Google Ads Agenda
Module 1:- Introduction to Google Ads
1. What is Google ads and Importance?
2. What is Intent-based marketing?
3. Introduction to Google My Business
4. Objection Handling with Google Ads
5. Industry statistics about Google ads
6. How does the Google Ads Auction work?
7. What is ad rank and its formula?
8. What is quality score and how Google calculates it
9. Importance of quality score on account performance
10. Difference between Max.CPC and actual CPC
11. Correlation of quality score and actual CPC
12. Difference between PPC and CPC and SEM
Module 2:-Understanding Google Ads Account structure and Keywords
1. How Google Ads is structured?(Accounts, Campaigns, Ad groups, Ads)
2. Account-level settings
3. Campaign-level settings
4. What are search keywords?
5. Keyword Match Types
6. What are tightly themed ad groups?
7. Importance of single keyword ad groups(SKAG)
8. What are Negative Keywords?
9. Adding Negative keywords at account, campaign and ad group level
10. Benefits of negative keywords
11. Thorough analysis of Google Ads keyword planner
12. Complete Keyword analysis(3rd party tools) and forecasting
13. Study on SEMrush, spyfu and other paid tools
14. Learn about Google Budget Planner, Performance planner, reach planner
Module 3:- Introduction to Campaigns and Bidding Strategies in Google Ads
1. Different types of campaigns in Google ads
2. Understanding campaign goals and objectives
3. Advanced Bidding strategies(Target CPA, Enhanced CPC and ROAS)
4. Bid adjustments
5. Alpha Beta campaigns
6. Draft and Experiments
Module 4:- Ad Optimizations and Ad Extensions
1. Best practices of text ads
2. Expanded text ads
3. Call only ads and its significance
4. Responsive search ads
5. Dynamic search ads and its significance
6. Dynamic Keyword Insertion
7. Ad Customizers for Advanced Scalability
8. IF and Countdown Functions
9. Value track parameters , tracking templates and custom parameters
10. What are Ad Extensions?
11. Different types of Ad extensions
12. Effect of Ad Extensions on CTR and Ad rank
Module 5:- Shopping Campaigns
1. What is Google shopping?
2. Create a Google Merchant centre account
3. Understanding the attributes of product feeds
4. Categorizing product feed based on brands , labels
5. Uploading product feed to GMC
6. Linking GMC to Google Ads
7. Creating a shopping campaign
8. Optimizing and bidding strategies on product groups
Module 6:- Google Ads Reporting and Optimization
1. Google Ads predefined reports
2. Search Query report
3. Auction insights report
4. user location and geographic report
5. keyword performance report
6. Campaign performance report
7. column customization
8. Advanced filters
9. Data segmentation and analysis
10. Segmentations for advanced reporting and insights
11. Linking Google Analytics to Google Ads
12. Automated rules and its importance
13. Scripts in Google Ads
14. Google Ads campaign optimization
Module 7:- GDN(Google Display Ads) and GSP(Gmail Sponsored ads)
1. In-depth study on GDN
2. what are GDN industry benchmarks
3. Understanding the concept of CPM
4. Importance of Identity-based marketing
5. GDN ad formats and sizes
6. Responsive display ads and dynamic prospecting
7. GDN targeting methods
8. Topic targeting, managed placements , web based targets , user based targets
9. Custom affinity and life event , marital status, education targeting
10. In-depth study on custom intent audiences
11. conservative and aggressive targeting
12. Remarketing and similar audience
(GSP)-Gmail Sponsored ads
13. Importance of email to reach target audience
14. what are Gmail ads
15. Significance of Gmail ads in marketing strategy
16. Targeting options available for Gmail Ads
17. Reach, open rates , CTR , forwards and save metrics
Module 8:- Remarketing and Funnel Strategy
1. what is remarketing
2. Importance of remarketing in funnels
3. value ladders and ad strategies
4. Creating effective remarketing audiences/lists
5. cross-channel remarketing
6. Importing remarketing audience from GA
7. passing custom parameters with global site tag code
8. Creating high value and low value visitors audiences
9. Implementation of Dynamic remarketing
10. Remarketing list for search ads(RLSA)
11. Personalized tailored ads for remarketing audiences using if functions
Module 9: – Conversion Tracking and ROI
1. What is google ads conversion?
2. Importance of a thankyou page for upselling
3. Different types of conversions
4. How to track conversions?
5. What is tracking code and how to generate it?
6. Website call conversion tracking
7. How to import offline conversion data into Google Ads
8. Conversion tracking from callonly ads and call extenions
9. Embed tracking codde on website using GTM
10. How to send transaction value parameters using datalayer
11. How to send custom parameters of products using datalayer for conversion
12. Conversion rate optimization(CRO)
13. Attribution Models
14. Overview of top conversion paths in GA
15. understanding the ROI
16. ROI calucalations and conversions
17. Difference between conversion rate and conversion volume
18. Target ROAS Bidding strategies
Module 10:- Youtube Video Campaigns
1. Setting up a youtube channel
2. Youtube studio
3. Tags, irrestible headlines and playlists
4. Linking Google Ads and Youtube
5. Types of Ad Formats
6. Skippable ads , non-skippable ads
7. In-stream, video discovery ads, bumper ads , banner ads
8. creating a video campaign
9. CPV(cost per view) and CPM (cost per mile)
10. Video campaign targeting methods
11. Remarketing audience for Youtube
12. setting up remarketing video ads
13. Funnel strategy for story telling using video ads
Module 1:Introduction to Google Ads – https://transcripts.gotomeeting.com/#/s/5aff913d5bef72df986f739c89304d79ee350d86ab6fec7de2b85d29d80aab92
What is Google Ads and its importance
Google Ads is one of the biggest and finest advertising technologies on the internet.96% of Google’s revenue comes from Google Ads.
Myth:- Google ads is expensive
solution:- It might sound expensive, but think about how much extra business it could generate. Small businesses can compete by using location targeting and geo-targeted keywords so that their ads only appear when somebody is in a place or searching for a place.
Marketing on internet works in 2 ways:-
1.Intent-based Marketing:- serve ads to users who are looking for your product or service. It is a way of improving your marketing effectiveness by targeting prospects based on their purchase intent.
2.Identity-based Marketing:- serve ads to people who did not ask for you. Identify-Based Marketing takes into account identity traits, not just demographic information – like location and income and behaviour of people on the internet.
To facilitate internet marketing , Google Ads divided their platform into 2 networks:-
1.Search Network :- (performance marketing) – including search partners, to get more search networks they partner with other search engines. ex:- Youtube.
2.Display Network(GDN):- (Behavioural Marketing) , (Branding, Reach, Awareness)
Search engine is a website that gives results only when you search. Google is a search engine. searches on Google everyday is 4 billion
The intent of user and search term of user always match. People search what their intent is!
Only text ads are allowed except for shopping ads.
The maximum number of ads that can be shown for a search term is 7 .
We can include or exclude search partners in our campaigns.
It includes 4+ million websites and over 300 million web pages. It allows all ad formats(text ads, image ads, video ads, etc
Google Ads:- (PPC Advertising Model)
Google is into connections business. It follows ZMOT(Zero Moment Of Truth):- serving the right ad to the right person, at right time, right location, device, offer .
Whenever an ad is served , it is recorded by Google as an impression. you will get a click only when you get an impression. Every click on your ad is monitored for fraud activity.
Keywords:- Important words of a business
Functionality of Google Ads:-
When the search term of the user matches with keywords, the matched keyword will trigger the ad to auction.
Auction:- The place where advertisers compete with each other for ad position and position is decided by Google based on ad rank. Ad Rank is calculated in the auction.
Ads will appear based on the keyword performance.
Google shows relevant ads:-
higher Ad Rank → higher Ad position → higher clicks → higher conversions
Ad Rank Formula:-
Ad Rank= Quality Score x Bid(Max. CPC)
The best way to increase ad rank is to increase both quality score and bid.
Quality score is given by Google to every keyword. It is given on a scale of 1-10. 1 is least , 10 is highest.
Any quality score above 7 is good. (higher QS => higher Ad Rank)
Bid(Max. CPC) – It is given by advertisers.
Max.CPC vs Actual CPC
Google ads follow second-price auction model
Max. CPC:- It is the highest amount advertisers are willing to pay per click. But Google will charge based on competition. Here comes Actual CPC.
Actual CPC:- It is the least minimum amount an advertiser should pay to occupy the current ad position.
|Advertiser||Max. CPC||Actual CPC|
Actual CPC <= Max. CPC
Actual CPC= ad rank of below competitor / your quality score
Quality score decides your actual CPC to be more or less.
when QS increases, actual CPC decreases and ad rank increases.
(High QS → high Ad Rank → High Position → low Actual CPC)
(low QS → low Ad Rank → Low Positions → high Actual CPC)
Google rewards advertisers with high QS to have higher positions and charge less.
How to increase Quality Score?
Google calculates QS based on more than 200 parameters.
The main components on which QS is calculated are:-
1. CTR(Click-Through-Rate) – 70% is contributed by this factor
2. Ad copy Relevance – 20%
3. LPQ(Landing Page Quality) – 10%
4. Account Quality (Account health) 5. Account History
Increase CTR to increase QS
CTR= (No. of clicks / No. of impressions received ) x 100
It is calculated in percentages
higher CTRàhigher QS
min CTR should be 4% , 7 % CTR is good.
2. Ad copy Relevance
Relevance calculated in 3 ways:-
1. how relevant are your ads and keywords
2.how relevant are your ads and landing pages
3. how relevant are your ads, keywords and landing pages
Tightly themed ad groups increase relevance score.
3.Landing Page Quality(LPQ)
Page load time should be less, mobile responsive websites, low bounce rate, no popups, no duplicate content, avoid big images, etc.
https://www.youtube.com/watch?v=uPIm11Xnwqk&list=PLnn3CkoCETVAtnMKJlchfmMN9BafL54ZB&index=1 (intent vs identity-based marketing)
https://www.youtube.com/watch?v=YAatMk9gCUo&list=PLnn3CkoCETVAtnMKJlchfmMN9BafL54ZB&index=2 (Introduction to Google ads)
https://www.youtube.com/watch?v=k4gELXsz2Oc&list=PLnn3CkoCETVAtnMKJlchfmMN9BafL54ZB&index=4 (search and display network)
https://www.youtube.com/watch?v=NPjoSlrRDc8&list=PLnn3CkoCETVAtnMKJlchfmMN9BafL54ZB&index=5 (How search campaigns work?)
https://support.google.com/google-ads/answer/1722122?hl=en (Ad rank and Ad position)
https://support.google.com/google-ads/answer/6167118?hl=en (Quality score)
https://support.google.com/google-ads/answer/1659752?hl=en (Ad Relevance)
https://support.google.com/google-ads/answer/2454010?hl=en (checking Quality score)
Understanding Google Ads Account Structure and Keywords
1. How Google Ads is structured?
Account → Campaigns → Ad Groups → Ads & Keywords → Landing Pages
Google Ads is organized into three layers(levels): account , campaigns and ad groups.You can create any number of campaigns , ad groups and ads in an account. There is a specific number limit but it’s too high, you can refer to a link in extra resources for more info about the exact figures which could be helpful for agencies dealing with enterprise level clients.
Firstly, you have to perform business and product research and find all the keywords for your business.
Create a sample campaign :- for example, a campaign for washing machine repair.
1. you can create a single campaign and create several ad groups, one for each washing machine brand.
1 campaign for washing machine repair → 1 ad group for whirlpool , 1 ad group for Samsung , 1 ad group for LG , etc…
2. you can create multiple campaigns for various brands. One campaign for each brand.
whirlpool brand campaign → various ad groups for whirlpool categories or models (ex:- automatic, semi-automatic)
Samsung brand campaign → various ad groups for several models
LG brand campaign → different ad groups for various models
It prevents multiple ads from the same or commonly-owned company from appearing on the same search results page. To comply with this policy, advertisers should avoid running ads from different accounts on the same or similar keywords that point to the same or similar websites. This is the reason you could never find 2 ads from the same domain in a search results page.
So, Always promote one website in one Google account. Because, if one website violates policies of ads accounts , the entire account will be blocked.
1. Time zone and currency
2. Account Access
There are four types :- Admin , Standard , Read Only , Email only
Manual payment(prepay), Automatic payment (post pay), Monthly invoicing
4. Preferences (to cancel account , to know time zone)
5.Autotagging (gclid- Google click identifier)
6. Linked Accounts (GA, Google search console, YouTube, play store, Google optimize , salesforce)
7. Policy manager
A campaign is a set of related ad groups to organise categories of products or services that you offer.
1. campaign name
2. campaign type
3. networks (search, display) – Do not put search and display in one campaign that ruins campaign performance. use different campaigns for each network.
5. Location (target, exclude , nearby) – can add locations in bulk, radius in miles, km, pin code, name , coordinates. City-level targeting is best.
6. Device (desktop, mobile, tablet)
7. Budget (daily budget) – amount spent per campaign per day
8. Google starts overspending only when it captures a under spent . (Over delivery)
9. Bidding (how much you pay per click)
10. CPC bid limit
11. start date
12. end date
13. ad delivery – (standard or accelerated)
14. Ad scheduling (time , day , day & time) – one day : 6 schedules can be given – Google ads always serve ads according to time zone of ad account not based on target location
15. Frequency capping – to limit the number of times an ad is served to a person
16. Ad rotation – rotate evenly(equal chance) , indefinitely(anyway) , optimize (ad that gets more clicks)
17. URL parameters (tracking templates)- UTM parameters
18. Ad extensions (15% higher CTR)
Ad Group Level Settings:-
All ad groups in a campaign will take the same campaign level settings.
1. default Max. CPC – apply to all keywords
2. bid adjustments – different adjustments on bid based on your specifications
Data & metrics
text ads, responsive ads
Always switch to expert mode for more advanced options in Google ads
You can select a specific goal that suits the objective of your campaign or you can create campaign without a goal option
Criteria followed by Google for implementing Location targeting :-
1.Top-level domain (TLD)
2. Query parsing
3. IP address
Keywords are written in ad group (important words of a business)
Ad Groups should always be tightly themed . Tightly themed ad groups will increase relevance.
Keyword Match Types:-
Every keyword must have a match type specified to it . In general, all keywords match singular, plural, misspelling, close variants.
6 Match Types:-
1. Broad match – simple
2. Phrase match – keyword in double quotes ” “
3. Exact match – keyword in [ ]
4. Broad match modifier – keyword followed by +
5. Negative match – keyword followed by –
6.Embedded match – combination of two match types. example:- ( negative broad, negative phrase , negative exact)
if search term matches at least one word in keyword
example:- red shoes match search terms :- red , red shoes , red flower, running shoes etc..
you will get higher reach, a lot of clicks, but also get you a lot of irrelevant clicks, you will waste money.
2. Phrase match:-
same words in same order
example:- “red shoes” matches search terms :-
Match : red shoes, red shoes online, red shoe repair
Not match:- shoes red, red running shoes
3. Exact Match:-
example:- [red shoes] matches only search terms red shoes , red shoes nothing else.
Even when the intent of the user matches it serves ads.
4. Broad match Modifier:-
+red +shoes matches red colour shoes, shoes online red
both should be there in search but in any order
more relevant than broad and less relevant than phrase match
less reach than broad but more reach than phrase
5. Negative match:-
you should specify for what terms you don’t want to compete in the auction and your ads not to be served.
Note:- Always write one word negative keyword , or else it will become an embedded match.
6. Embedded match
– “Agra sweets”
show ads when someone searches for sweets from Agra not to who is searching for Agra sweets.
Only clicks from exact matches will increase the quality score of the keyword. Each keyword will have a quality score given by Google. Try to get more clicks in the exact match, because the system always takes the most restrictive match type.
Even a broad match type keyword gets clicks in broad, phrase, exact match.
example:- keyword is digital marketing training
digital marketing training (all three match types)
digital marketing course (only broad)
digital marketing training institute (broad, phrase)
digital India (broad)
Those exact match clicks for broad match keywords give QS to broad match keywords.
Search term report:-
Google gives you a report where you can find user search terms and keyword match types.
Match types are only available in search network not in GDN
Use maximum 10 to 15 keywords for a Ad Group for better Relevance
use counter negative keywords for better performance and optimization
Have minimum 3 different ads in each ad group
Google charges for only valid clicks.
Keyword Planner helps you research keywords for your search campaigns. You can use this free tool to discover new keywords related to your business and see estimates of the searches they receive and the cost to target them.
you can discover new keywords, negative keywords, organize keywords, see monthly searches, competition, historical metrics , create new campaigns based on the keyword plan, etc..
you can find it in :tools → planning → keyword planner
Keywords given by Google can be classified into 3 types:
Grouped Ideas:- view keywords by theme, category, relevance and add them directly to an ad group.
Keyword forecasting and planning
Performance Planner:- It will forecast your campaigns performance in future periods. You can make the relevant changes for better results of the campaigns.
1. https://support.google.com/google-ads/answer/6372658 – Google Ad account limits
2. https://support.google.com/google-ads/answer/2404036?hl=en – Account , campaign and ad group performance
3. https://support.google.com/google-ads/answer/6372655?hl=en – Organize your account
4. https://support.google.com/google-ads/answer/3095550?hl=en – auto tagging
5. https://support.google.com/google-ads/answer/1704395?hl=en – campaign settings
6. https://support.google.com/google-ads/answer/7478529?hl=en#zippy=%2Cbroad-match%2Cphrase-match – keyword match types
7. https://support.google.com/google-ads/answer/7332837 – Ad extensions
8. https://support.google.com/google-ads/answer/7337243?hl=en&ref_topic=3175091 – Keyword planner
Introduction to Campaigns and Bidding Strategies in Google Ads
Different types of campaigns in Google ads :-
5.app install campaigns
1.Search Network campaigns – usually text form, these ads can show on Google Search results pages when someone searches for a product or service that’s similar to yours
2.Display Network campaigns – usually image form, these ads appear on websites or apps that your customers visit
3.Video campaigns – usually 6 or 15 second videos, these ads show right before or during YouTube content
4.Shopping campaigns – for ecommerce and drop shipping websites
5.App Campaigns – for App installs
Automated bidding is a Google Ads bid strategy designed to maximize results based on your set campaign goals. With automated bidding, Google automatically sets bid amounts based on the likelihood that your ad will result in a click or conversion. To do this, they analyze data such as a user’s device, operating system, the time of day they are searching, demographics, and location.
Smart Bidding is simply a bidding category that includes only conversion-based strategies.
Smart Bidding uses machine learning to maximize conversion results by tracking and analyzing data signals from every search and click. Using this data, Google will either increase or decrease bids based on whether or not it believes a click will result in a conversion. For example, it will set a higher bid for a searcher who is more likely to make a purchase.
There are currently four Smart Bidding strategies:
1. Enhanced CPC
2. Target CPA
3. Target ROAS
4. Maximize Conversions
Bid adjustments allow you to show your ads more or less frequently based on where, when, and how people search. For example, sometimes a click is worth more to you if it comes from a Smartphone, at a certain time of day, or from a specific location.
A percentage increase or decrease in your bids. A bid adjustment allows you to show your ads more or less frequently based on where, when, and how people search. You can also adjust your bids based on how your ads perform, helping to improve your return on investment (ROI).
They affect the number of times your ad is displayed in a given month. They increase the likelihood that your ads are displayed in a better position to customers who meet your targeting criteria. When you set more than one bid adjustment in your campaign, those adjustments are typically multiplied to determine how much your bid will increase or decrease. However, multiple device and location bid adjustments behave differently. Bear in mind that combined bid adjustments cannot exceed a 900% bid increase.
Bid adjustments for locations targeting can be from -90% to +900%
Bid adjustments for device targeting can be from -100% to +900%
Bid adjustments for ad scheduling, age, gender, call
Alpha-Beta campaigns:- for testing purposes
The basic idea is to identify your top-performing campaigns(Alphas), isolate them for total control of optimization, and carve out a broader testing ground for potential top performers (Betas) campaigns to emerge.
Drafts and Experiments:-
Take an original campaign and create a duplicate of it, make changes to it and experiment.
You cannot give a budget to draft campaigns (it can take only a part of the original campaign).
You can have multiple drafts for a given campaign, only one of those drafts can run as an experiment at a time. As you set up your experiment, you can specify how long you’d like it to run and how much of your original campaign’s traffic (and budget) you’d like it to use.
1. https://instapage.com/blog/google-ads-smart-automation – Bidding strategies
2. https://support.google.com/google-ads/answer/2732132?hl=en – Bid adjustments
3. https://support.google.com/google-ads/answer/6318732?hl=en – drafts and experiments
Ad optimizations and Ad Extensions:-
Types of search Ads:- Text ads, Expanded text ads, Responsive ads(15 headlines,4 descriptions)
Ad disapproval reasons:-
superlatives, trademark terms, vague and gimmicky words, foul words, phone numbers are not allowed.
Invoke curiosity, talk to the pain point , tell features and sell benefits , use price and promotions , call to action words, use keywords of your business.
1. only to drive phone calls
2.will appear only on mobile
They’re designed to encourage users to call the advertiser, rather than click on an ad and visit a landing page.
Leads → search → phone calls campaign
Dynamic features in ads:-
1.Location – dynamically changes city, state, country specified in the ad headline based on the campaign location targeting details.
2. Countdown insertion , if condition
3. Keyword insertion
The keyword which matches the search term and triggers the ad is inserted in the ad dynamically.
If keyword length is more than 30 then default text(generic and applicable to your business) will be placed in the ad.
You cannot insert trademark terms.
It increases relevance and CTR
Ad customizers :-
Ad customizers are used to dynamically change text based on your targeting. They can be applied at campaign, keyword level. There are standard and targeting attributes.
Target campaign, target ad group, target location, device preference, target keyword, scheduling, start date , end date.
The ad group should have one standard ad mandatory in case of ad customizers ,dynamic ads are not working.
tools & settings business data data feed Ad customizer
To fetch live data and update an ad to reflect current price, inventory levels, or anything that changes over time. To have dynamic inventory stock adjustments in ads.
Dynamic Search Ads:-
Dynamic Search Ads can quickly direct potential customers to what they want on your site. They are automatically created by Google. The main purpose of these ads is to drive traffic. Your ads will be shown to people who search for content related and present in your website.
For dynamic search ads to work, websites should have 100 to 500 pages , at least 100 pages indexed by Google.
Types of targeting sources:- Google index of site, URLs from Page feed
Page feed:- Submit a list of all your website URLs to Google. You can upload it at
more tools → business data→ data feeds → page feeds
Add an effective generic description of your business relevant to the ad.
use of ad extensions will increase your Ad rank. Extensions can be at account ,campaign and ad group level.
Site link – additional links to your website. No two site links should have the same link. you can have max 4 to 6 extensions.
Callout – add more business info
Call – add phone numbers (Google forwarding number to track phone calls and get reports- call reporting)
Structured snippet – additional info , features of business , can choose from built-in values
App Extension – play store link
Lead form extension
Promotion – type, item ,details
Price – product name, price ,description for ecommerce sites
Location – maps, Google my business
1. https://support.google.com/google-ads/answer/6072565?hl=en – ad customizers
2. https://support.google.com/google-ads/answer/2471185?hl=en – dynamic search ads
3. https://support.google.com/google-ads/answer/2454041 – dynamic keyword insertion
4. https://support.google.com/google-ads/answer/7197008?hl=en – tracking templates