Google ads certification assessment Summary, Papers of Advanced Education

Download Google ads certification assessment Summary and more Papers Advanced Education in PDF only on Docsity! Page 1 of 15 Google ads certification assessment 2 ad format options Efficiency Control 3 core components of smart display campaigns utomated bidding Automated targeting Automated creatives 3 principles google ads is built around Relevance Control Results 4 main bidding strategies to choose from Enhanced cpc Maximize conversions Target roas Ad formats Ad formats -there are two main types of ad formats you can leverage for your display campaign: —responsive display ads: greater efficiency and scale —uploaded ads (image &amphtml): greater control Affinity audiences With affinity audiences, you can reach tv-like audiences based on a holistic picture of their lifestyles, interests, and passions. Choose form on\ver 100 segments based on online behavior googles; best in class algorithm distinguishes these users that are truly passionate about a topic rather than those who are merely interested Amphtml ads -enable marketers, publishers, and technology providers to deliver faster, and more secure ad experiences across all platforms by applying the principles of amp to building and serving ads. Key benefits: -faster ads drive better performance: amphtml ads are 6x faster than regular ads on amp pages, making them viewable, more effective, and more likely to perform well Page 2 of 15 -lighter ads can lead to better ad experiences: amphtml ads are 3x lighter in load and rendering than regular ads which may result in users having a more positive experience with your brand. -safer ads build trust in your brand: amphtml ads need validation before they're served, reducing the risk of malware and building trust in the brands users are engaging with. 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 customer find you. Auction-time bidding Our bidding algorithms tailor bids to each users unique context, using relevant signals present at auction time. This is a unique capability in the market, as it allows for bid differentiation, with a high degree of precision based on the conversion opportunity of each auction. Automated bidding Bidding is a key success factor for online marketing, and the bid strategy you choose directly influences how your campaigns perform and how visible your ads are in the unique moments that are important to your business. Google ads offers several bid strategies that are tailored to your marketing goals and different types of campaigns. Depending on your focus, you can determine which strategy is best for you. Awareness-based bidding strategies: You should choose this bid strategy if you want to make sure that your ad is visible for certain queries and even at certain locations on the page. Goal: -visibility Bid strategies to choose from: -target impression share: this helps make sure your ads are meeting a specific impression share threshold for a specific location on the search results page: anywhere, top of page, or absolute top of page Use case: -this is for raising awareness of your brand and campaigns that include brand terms Benefits of automated bidding Machine learning Auction time bidding Page 5 of 15 people interested in outdoor activities such as bicycling, rather than general health and fitness buffs Custom intent audiences -defines and reaches 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 Demographic targeting Demographic targeting enables you to show ads to users based on a combination of declared and inferred data. You can target based on age, gender, and parental status. Device targeting Reach your customers on any device, including desktops, tablets and smartphones Discovery You can easily engage customers across googles most popular properties with a variety of rich, unique ad formats. Reach your users across the youtube home feed, gmail, and googles discover feed Display Can appear across a network of more than 2 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. Drive action -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 Dynamic re-marketing -work to boost your results with dynamic remarking which takes remarking to the next level with ads that include products or services that people viewed on your webstiel create dynamically generated displays ads with product data pulled from a pre uploaded feed. You can achieve great performance showing to users products they have seen on your website, with low effort in campaign, ads and remarking lists creation Efficiency Responsive display ads, because they automatically adjust to available ad space and run in native and non-native inventory Enhanced cpc Page 6 of 15 Automatically adjusts manual bid up or down based on each clicks likelihood to result in a conversion Features you can customize to optimize your campaign Device targeting Locations and language targeting Bidding and budget settings Ad extentions Forecasting: -google search ad auctions—made up of billions of searches per week—powers our forecast engine Google ads campaign types Search Display Video Shopping App Hiroko has reviewed all of the available automated bidding strategies. Which one should she choose if she's focused on conversions to increase online bicycle sales within her budget? -maximize conversions Hotel These campaigns display hotel prices and availability on search, maps, and assistant to connect you with the millions travelers actively searching for you. How do i see and implement these recommended changes? -performance planner provides a csv download with the recommended bid scaling, target cpa, target roas, and average daily budget amounts. You can manually apply these suggestions through the google ads campaign management interface, or you can download a google ads editor file and upload to google ads editor to see and action the recommended changes 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 forecasts tools. How often is it recommended to repeat the budget planning process? -monthly Page 7 of 15 How to use performance planner Learn: -create a new budget plan to learn the best bids and budgets for your campaigns to drive incremental conversions Explore: -explore further optimizations and forecast how you can grow your business with google ads Do: -review and implement changes prescribed by your performance planner plan Repeat: -ensure you react to external factors and optimize to the target metrics set. Use performance planner on a monthly basis for best results 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. 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. Key benefits of responsive display ads Automation Reach Simplicity Key benefits of smart display campaigns Simplicity Insights Scale Key factors to keep in mind when setting bids Performance Auctions User journey Local Page 10 of 15 Results Use measurement tools to understand how your campaigns are performing. Plus, smart technology lets you create, manage, and optimize your campaigns so you can get the most out of you investment Revenue-focused bidding strategies -choose this bid strategy if you're tracking the revenue or value associated with your conversions and want to maximize it at a specific return on ad spend target. They're a good fit if you're tracking conversion value and have campaigns that have at least 50 conversions in the past 30 days for search and at least 15 conversions in the past 30 days for display. Goal: -revenue Bid strategies to choose from: -target return on ad spend (target roas): automatically sets bids to help get as much conversion value as possible at the target return on ad spend (roas) you set Use case: -if you want to automatically optimize bids to maximize revenue within your target roas Note**** enhanced cpc, target cpa, maximize conversions, and target roas fall specifically under the umbrella of google ads smart bidding. They're conversion based bid strategies that leverage an exclusive set of signals to bid at auction time. 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. 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 Note *** performance planner is a planning tool and does not optimize in the google ads front end toward forecasted kpis. Unpredictable external factors in a dynamic auction environment can Page 11 of 15 mean performance planner forecasts may have discrepancies, so its important to continually monitor performance and optimize toward performance targets Shopping Shopping ads appear 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 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. Similar audiences -finds users that are similar to an original remarking list or other uploaded compatible list. It finds users that are similar in profile based on their recent browsing and interests around different topics Simulation -our forecast engine simulates relevant ad auctions with query level variables, including seasonality, and clickthrough rate, competitors, landing page, and time of day. Smart campaigns 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 o whats most important—running your business. Smart campaigns may be good if you: -are new to display advertising and want a highly performing campaign -have limited display advertising to remarking but now want to reach people earlier in the buying process —want to attract additional customers beyond your manually targeted campaigns or simplify your existing campaign structure: Specialized campaign types Local Hotel Discovery Standard display campaign You can manually select your targeting, bidding, and ad formats. Standard re-marketing Page 12 of 15 -show ads to your past visitors as they browse network websites and use network apps. Communicate with people who've previously visited key pages on your website across screens, giving you a powerful new way to match the right user with the right message Target roas Automatically sets bids to help get as much conversion value as possible at the target return on ad spend you set Targeting: 3 mktg objectives to choose from -build awareness -influence consideration -drive action True/false: its best practice to separate campaigns with different marketing objectives into different performance planner plans, so that spend is not reallocated between two different marketing budgets or objectives. True True/false: uploaded ads give advertisers access to more inventory than responsive display ads: -false Uploaded ads -created outside of google ads (in google web designer, for example), image ads are upload able as a zip file into google ads. Image ads only run in banner-eligible slots, which has limited scale relative to responsive display ads. Note*** in order to qualify for as many auctions as possible, its recommended to have both responsive display ads and image ads in your display campaign Key benefit: -complete creative control: you can develop these ads yourself using templates to decide how best to combine your different images, text, and logos Validation -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. Note**** performance planner is different form 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