on advertising (10 orders x $5
CPA). You used up your budget and achieved your CPA target.
 On another day, your ads might not work as well, and you only get 8
people to order pizzas through your ads, spending a total of $40 on
advertising (8 orders x $5 CPA). This time, you didn't use your entire
budget, but you still met your CPA target.

So, "Maximize Conversions (with a CPA target)" is like telling the advertising
system, "I want to get as many pizza orders as possible through my ads, but I
won't spend more than $5 on advertising for each order." This strategy helps
you make the most of your budget while ensuring you meet your cost-per-
acquisition goal for each action you want from your ads.

You must be tracking conversions for conversion-focused bid strategies to

work properly, with the exception of eCPC on Display. Please explain in easy
language with relevant examples
ChatGPT
Certainly, let's break down the idea of "tracking conversions for conversion-
focused bid strategies" with an easy-to-understand example.

Imagine you're a lemonade stand owner, and you want to know how
effective your advertising is at getting people to buy lemonade. To do this,
you keep track of how many cups of lemonade you sell each day.

Here's how it works:

Tracking Conversions:

In this case, a "conversion" is when someone buys a cup of lemonade from

your stand. You keep a count of these conversions to see how well your
advertising is working.
Example:

 On Monday, 10 people buy lemonade (10 conversions).

 On Tuesday, 15 people buy lemonade (15 conversions).

So, you're tracking how many times your advertising (like flyers or signs) leads
to people buying lemonade.

Now, let's talk about "conversion-focused bid strategies."

Imagine you have a budget for advertising, and you want to make sure you
spend your money wisely to sell more lemonade.

Conversion-Focused Bid Strategy:

It's like saying, "I want to adjust how much money I spend on advertising
based on how many cups of lemonade I sell."

Example:

 On Monday, you see that your advertising led to 10 people buying

lemonade. So, you decide to invest more money in advertising on
Tuesday.
 On Tuesday, you sell 15 cups of lemonade, showing that your increased
advertising worked well.

Here, you're using the information about how many cups of lemonade you sell
(conversions) to decide how much money to spend on advertising. This helps
you make sure you're getting the most out of your advertising budget.

So, when it comes to online advertising, "tracking conversions for conversion-

focused bid strategies" means keeping an eye on how many desired actions
(like website purchases or sign-ups) happen as a result of your ads. With this
information, you can adjust your ad spending to get more of those desired
actions while staying within your budget.
Certainly, let's simplify "Maximize Conversion Value with a ROAS Target" with an easy-to-
understand example.
Imagine you run a magic shop, and you sell various magical items online. You want to make
sure your online ads bring in as much profit as possible while not overspending on advertising.

Here's how it works:

1. Maximize Conversion Value: You want to get the most profit from your online ads. In
other words, you want your ads to bring in as much money as possible.
2. With a ROAS Target: But you don't want to spend more on advertising than you earn in
profit. So, you set a target for your "Return on Ad Spend" (ROAS), which is like a
measure of how much money you make for every dollar you spend on advertising.
 Example: Let's say you set a ROAS target of 500%. This means for every $1 you
spend on advertising, you want to make $5 in profit.

Now, let's look at an example:

Example:

You have a budget of $100 for your online magic shop ads, and you've set a ROAS target of
500%.

 On one day, your ads are super effective, and you earn $500 in profit from the $100 you
spent on advertising. You achieved your ROAS target.
 On another day, your ads don't work as well, and you only earn $400 in profit from the
$100 you spent. You didn't quite meet your ROAS target, but you still made a profit.

So, "Maximize Conversion Value with a ROAS Target" is like telling the advertising system, "I
want to make as much money as possible from my ads, but I won't spend more on advertising
than I earn in profit. I aim to reach a specific profit goal for every dollar I spend on advertising."
This strategy helps you make the most profit while keeping your advertising costs in check.
Of course, let's break down "Maximize Conversion Value (without a ROAS target)" in a
simple way using an everyday example.

Imagine you're planning a shopping trip to a mall. You have a certain amount of
money you want to spend, let's say $100, and you want to get the most value from that
budget. In this case, the value is the total worth of the things you buy.

Here's how it works:

Maximize Conversion Value (without a ROAS Target):

It's like saying, "I have $100 to spend, and I want to buy as many valuable items as I can
with that money. I won't worry about how much each item costs individually."
Now, let's look at an example:

Example:

You go to the mall with your $100 budget, and you're looking for good deals and
discounts. You pick up items that you find valuable, like a $20 sweater, a $30 pair of
shoes on sale, a $15 bag, and so on.

You keep buying items that you think are worth the price and within your budget. You
might end up with several things that, when you add their individual values, are worth
more than your $100 budget.

 Sweater: $20
 Shoes: $30
 Bag: $15
 Other items: $40

Total Value: $105

In this scenario, you've maximized your conversion value because you got $105 worth of
items with your $100 budget. You focused on getting the most value without worrying
about the cost of each item.

In online advertising, "Maximize Conversion Value (without a ROAS target)" is similar. It

means telling the advertising system, "I have a certain budget, and I want to get as
much value (like purchases or sales) as possible with that budget. I won't set a specific
target for how much I want to earn for every dollar spent; I just want to make the most
of my budget." This strategy aims to get the most results within your spending limit
without specifying a particular return on investment target.
Certainly, let's simplify "Responsive Display Ads" with an easy-to-understand
example.

Imagine you're making a sandwich. You have different ingredients like

bread, lettuce, tomatoes, cheese, and some sauces. Now, you want to make
the most delicious sandwich that everyone will love.

Here's how Responsive Display Ads are like making that perfect sandwich:

1. Ingredients (Assets): Just like your sandwich ingredients, in Responsive

Display Ads, you have various things you can use to make your ad
 interesting. These are your "assets." They include pictures, videos,
headlines (like a catchy title), logos (your brand symbol), and
descriptions (telling people what you're offering).
2. Mix and Match: You get to choose the best combination of assets. It's
like deciding which ingredients to put in your sandwich. For your ad, you
might pick a cool picture, a catchy headline, your logo, and a short
description.
3. Automatic Creation: Now, here's the magic part. You don't have to be
a professional chef to make a great sandwich, right? Similarly, you don't
need to be a design expert to create effective ads. Google will
automatically put together your selected assets to create ads that look
good and work well.
4. Performance, Reach, and Scale: These ads are designed to perform
well, meaning they'll help you get good results. They can reach a broad
audience, just like a delicious sandwich can be enjoyed by many people.
Plus, you can make lots of these ads easily, so it's like making
sandwiches for a big picnic.

Example:

Let's say you're advertising your new sandwich shop. You have some pictures
of your mouthwatering sandwiches, a catchy slogan, your sandwich shop's
logo, and a short description of your special ingredients.

You use these assets to create Responsive Display Ads. Google automatically
combines them to make different ads that fit perfectly in various online ad
spaces, whether it's on websites, apps, or other places. People see these ads
and, just like being tempted by a delicious sandwich, they're tempted to visit
your shop and try your sandwiches.

So, Responsive Display Ads are like making the best sandwich possible using
your ingredients, and Google helps you create ads that look good and get
your message out to a wide audience.
Certainly, let's break down those statements in simple terms with relevant examples:

1. Understanding Future Spend Potential:

Imagine you run a lemonade stand, and you want to know how much lemonade you can
sell in the coming weeks. To do this, you look at your sales records from the past few
months. You notice that during hot summer months, you sell more lemonade than in the
colder seasons. Based on this information, you can estimate your future sales potential
and decide how many lemons and cups you need to buy.
Similarly, in Google Ads, understanding future spend potential means looking at your
past advertising performance to predict how your campaigns might do in the future. For
instance, if you sell sunscreen, you might see that your sales increase in the spring and
summer. So, you can allocate more budget to your Google Ads campaigns during those
seasons to capture more customers looking for sunscreen products.
2. Taking Advantage of Seasonality:
Staying with the lemonade stand example, you know that during the summer, people are
really thirsty and want cold drinks. So, you offer special deals on hot days, like buy one,
get one free. This way, you take advantage of the season's heat to sell more lemonade and
make extra profit.
In Google Ads, taking advantage of seasonality means adjusting your advertising strategy
based on the time of year or special events. For example, if you sell winter coats, you
might increase your ad budget and bids as winter approaches to capture more customers
looking for warm clothing.
3. Setting Optimal Bids and Budgets for ROI:
Think of your lemonade stand as a business. You know that for every $1 you spend on
ingredients and cups, you make $3 in profit. So, you decide to budget $10 for ingredients
to earn $30 in profit. This way, you maximize your return on investment (ROI).
In Google Ads, setting optimal bids and budgets means making sure you're spending your
advertising budget in a way that maximizes your profits. If you see that for every $1
spent on ads, you make $5 in sales, you might want to increase your ad budget to earn
more profit while maintaining a strong ROI.
4. Finding New Sales Opportunities:
Imagine you have a variety of lemonade flavors, but you've only been advertising the
classic lemon flavor. One day, you realize that people love unique flavors like strawberry
and mango. So, you start advertising these flavors as well and attract more customers
who are excited to try something new. This expands your sales volumes.
In Google Ads, finding new opportunities to grow your sales volumes means exploring
different advertising strategies. If you've been advertising one product, consider adding
more products or targeting new customer groups to increase your sales and revenue.

In essence, these strategies involve analyzing your past performance, adapting to changes in
demand, making smart budget decisions, and exploring new ways to expand your business,
whether it's a lemonade stand or an online store using Google Ads.

Sure, let's simplify how Performance Planner works using a relatable example:
Imagine you're planning a road trip. You have a limited budget for gas, and
you want to figure out the best way to use that money to visit as many
interesting places as possible. Performance Planner does something similar for
your online advertising campaigns.

Here's how it works:

1. Optimal Bids: Think of this as deciding how much money you're willing
to spend on gas to reach different destinations during your road trip.
Some places might be closer and require less gas (lower bids), while
others might be farther and need more gas (higher bids). Performance
Planner helps you figure out the best bids for your online ads to get the
most out of your budget.
2. Average Daily Budget Allocations: Just like you wouldn't spend all
your gas money in one day, you don't want to spend your entire
advertising budget all at once. You want to distribute it evenly over the
course of your road trip. Performance Planner helps you decide how
much money to spend on your ads each day to make the most of your
budget.
3. Increasing Conversions: In our road trip analogy, "conversions" are like
the exciting places you want to visit along the way. Performance Planner
helps you plan your ad budget and bids so that you can "visit" more
conversions, which means getting more people to take actions like
making a purchase or signing up for your newsletter through your ads.

Example:

Let's say you run an online store selling hiking gear, and you have a budget of
$1,000 for your online ads. You want to use this budget to get as many people
as possible to buy hiking boots, backpacks, and tents from your website.

Performance Planner analyzes your past ad performance and predicts how

your ads might perform in the future. It suggests that if you set specific bids
for each product and allocate your budget wisely over the next month, you
could potentially get 200 people to buy hiking boots, 150 to buy backpacks,
and 100 to buy tents.
So, just like planning a road trip efficiently to visit many exciting places,
Performance Planner helps you plan your advertising budget and bids to
"visit" more conversions or sales, making the most of your available budget.

Imagine you're a librarian, and your job is to help people find books in a huge library. Now,
think of Google Search ad auctions like a super-fast library where people are constantly looking
for books.

Here's how it works:

1. Billions of Searches Per Week: Just like your library has lots of people coming in every
week looking for different books, Google handles billions of searches every week. These
searches are like people asking for information or looking for things online.
2. Ad Auctions: Now, when someone in your library wants a specific book, they might ask
you for help. In Google, advertisers want their ads to show up when someone searches
for something related to their products or services. This is where ad auctions come in.

Example:

Let's say you have a library full of all kinds of books, including ones about travel. Now, imagine
a person walks in and asks you, "I want to find a book about the best places to travel in Europe."

In this scenario:

 The person's question is like a Google search query (what people type into the search
bar).
 Your job, as the librarian, is to find the most relevant travel book and recommend it to the
person.

Now, think of advertisers as authors who have written travel books. They want their books to be
recommended to people who are interested in travel. So, they pay the library (like paying for ads
on Google) to have their travel books shown to people who are looking for travel information.

Google's ad auction system is like you, the librarian, deciding which travel book to recommend
to the person based on its relevance and the author's payment. The book that's the best fit and has
the right payment gets recommended to the person.

In a similar way, Google's ad auction system decides which ads to show when people search for
things online. It considers factors like the relevance of the ad to the search and how much
advertisers are willing to pay.

So, when Google says it handles billions of searches per week and powers its forecast engine, it
means it's like a super-fast library where lots of people are looking for information, and
advertisers are competing to have their ads recommended to those searchers.
 Certainly, let's break down creating a new budget plan for learning the best bids and budgets
using a simple example:

Imagine you're a chef, and you want to create a new recipe for a delicious cake. You don't
know the exact ingredients and proportions yet, so you decide to experiment to find the perfect
recipe.

Here's how it relates to creating a budget plan for your advertising campaigns:

1. Learning the Best Bids and Budgets: Just like you want to discover the best
combination of ingredients for your cake, in advertising, you want to find the best
combination of bids (how much you're willing to pay for each click or action) and
budgets (how much you'll spend overall) to get the most conversions (people taking
actions like making a purchase).
2. Drive Incremental Conversions: In your cooking experiment, your goal is to improve
the taste of your cake with each attempt. Similarly, in advertising, you want to improve
your campaign's performance by getting more people to take the desired actions through
your ads.

Example:

Let's say you're running an online store that sells handmade candles. You have a budget of $500
to spend on advertising, but you're not sure how much to bid for each click on your candle ads.

 In your budget plan, you decide to try different combinations. For one week, you set a
higher bid for your ads to appear at the top of the search results. You spend $200 of your
budget during this experiment.
 Then, for the next week, you lower your bids and focus on a broader audience. This time,
you spend $150.
 Finally, in the third week, you try a mix of bidding strategies, spending $150 again.

During these experiments, you track how many people click on your ads and how many of them
actually make a purchase (conversions). You notice that the first week with higher bids brings in
more clicks, but the third week with a mix of strategies gets you more conversions.

Based on what you've learned, you create a new budget plan. You decide to allocate more of
your $500 budget to the bidding strategy from the third week because it resulted in the most
conversions for your candles.

So, creating a new budget plan to learn the best bids and budgets is like experimenting with
different cake ingredients to find the tastiest recipe. In advertising, it means trying out various
bidding and budget strategies to discover the most effective way to get more people to take
actions like making purchases through your ads.
 Certainly, let's break down each of these paragraphs in easy language with
relevant examples:

1. The additional conversions you can generate at the same spend using
Performance Planner:

Imagine you have a pizza shop, and you spend $100 on advertising each week.
With your current budget, you sell 50 pizzas. Now, you use Performance
Planner, and it suggests that by optimizing your ads, you can still spend $100
but sell 60 pizzas instead. This means you can get 10 more pizza orders
without spending any extra money.

2. The incremental number of conversions you can achieve and the

maximum amount you can spend without diminishing returns (maintain
your current CPA):

Let's go back to your pizza shop. You spend $100 on ads and sell 50 pizzas,
which makes your Cost Per Pizza (CPA) $2 ($100 / 50). Performance Planner
suggests that you can spend up to $150 and sell 75 pizzas while keeping your
CPA at $2. So, you can spend more and get more orders without making each
pizza more expensive for you to sell.

3. The incremental number of conversions you can achieve and the

maximum amount you can spend at your desired target CPA goal (in
order to remain profitable):

Now, let's say you want to maintain a specific CPA, let's say $3 per pizza.
Currently, you spend $100 and get 50 orders, so your CPA is $2 ($100 / 50).
Performance Planner says you can spend up to $150 and get 75 orders while
keeping your CPA at $2. However, if you want to stick to a $3 CPA, you can
spend up to $225 to get 75 orders, ensuring you stay profitable with your
desired CPA.

4. Additional spend and resulting conversion scenarios at higher target

CPA goals (reduce profitability to increase total conversion volume):
In this scenario, you're willing to accept a higher CPA to get more orders. Let's
say your desired CPA is $2, but you decide to increase it to $4. Currently, you
spend $100 and get 50 orders. Performance Planner suggests that if you
increase your CPA to $4, you can spend up to $200 and get 60 orders. You're
accepting a higher cost per order to boost your total order volume.

So, in essence, Performance Planner helps you understand how you can
achieve more conversions while maintaining your budget, keeping your CPA
stable, or adjusting your CPA to maximize total conversion volume, just like
optimizing your pizza sales by adjusting your budget and cost per pizza to
reach your goals.
Of course, let's simplify this concept with a practical example:

Imagine you have a bakery and you're trying to figure out which types of cookies are
the most popular among your customers. You keep track of how many of each type you
sell.

Here's how it relates to Performance Planner and forecasting conversions:

1. Default Conversions: By default, you count every sale based on what's included
in your "Conversions" column. It's like counting all the chocolate chip cookies you
sell because they are the easiest to track and most popular.
2. Non-Last Click Conversions: But you also want to know about the other cookies
that people might not buy on their first visit. Maybe they initially looked at
oatmeal cookies but returned later to buy them. These are like "non-last click
conversions" – actions that lead to sales but aren't the final click that directly
brought in the sale.

Example:

Let's say you track your cookie sales like this:

 Chocolate Chip Cookies: 50 sold (easy to track, goes in the "Conversions"

column).
 Oatmeal Cookies: 30 sold (people often look at them but buy later).

By default, you'd focus on chocolate chip cookies because they have the most
immediate sales (50). But if you consider non-last click conversions, you realize that
oatmeal cookies have a lot of interest (30), and people eventually buy them. So, you
want to allocate more budget and attention to oatmeal cookies in your bakery to drive
more sales of that type.

In the world of advertising, Performance Planner works similarly. By default, it looks at

the conversions that are easy to track and immediate (like the chocolate chip cookies).
But to make better budget decisions and drive more total conversions, it's important to
also consider actions that indirectly lead to sales (like the oatmeal cookies). By doing so,
you can optimize your advertising strategy to capture more sales opportunities.
Certainly, let's break down the recommendations for different types of Google Ads
campaigns in easy language with relevant examples:

1. Search Manual cost-per-click (CPC) or Enhanced CPC campaigns:

 Recommended Average Daily Budget: This is the amount you're willing to

spend on your ads each day. For example, if you sell handmade jewelry, you
might set a daily budget of $50 to advertise your products.
 Campaign Bid Scaling (1.5 Scaling): This means adjusting your bids by
increasing them by 50% or 1.5 times your current bid. For instance, if you're
bidding $1 for a click on your jewelry ad, a 1.5 bid scaling would increase it to
$1.50. This can help your ads appear more prominently in search results if it's
within your budget.

2. Search Maximize Clicks or Maximize Conversions campaigns:

 Recommended Average Daily Budget: This is the daily amount you're

comfortable spending on these campaigns. Let's say you run a travel agency, and
you want to get as many people as possible to visit your website. You might set a
daily budget of $100 to maximize the number of clicks or conversions you get.

3. Search Target CPA or Target return on ad spend (ROAS) campaigns:

 Recommended Average Daily Budget: Similar to the previous

recommendation, this is the daily budget you're willing to allocate. For example,
if you sell tech gadgets and want to achieve a specific cost per acquisition (CPA),
you might set a daily budget of $75 to reach that goal.
 Campaign-level Target CPA: This is your desired cost for each acquisition or
conversion. Let's say your goal is to acquire customers at $20 each. That's your
Target CPA. Google Ads will aim to get you conversions at or below this cost. For
instance, if you're running an ad campaign for a new smartphone and your Target
 CPA is $20, Google Ads will try to get you customers who buy the phone for
around $20 in advertising costs.
 Campaign-level Target ROAS: In this case, you're focused on achieving a
specific return on ad spend (ROAS). For example, if you spend $50 on advertising
for your online fashion store and you want to get at least $200 in revenue from
those ads, your Target ROAS is 400% (4 times your ad spend). Google Ads will try
to generate sales that meet or exceed this return on investment.

In summary, these recommendations help you manage your advertising campaigns

effectively:

 Set an appropriate daily budget based on how much you're willing to spend on
advertising.
 Adjust bids when necessary to optimize your ad visibility and reach.
 For Target CPA or Target ROAS campaigns, define your cost or return goals to
ensure you're getting the results you want from your ad spending.

By following these recommendations, you can make the most of your advertising
budget and achieve your advertising objectives, whether it's driving clicks, conversions,
or meeting specific cost or return targets.