— introduction to the module —
fundamentals of digital advertising
introduction to google ads
deep dive into google ads campaign-search, display, video, shopping, smart, and discovery
remarketing for ads
— introduction to digital advertising —
advertising is a marketing activity involving paying for space to promote a product, service, or cause.
advertising done using traditional channels like tv, radio, newspapers, billboards, etc. is traditional advertising.
advertising done using digital medium like websites, smartphone apps, social media platforms, is called as digital advertising.
digital vs traditional advertising —
digital ads — highly targeted
traditional ads — very broad
digital ads — performance tracking is possible
traditional ads — performance tracking is very difficult
digital ads — high roi
traditional ads — comparatively lower roi
common digital ad formats —
text ads
banner ads
video ads
product ads
native ads
text ads — text ads are the ads that are only in text format. they could either be present in search results or any other website.
banner ads — banner ads are ads that are in the form of an image. it could be animated or a static image. a banner ad is often more prominent and attracts more attention of the viewer.
video ads — video ads are ads that are displayed with the video content. they can be placed before, in-between and after the video content.
product ads — product ads, as the name suggests, are the ads featuring products from various advertisers who have placed their ads either for a searched keyword or contextual content.
native or in-content ads — an interesting format that typically doesn’t look like ads and try to mimic the content – its look and feel and function, in which they appear.
— important terms around digital advertising —
advertisers — advertisers are the entities who place an ad in any digital channel for their product or service or offering. so if apple places an ad for its latest smartphone on youtube or sites like gadgetsnow then it would be labelled as an advertiser.
publishers — publishers are the websites, blogs, and platforms that show the ad to the potential consumers when those consumers visit those sies, blogs channels or platforms. from the previous example, gadgetsnow will be called a publisher.
ad networks — ad networks connect the advertisers and the publishers.
they are useful as they enable advertisers to focus more on their ads than to worry about finding publishers. similarly, they let the publishers find advertisers easily for their niche. google adwords is the largest ad network. other examples are facebook audience network and taboola.
impressions — impression is basically rendering of an ad on users’ screen (desktop, mobile or any other device). there is no action involved, and it is believed that the user may have seen the ad and in case of a video ad, at least the first few seconds.
click — click, as the name suggests, is when an user clicks an ad. here the act of clicking the ad is central; it tells the advertiser that their ad was able to captivate the user and therefore they clicked the ad to know more about the brand or the offering.
click through rate — click through rate is simply the number of clicks divided by the number of impressions multiplied by 100.
for example, if you had 1000 impressions and 250 clicks, then your ctr would be 250/1000, i.e. 25%.
cpm — cpm or cost per mille is simply the money an advertiser spends on thousands impressions.
ppc — ppc or pay per click campaigns in advertising are the ones where the advertiser pays the publisher (or the ad network if they are involved) only for clicks obtained through the campaigns and not for the impressions of the ad.
cpc — cpc or cost per click is the amount an advertiser is willing to pay for a click on their ad.
— getting started with google ads –
google ad network consists of google’s own properties such as google.com, youtube, and playstore, as well as lots of other partner websites and apps.
googls ads is an online advertising platform developed by google, where advertisers, such as brands and businesses, create and post their ads.
— primary features of googls ads —
targeting options
ad formats
placement
goals
— targeting options —
google ads gives you the option to control who sees your ads and when someone can see your ad.
— ad formats —
this gives you the control of how your ad will look like and what different options you can go forward with.
— placement —
this gives you the control of where you can place your ad.
— goals —
goals help you answer the very important question — why are you advertising?
— to summarize, google ads help you with advertising’s core 5ws and 1h —
who sees your ads?
when can someone see your ad?
how your ad will look like and what different options you can go forward with?
where can you place your ad?
why are you advertising?
— different types of campaigns in google ads —
all the campaigns possible in google ads —
search network campaign
display network campaign
shopping campaign
video campaign
app campaign
discovery campaign
smart campaign
— search network campaign —
the google search network is a group of search-related websites and apps where your ads can appear. when you advertise on the google search network, you ad can show near search results when someone searches with terms related to one of your keywords.
— display network campaign —
it can help you reach people while they’re browsing their favourite websites, watching a youtube video, checking their gmail account, or using apps.
— shopping campaign —
shopping campaigns are relevant for e-commerce and retail stores who are looking to promote their inventory among the people who are searching for related keywords. these are also known as product listings ads.
— video campaign —
video conveys a huge amount of information in a short time. it is often also more appealing and engaging than the other form of ads. keeping these points in mind, a brand or business can use video ads to their maximum potential to convey the right message.
— universal app campaign —
this campaign is specifically for advertisers who want to drive installs of their mobile apps or drive in-app conversions.
— discovery campaign —
this campaign focuses on customer intent and delivers highly visual and personalised ad experiences to the people who are ready to discover and engage with a brand.
— smart campaign —
smart campaigns are google’s efficient, easy solution for small businesses and people who don’t want to spend too much time creating and optimising an ad campaign.
— google ads account structure —
— account —
unique email and password and billing info
— campaign —
budget and settings
— ad group —
ads with a common theme
a google ads account can contain as many as 10,000 campaigns (including active and paused campaigns) per account, 20,000 ad groups per campaign, and 50 text ads per ad group. you can manage your campaigns and ads from the “campaigns” and “ads” pages. you can even change settings for multiple campaigns at once and make new ads vased on existing ads.
— ad group —
smart phones
feature phones
smartphones —
best smartphones under 10,000
best smartphone camera
best budget smartphone
— introduction to search ads — part 1 —
— search ads components —
headline — the main text that grabs attention.
description — additional information about the product/service.
display url — the url that appears on the ad.
final url — the actual url where the user will land.
ad extensions — extra information like buttons, location, site links.
— importance of each component —
headline — attracts clicks; must be relevant and engaging.
description — provides more detail; includes a call to action.
display url — should be clean and relevant.
final url — ensures a good user experience.
ad extensions — enhances visibility and click-through rates.
— introduction to search ads — part 2 —
— how the auction system works?
advertisers bid — set a maximum amount willing to pay for a click.
ad rank calculation — google uses bid amount, ad quality, and expected impact of extensions.
winning ads — higher ad rank means better placement on search results.
— factors affecting ad rank —
bid amount — the maximum cpc (cost-per-click) bid.
ad quality — based on relevance, click-through rate, and landing page experience.
ad extensions — impact on user engagement.
— bid management strategies —
manual bidding — manually set bids for keywords.
automated bidding — google adjusts bids based on campaign goals.
enhanced cpc — adjusts manual bids based on the likelihood of conversion.
— performance metrics and optimisation strategies —
ctr & conversions
campaign analysis
refining keyword targeting
— setting up a search campaign: goals and campaign types —
choose your campaign objective —
sales — drive sales online, in app, by phone, or in store
leads — get leads and other conversions by encouraging customers to take action
website traffic — get the right people to visit your website
app promotion — get more installs, engagement and pre-registration for your app
awareness and consideration — reach a broad audience and build interest in your products or brand
local store visits and promotions — drive visits to local stores, including restaurants and dealerships.
select a campaign type —
search — get in front of high-intent customers at the right time on google search
performance max — reach audiences across all of google with a single campaign.
display — reach customers across 3 million sites and apps with engaging creative
shopping — showcase your products to shoppers as they explore what to buy
video — reach viewers on youtube and get conversions
demand gen — drive demand and conversions youtube, discover and gmail with image and video ads.
setting up a search campaign: creating a conversion action —
— to create a conversion action, click on goals (on the left side of google ads dashboard), then click on new conversion action. select the kind of conversion you want to track:
website — online sales, link clicks, page views, sign ups
app — app installs, in app purchases, an app actions
phone calls — calls from ads, calls to a number on your website, clicks on number on mobile sites
import — import data from google analytics or another source, google analytics, salesforce, offline lead conversions, phone sales
— enter the url for the website where you want to measure your conversions. scanning your website will determine if it’s already set up to measure conversions. you may also see suggestions for conversion actions you can create to measure conversions on your website.
enter your website domain and click on scan.
use website events to create conversion actions, or create them manually
create conversion actions from web and app events
you can create conversion action from website events and google analytics app events, such as checkouts or sign-ups, without having to make changes to your website’s code.
add conversion action
setting up search campaign settings-1
choose your campaign objective, select a campaign type, select the ways you’d like to reach your goal.
setting up search campaign settings-2 —
select bidding based on what you want to focus on, network (search, display), location (you can select location based on target, exclude, nearby), languages, audience segments, targeting setting for the campaign (narrow the reach of your campaign to the selected segments or don’t narrow the reach of your campaign), broad match keywords, budget.
— setting up search campaign settings-3 —
there are also advanced settings / options to choose from —
ad rotation —
optimize: prefer best performing ads
do not optimize: rotate ads indefinitely
create ads–
you can create ads by clicking on keywords ands from settings–
from keywords and settings, click on ads — create myself.
here you’ll find various options to create your ad, like sitelinks, callouts, calls.
— setting up a search campaign: ad group and keywords —
understand ad group structure and organization.
select and implement relevant keywords.
optimise ad group settings and configuration.
click create (+) icon, ad group, select campaign to be placed on ad group or create ad group for new campaign by clicking on keywords and ads from settings, edit ad group name (by default it is ad group 1), click on keywords, get keyword suggestions, get keyword ideas. save. visit tools — keyword planner under settings, here you’ll get two options: discover new keywords and get search volume and forecasts. click on discover new keywords, select start with keywords, enter products or services closely related to your business, click on get results, click on negative keyword, +negative keyword, enter or paste your negative keywords, one word or phrase per line, or separated by commas to add negative keywords to your plan. click on save.
match types help control which searches can trigger your ads —
keyword = broad match “keyword” = phrase match [keyword] = exact match
design optimised landing pages.
understand the importance of cta.
— install and activate seedprod plugin (plugins–add new) —
go to seedprod settings, create new landing page, choose a new page template, enter your new page details (you can always change it later in page settings), i.e., page name and page url, save and start editing the page. you can add/ delete/ edit page elements (blocks / text / media) as per your requirements.
ad auction —
understand ad auction requirements.
understand bid strategies and budget management.
what is ad auction?
the process that happens with each google search to decide which ads will appear for that specific search and in which order those ads will show on the page.
types of bidding —
manual cpc
enhanced cpc
maximize clicks
target cpa
target roas
maximize conversion value
maximize conversion
cpm for display ads
cpv for video ads
target impression share
introduction to display advertising —
learn about various display advertising formats
understand display advertising networks.
1. display advertising formats —
banner ads
interstitial ads
responsive ads
video ads
display advertising networks —
google display network
facebook audience network
amazon advertising
programmatic ad networks
benefits of different networks —
gdn: wide reach, various targeting options.
facebook audience network: access to facebook’s user data for precise targeting.
amazon advertising: direct access to shoppers and purchasing data.
programmatic networks: real-time bidding and highly targeted placements.
creating a display campaign:
understand and apply key components of a display campaign.
analyse and optimise display campaign performance.
click on create campaign– choose your campaign objective, like website traffic, select display as campaign type, enter your business’s website address (this is the web page people will go to after clicking your ad), enter campaign name, click continue, create a new campaign or finish a saved draft, click start new to create a new campaign, in campaign settings, select locations, languages, click budget and bidding from the left sidebar, in budget option, set your average daily budget for this campaign, in bidding option, select what do you want to focus on. (e.g., viewable impressions), click targeting from the left sidebar to set up optimized targeting for your campaign, optimized targeting helps you get more viewable impressions by using information such as your landing page and assets. you can opt out or speed up optimization by adding targeting first.
click on audience segments to suggest who should see your ads.
click the edit icon next to audience segments to edit targeted segments.
click on ‘browse’ tab to browse existing audience segments, click on ‘search’ tab to search existing segments. type your desirable segment name in ‘search’ tab, and click on optimized targeting on the left sidebar.
optimized targeting helps you get more viewable impressions within your budget. google may find people beyond your targeting signals.
click on ads from the left sidebar, here, you’ll get option to enter final url, business name, images, logos, videos.
googlre display ads sizes to find image sizes for image ads. you can refer to google help from search results to find out image ad sizes.
introduction to video advertising —
what are video ads?
refers to ads that play before, during, or after streaming video content online.
also includes video ads that are embedded within web pages.
why video ads are important?
high engagement
stronger message delivery
improved conversion rates
enhanced targeting
benefits of video advertising —
enhanced engagement and storytelling capabilities.
ability to reach a broad audience on youtube and gdn.
diverse targeting options to reach specific demographics, interests, and behaviors.
measurement and analytics to track performance and roi.
creating effective video ads —
understanding cta
attention grabbing content
understanding length and format
ensuring mobile friendliness
future trends in video advertising —
interactive video ads
live streaming ads
augmented reality (ar) and virtual reality (vr) ads
creating a video campaign —
understand and implement the steps to create a video campaign in google ads.
analyse and optimise video ad performance using google ads tools.
click on create (+) icon, create, choose your campaign objective, like leads, click continue, select video as campaign type, you have the option to enter campaign name, location, languages, bid strategy (like target cpa, maximize conversions, maximize conversion value, target roas), budget and dates (budget: you can set budget to an amount that can help improve your campaign’s performance, dates: you can enter start date and end date), networks (youtube, video partners on the google display networks; youtube and google, youtube: ads can appear on youtube and channels, youtube home, and in youtube search results, google tv: ads can appear in video-streaming apps available with google tv. the google tv network is only available for campaigns running in the united states, google partners: video partners on the google display network. video partners extend the reach of video ads to a collection of sites and apps in the google display network), assets (you can get up to 24% more conversions by adding assets; assets include sitelinks (you can add additional links to your ad, you can create campaign-level sitelinks, add atleast 2 sitelinks, 4 or more is recommended), product feed (add your google merchant center (gmc) feed to show products with your ads)), create your ad group, people who you want to reach (define your audience; audiences allow you to reach people based on who they are, their interests and habits, what they’re actively researching, or how they’ve interacted with your business or organization. to ensure your ads deliver the best results, select an existing audience or create a new one, to create a new audience, click on add an audirence, select an audience, search by audience name, or click on new audience to create a new audience. enter audience name, include people who match any of the following:
custom segments: people based on their search activity, downloaded apps, or videos.
your data: people who have previously interacted with your business.
interests & detailed demographics: people based on their interests, life events, or detailed demographics.
optimized targeting helps you get more conversions by using information such as your landing page and assets. you can speed up optimization by creating or adding an audience, or opt out afterwards.
click on create your video ads, create one or more ads now, or skip this step and create them later. your campaign won’t run without at least one ad.
upload your youtube video —
you can select up to 5 videos, add videos longer than 10 seconds and ideally, shorter than 3 minutes.
creating a discovery campaign —
comprehend the unique features and benefits of discovery campaigns.
execute the setup and configuration of a discovery campaign
click on create (+) icon, click campaign, select your campaign objective such as website traffic. select demand gen as campaign type, click continue, you can create a new campaign or finish a saved draft. click start new to create new campaign, enter campaign name, enter product feeds, use a product feed with your campaign to show the most relevant products in your ads, run a product feed campaign, improve your campaign performance by adding your product feed to show personalized product recommendations.
select campaign goal: conversions, clicks, conversion-value. (conversions: get more sales or other conversion actions with your audiences by using a conversion based bid strategy, clicks: get more traffic, engagement or leads with your ads using a cost-per-click based bid strategy, conversion-value; get more sales or other conversion actions to get the most value or at a value you set).
select conversion goals (if you selected conversions as campaign goal), there are two conversion goal to choose from:
conversion goals — purchases
conversion source — website
conversion goals — submit lead
conversion source — google hosted
select budget and dates (if you selected clicks as campaign goal), enter budget type and amount, enter start date and end date.
enter location and language, enter devices, you have the option to show your ads on all eligible devices (computers, mobile, tablet, and tv screens), or set specific targeting for devices, advanced targeting for mobile phones and tablets is based on operating system (all operating system), device models (all device models), networks (all networks).select ad schedule (to limit when your ads can run, set an ad schedule. keep in mind that your ads will only run during these times, third-party measurement — add vendors to let them see measurement data for the campaign, only vendors that have already been added to your account can be used for new campaigns — third-party measurement coverage is limited for demand gen campaigns. contact your vendor for more info, there are no available vendors for this campaign. you can add new vendors in your account settings
select campaign url options — enter tracking template, final url suffix, custom parameters.
creating a smart campaign
understand the fundamentals of smart campaigns.
develop skills in designing and implementing smart campaigns.
analyse and optimise smart campaign performance.
click create (+) icon, click campaign, select create a campaign without a goal’s guidance as campaign objective, select smart (reach customers with a one-stop solution built for small businesses) as campaign type. click on continue.
in the next screen, click on switch to expert mode if you are a professional marketer.
in the nex screen again you’ll have to choose campaign objective (create a campaign without a goal’s guidance) and campaign type (smart), click on continue.
you’ll get an option to set up your campaign quickly by linking accounts, click yes, use this info from this business profile, if you want to set up your campaign by linking accounts, otherwise, click on no, don’t use this info, click next, in the next screen, provide information regarding where should people go after clicking your ad, select website — consider what you’re advertising, and enter the most relevant page of your website. this might be your homepage, or a more specific page, or select your business profile (optimized for your ads) — don’t have a website, send people to your business profile.click next, you’ll see the screen / page people will come after they click your ad, click next, specify what’s your main advertising goal (get more calls, get more website sales or leads, get more visits to your physical location, get more views and engagement on youtube, select get more website sales or leads, next you’ll see an screen specifying we didn’t find google analytics on your website. set it up now to get a clear picture of your ad performance.
— understand your visitor engagement
— measure and monitor results
— optimize for better performance
— make data driven decisions
click on skip for now to continue without google analytics (your campaign may not perform well, and you can’t measure the effectiveness of your ads
now it’s time to write your ad —
the more headlines and description lines you provide, the more combinations will be tested to learn which perform the best over time —
— headlines — adding 3 headlines or more will help your ad performance —
e.g., headline 1 — internships, headline 2 — jobs, headlines 3 — find it workers more easily
— descriptions — adding 2 descriptions or more will help your ad performance —
e.g., description 1 — internships | jobs | trainings & placement guarantee courses, description 2 — join a internshala family, search for jobs & internships near you
next, you’ll get an option to show a call button in your ad, you can enable / disable as per your preference.
next, you’ll get an option to add keyword themes to match your ad to searches —
e.g., if your keyword is internship jobs, then you’ll get a lot of suggested keyword themes based on your selected keyword themes (internship jobs).
select all required suggested keyword themes and click on next, next, you’ll get an option to show your ad in the right places —
select either advertise near an address or advertise in specific zip codes, cities, or regions, click next, now, you’ll get an option to set a budget to get the results you want, you only pay for clicks on your ad. some days you might send less than your daily average, and on others you might spend more. but over the month you won’t pay more than your monthly max.
introduction to shopping campaign —
grasp the fundamentals of shopping campaigns.
understand the benefits of shopping campaigns.
what is shopping campaign?
advertising format to showcase products with images, prices, and details.
benefits of shopping campaigns —
product-centric ads
automated targeting
enhanced visibility
how shopping campaigns work?
based on product data from your inventory
ads appear in google search and shopping tab
key components of shopping campaigns —
product feed
campaign structure
bidding strategies
setting up a shopping campaign —
click create (+) icon, click campaign, select sales as your campaign objective, click continue, select shopping as campaign type, after selecting shopping as campaign type, you’ll get a page specifying add products to this campaign, to advertise products on your website , select a merchant center account, if there is no such an account, you’ll get a notification there are no products in this merchant center account, you can still create a campaign, but ads using product data won’t show until products are added and approved in merchant center. all products from the selected account will be available to advertise in this campaign.
set up google merchant center account —
visit google merchant center website
overview — drive sales and reach more customers on google search, google maps, youtube, google shopping, google images — easily manage and promote your business and products to millions of shoppers across google with the merchant center.
click start now, sign in to google merchant center with google account.
next, tell google about your business (this will help google tailor its services to your business needs)
do you sell products online? Yes, no (if yes, enter your store’s website address)
do you have a physical store? yes, no, click continue,
— show your products on google for free —
reach the hundreds of millions of people looking to buy products like yours by adding your products to their google.
just as google doesn’t charge sites to show in google search, your products can appear in product results across google, for free.
— where your products will show —
google will connect you with the right customers, across, search, youtube, images, and assistant. customers will see your product listing on google and go to your website to buy.
— what you need —
your own online store — you need to have an online store that accepts payments, has clearly priced products, offers returns, and includes your contact information.
products, not services — you need to sell products. services such as consulting, messages, and repairs can’t be shown in free listings.
next, you’ll see an screen —
— let customers discover your products on google
show and edit products from your website across search, maps, youtube, and more with merchant center
continue to merchant center
your google merchant center account has been created, you need to complete some steps to show your products on google, such as —
add your business address
verify your phone number to confirm it’s you
confirm the online store of your business
add details to show how you ship your products
add your products
on the left sidebar, you’ll get options such as —
overview
notifications
your business — products, shipping and returns, business info
marketing — free listings, ad campaigns
analytics —
summary
products
click ad campaigns, here you’ll get a prompt, get more customers and sales with google ads, complete the following steps to start advertising your products —
advertise your products on google
–link to google ads
–add billing details
–create a campaign
visit google ad campaign page, add products to this campaign — to advertise products on your website, select a merchant center account — click on add products, click add product source, here you’ll get options to add products from a file, use a google sheets template, add products using api.
after that, you’ll get an option to select a campaign subtype, keep in mind that this selection can’t be changed later.
— performance max campaign — get the best of google’s automation to reach customers across all channels.
— standard shopping campaign — pick your products, bid strategy, budget, and targeting. you can show ads on the google search network.
enter campaign name.
— introduction to remarketing campaign —
learn the basics of remarketing
understand the benefits of remarketing
what is remarketing?
remarketing targets users who have previously visited your website.
it shows ads to remind them of your products or services.
how it works?
tracks user behavior on your site with cookies.
displays targeted ads on other websites or platforms they visit.
types of remarketing —
standard remarketing
dynamic remarketing
standard remarketing shows ads to past visitors.
dynamic remarking shows custom ads based on specific products viewed.
key features of remarketing —
customized audience segment
dynamic remarketing
cross-platform reach
benefits of remarketing —
increased conversion rates
cost-effective advertising
enhanced brand recall
common platforms —
google ads
facebook ads
instagram ads
best practices —
create compelling ad creatives.
set frequency caps to avoid overexposure.
segment audiences for more personalized ads.
— creating a remarketing campaign in google ads —
develop proficiency in setting up and managing remarketing campaigns.
analyze and optimize the performance of remarketing campaigns.
visit google ads —
on the left sidebar, you’ll get options such as:
— campaign —
overview
recommendations
insights and reports
campaigns
audiences, keywords, and content
change history
— goals —
conversions (summary, value rules, custom variables, settings, uploads)
measurement (attribution)
— tools —
planning
shared library (audience manager, exclusion lists, brand lists, asset library, location groups)
content suitability
data manager
troubleshooting
bulk actions
budgets and bidding
business data
— billing
— admin —
account settings
preferences
notifications
access and security
— to create remarketing campaign, click tools — audience manager, in audience manager screen, you’ll get following options —
your data segments, audiences, custom segments, combined segments, your data insights, your data sources.
reach people who have engaged with your business — your data segments help you reach people who have visited your website, watched your video, engaged with your app, or shared their contact information. set up an audience source to reach the right people, with the right message, at the right moment.
click on your data insights, here you’ll get a prompt, your insights need a source, set up or link an audience source to access insights about your audience and discover patterns in your targeting performance.
— set up at least one audience source
— have a list with more than 1,000 people
click on set up an audience source
in the next screen, under audience manager option, you’ll get a prompt set up or link audience sources to unlock the power of remarketing (show potential customers personalized ads