- Feb 9, 2024
- 18
- 4
Glossary of Terms
CTR (Click Through Rate) - the number of clicks on an ad divided by the number of impressions.
Geographic targeting (Locations) - where people who will see your ads should be located (country, region, city, neighborhood, radius around a point on a map).
Ad Group - contains one or more ads and targets a single set of keywords
Daily budget - the amount you are willing to spend for ads per day (Google has the right to exceed it by 2 times)
Keyword - instructions for selecting search queries to show your ads for
Conversion - important for business action that a user performs on your site (purchase, order, view prices, ...)
Minus word - a word that will not show your ad if it appears in a search query.
Search query - a word or phrase that people use to find your product or service on Google
Quality Score (QS) - A score between 1 and 10 that Google assigns to each keyword. This is enabled in the Keywords section: Columns → Edit Columns → Quality Score Shows - how many times your ad has been shown to users Default Rate
(Maximum Cost Per Click) - the maximum amount you are willing to pay for each click on your ad.
Cost Per Click (CPC) - the amount you pay each time a person clicks on your ad.
Language targeting (Languages) - what language the devices or user requests should be in
Basic setup of campaigns on Search
Always select “Not specifying a target”, this way there will be more customization available
Campaign type Search
Give a meaningful campaign name
Disable “Search Partners” and “Contextual Media Network”.
Select geographic targeting (only those that are in the given
geo )
Select language targeting
Set the daily budget of the campaign (on fresh accounts I advise to set the budget up to 20$)
Choose a strategy of assigning bids (the first campaign I advise you to rate the maximum number of clicks)
Give a name to the group of ads
Assign default rate
Enter keywords
Write ad text
Create ad extensions
Analyze and optimize
Classification of types of advertising campaigns in Google Ads
Main types of advertising campaigns in Google Ads
Search campaigns:
Purpose: To attract users who are actively searching for your product or service.
Ad Format: Text ads that appear in Google search results.
Targeting: Keywords, demographics, interests.
Benefits: High relevancy, ability to precisely control bids and budget.
Contextual Media Network (CMN) campaigns:
Purpose: Show your ads on millions of websites and apps around the world.
Ad Format: Banners, text ads, video ads.
Targeting: Page context, user interests, remarketing.
Benefits: Wide audience reach, ability to create a variety of ads.
Shopping campaigns:
Purpose: To showcase your products directly in Google search results.
Ad format: Product cards with product image, price and other details.
Targeting: Product feeds, keywords.
Benefits: Visual appeal, ability to compare products.
Video campaigns:
Purpose: Show videos on YouTube and other video platforms.
Ad format: Short videos, banners with videos.
Targeting: Interests, demographics, keywords, remarketing.
Benefits: High audience engagement, opportunity to tell a brand story.
Campaigns for apps:
Goal: Promote mobile apps on Google Play and App Store.
Ad format: Text ads, banners, video ads.
Targeting: Interests, demographics, users who have already installed your app.
Benefits: Increased installs and user engagement.
New formats and strategies
Performance Max: Automated campaigns that use machine learning to optimize results across all Google channels.
Discovery: Allow ads to appear in your Gmail feed, YouTube, and other Google services.
Local Campaigns: Help drive customers to physical stores or local events.
When to use which type of campaign?
Search Network: When users are actively searching for your product or service.
PBC: When you want to reach a wide audience and build brand awareness.
Shopping campaigns: If you sell products online.
Video Campaigns: To create an emotional connection with your audience and show your product in action.
App campaigns: To promote mobile apps.
Performance Max and Discovery: For automated optimization and reaching a wide audience.
Local campaigns: To drive customers to physical stores.
Strategies for setting bids in Google Ads
Basic strategies and when to use them.
Manual bid assignment:
Advantages: Full control over bids. You set your own maximum price per click for each keyword or ad group.
When to use: When you want to have maximum control over your budget and are ready to constantly monitor and optimize bids. Suitable for power users.
Automated strategies:
Maximize clicks:
Goal: Get the maximum number of clicks on your ads.
When to use: When launching a new campaign to quickly draw attention to your product or service. However, not recommended for the long term as it doesn't always guarantee a high ROI.
Maximize conversions:
Goal: Get the maximum number of conversions (e.g. purchases, calls).
When to use: When you are accurately tracking all conversions and want to increase the number of conversions quickly. However, for long-term optimization, it's better to switch to a Target Price Per Conversion strategy.
Target Price Per Conversion:
Goal: Optimize bids to achieve a target cost per conversion.
When to use: When you know exactly how much you're willing to pay for each conversion.
Maximize the value of a conversion:
Goal: Maximize the total value of all conversions.
When to use: When you're tracking revenue from each order and want to maximize total revenue.
Target Return on Investment (ROAS):
Goal: Achieve a target level of return on investment.
When to use: When you know exactly your desired ROI level and are tracking profit from orders.
Target percentage of impressions received:
Goal: To show your ad as often as possible.
When to use: Not recommended as it can lead to unnecessarily high costs.
Keyword selection in Google Ads: an advanced guide
Understanding keywords
Keywords are the foundation of your Google Ads campaign. They determine which search queries users will see your ad for. Choosing the right keywords directly affects the effectiveness of your ads and cost per click.
Tips for selecting keywords
1- Analyze your target audience and product:
What are your potential customers looking for? Make a list of the services or products you offer.
What problems are they looking to solve? Think about what questions your customers are asking.
How do they describe your product or service? Study reviews, competitors' search terms.
2- Using tools:
Google Keyword Planner: Helps you find new keyword ideas and gauge their popularity.
Competitor Analysis Services: Allows you to see what keywords your competitors are using.
3- Keyword Match Types:
Exact match: Your ads will only be shown for exact matches to a keyword or close variants of it. For example, [buy Nike sneakers].
Phrase Match: Your ads will be shown for queries that contain the keyword in the exact order or with other words added before and after it. For example, “buy Nike sneakers”.
Common Match: Your ads can be shown for a wide range of queries related to your keyword. For example, buy sneakers.
Quality Score, QS
Expected CTR
Ad relevance to the query
Position on the search results page
Ad visibility at a quick glance
Ad relevance
Keywords in the ad
Keyword research
Keyword grouping
Quality of landing page
Presence of keywords on the page
META tags in the page code
Behavioral factors
Ad extensions
Additional link - links to other useful pages on your site
Clarification - additional information in the ad text
Structured description - descriptions of products/services categorized by category
Image - ability to use pictures in the ad (not always available)
Phone numbers - adds “Call” button on mobile devices
Customer Form - fields to get customer contacts (not always available)
Address - displays your address after verification in Google My Business
Affiliate Addresses - points of sale for your products (not available everywhere)
Price - shows the price of your products or services in the ad
App links - adds a link to your Android/iOS app
Promotion - adds information about discounts to your ad
Campaign Optimization
Increase your Quality Score to 10 to save money on every click
Regularly check your Search Queries report and refill your minus words to remove unwanted queries.
Move ineffective keywords into new groups and create more relevant ads for them.
Continuously test different ad texts to improve effectiveness
Set up conversion tracking so you know which ads are driving leads, not just clicks.
Adjust bids on:
Keywords based on their conversion to orders
Regions, cities, neighborhoods that bring in more orders
Time of day and day of the week, when the largest number of orders.
Devices (mobile, tablet, PC) that bring in more orders
We are waiting for your comments on our tip ) Hope it will be useful to you
CTR (Click Through Rate) - the number of clicks on an ad divided by the number of impressions.
Geographic targeting (Locations) - where people who will see your ads should be located (country, region, city, neighborhood, radius around a point on a map).
Ad Group - contains one or more ads and targets a single set of keywords
Daily budget - the amount you are willing to spend for ads per day (Google has the right to exceed it by 2 times)
Keyword - instructions for selecting search queries to show your ads for
Conversion - important for business action that a user performs on your site (purchase, order, view prices, ...)
Minus word - a word that will not show your ad if it appears in a search query.
Search query - a word or phrase that people use to find your product or service on Google
Quality Score (QS) - A score between 1 and 10 that Google assigns to each keyword. This is enabled in the Keywords section: Columns → Edit Columns → Quality Score Shows - how many times your ad has been shown to users Default Rate
(Maximum Cost Per Click) - the maximum amount you are willing to pay for each click on your ad.
Cost Per Click (CPC) - the amount you pay each time a person clicks on your ad.
Language targeting (Languages) - what language the devices or user requests should be in
Basic setup of campaigns on Search
Always select “Not specifying a target”, this way there will be more customization available
Campaign type Search
Give a meaningful campaign name
Disable “Search Partners” and “Contextual Media Network”.
Select geographic targeting (only those that are in the given
geo )
Select language targeting
Set the daily budget of the campaign (on fresh accounts I advise to set the budget up to 20$)
Choose a strategy of assigning bids (the first campaign I advise you to rate the maximum number of clicks)
Give a name to the group of ads
Assign default rate
Enter keywords
Write ad text
Create ad extensions
Analyze and optimize
Classification of types of advertising campaigns in Google Ads
Main types of advertising campaigns in Google Ads
Search campaigns:
Purpose: To attract users who are actively searching for your product or service.
Ad Format: Text ads that appear in Google search results.
Targeting: Keywords, demographics, interests.
Benefits: High relevancy, ability to precisely control bids and budget.
Contextual Media Network (CMN) campaigns:
Purpose: Show your ads on millions of websites and apps around the world.
Ad Format: Banners, text ads, video ads.
Targeting: Page context, user interests, remarketing.
Benefits: Wide audience reach, ability to create a variety of ads.
Shopping campaigns:
Purpose: To showcase your products directly in Google search results.
Ad format: Product cards with product image, price and other details.
Targeting: Product feeds, keywords.
Benefits: Visual appeal, ability to compare products.
Video campaigns:
Purpose: Show videos on YouTube and other video platforms.
Ad format: Short videos, banners with videos.
Targeting: Interests, demographics, keywords, remarketing.
Benefits: High audience engagement, opportunity to tell a brand story.
Campaigns for apps:
Goal: Promote mobile apps on Google Play and App Store.
Ad format: Text ads, banners, video ads.
Targeting: Interests, demographics, users who have already installed your app.
Benefits: Increased installs and user engagement.
New formats and strategies
Performance Max: Automated campaigns that use machine learning to optimize results across all Google channels.
Discovery: Allow ads to appear in your Gmail feed, YouTube, and other Google services.
Local Campaigns: Help drive customers to physical stores or local events.
When to use which type of campaign?
Search Network: When users are actively searching for your product or service.
PBC: When you want to reach a wide audience and build brand awareness.
Shopping campaigns: If you sell products online.
Video Campaigns: To create an emotional connection with your audience and show your product in action.
App campaigns: To promote mobile apps.
Performance Max and Discovery: For automated optimization and reaching a wide audience.
Local campaigns: To drive customers to physical stores.
Strategies for setting bids in Google Ads
Basic strategies and when to use them.
Manual bid assignment:
Advantages: Full control over bids. You set your own maximum price per click for each keyword or ad group.
When to use: When you want to have maximum control over your budget and are ready to constantly monitor and optimize bids. Suitable for power users.
Automated strategies:
Maximize clicks:
Goal: Get the maximum number of clicks on your ads.
When to use: When launching a new campaign to quickly draw attention to your product or service. However, not recommended for the long term as it doesn't always guarantee a high ROI.
Maximize conversions:
Goal: Get the maximum number of conversions (e.g. purchases, calls).
When to use: When you are accurately tracking all conversions and want to increase the number of conversions quickly. However, for long-term optimization, it's better to switch to a Target Price Per Conversion strategy.
Target Price Per Conversion:
Goal: Optimize bids to achieve a target cost per conversion.
When to use: When you know exactly how much you're willing to pay for each conversion.
Maximize the value of a conversion:
Goal: Maximize the total value of all conversions.
When to use: When you're tracking revenue from each order and want to maximize total revenue.
Target Return on Investment (ROAS):
Goal: Achieve a target level of return on investment.
When to use: When you know exactly your desired ROI level and are tracking profit from orders.
Target percentage of impressions received:
Goal: To show your ad as often as possible.
When to use: Not recommended as it can lead to unnecessarily high costs.
Keyword selection in Google Ads: an advanced guide
Understanding keywords
Keywords are the foundation of your Google Ads campaign. They determine which search queries users will see your ad for. Choosing the right keywords directly affects the effectiveness of your ads and cost per click.
Tips for selecting keywords
1- Analyze your target audience and product:
What are your potential customers looking for? Make a list of the services or products you offer.
What problems are they looking to solve? Think about what questions your customers are asking.
How do they describe your product or service? Study reviews, competitors' search terms.
2- Using tools:
Google Keyword Planner: Helps you find new keyword ideas and gauge their popularity.
Competitor Analysis Services: Allows you to see what keywords your competitors are using.
3- Keyword Match Types:
Exact match: Your ads will only be shown for exact matches to a keyword or close variants of it. For example, [buy Nike sneakers].
Phrase Match: Your ads will be shown for queries that contain the keyword in the exact order or with other words added before and after it. For example, “buy Nike sneakers”.
Common Match: Your ads can be shown for a wide range of queries related to your keyword. For example, buy sneakers.
Quality Score, QS
Expected CTR
Ad relevance to the query
Position on the search results page
Ad visibility at a quick glance
Ad relevance
Keywords in the ad
Keyword research
Keyword grouping
Quality of landing page
Presence of keywords on the page
META tags in the page code
Behavioral factors
Ad extensions
Additional link - links to other useful pages on your site
Clarification - additional information in the ad text
Structured description - descriptions of products/services categorized by category
Image - ability to use pictures in the ad (not always available)
Phone numbers - adds “Call” button on mobile devices
Customer Form - fields to get customer contacts (not always available)
Address - displays your address after verification in Google My Business
Affiliate Addresses - points of sale for your products (not available everywhere)
Price - shows the price of your products or services in the ad
App links - adds a link to your Android/iOS app
Promotion - adds information about discounts to your ad
Campaign Optimization
Increase your Quality Score to 10 to save money on every click
Regularly check your Search Queries report and refill your minus words to remove unwanted queries.
Move ineffective keywords into new groups and create more relevant ads for them.
Continuously test different ad texts to improve effectiveness
Set up conversion tracking so you know which ads are driving leads, not just clicks.
Adjust bids on:
Keywords based on their conversion to orders
Regions, cities, neighborhoods that bring in more orders
Time of day and day of the week, when the largest number of orders.
Devices (mobile, tablet, PC) that bring in more orders
We are waiting for your comments on our tip ) Hope it will be useful to you