DIGITAL MARKETING SHORT SUMMARY
Business objectives that google ads can help with:
- Drive sales
- Get leads
- Increase web visits
- Influence consideration
- Build awareness
- Promote your app
Google ads is built around 3 objectives:
- Relevance
- Control
- Results
Google ads campaign types & main goals:
- Search awareness, consideration, taking action
- Display exposure, audiences w/specific interests
- Video business story to life, engaging customers
- Shopping boost traffic, online & local inventory, better-qualified leads
- App engagement, app installs, in-app actions
Specialized campaign types:
- Local
- Hotel
- Discovery
Automated solution for small businesses smart campaigns
- Choose business goals
- Machine learning will deliver results
Optimizing your campaign to engage the most meaningful audiences:
- Device targeting
- Locations & language targeting
- Bidding & budget settings
o Bid strategy = controls how you pay for users to interact w/your ads
o Bid limit = the most you’ll pay per click for ads in an ad group
o Budget = average amount you’re willing to spend each day
- Ad extensions
1
,Setting up a search campaign (questions to think through):
- Where do you want your ads seen?
- How much do you want to invest?
- What do you want to share in your ads?
- What keywords will match your customer’s search terms?
What is a campaign based on?
- Marketing goal = main thing you want to achieve for your business
- Actions you’d like customers to take
Search campaign set-up consists of:
- Campaign
- Networks setting = where you want your ads to appear (based on selected campaign
type)
- Devices
- Location & languages
- Bidding & budget
Things that bidding & budget will impact (these are also marketing goals):
- Web traffic = get more customers to learn about your new products
- Leads = gather contact details through a sign-up page
- Sales = encourage customers to complete a purchase
How to get the right customers to see your ads:
- Ad groups (best to be focused around themes or products)
- Keywords
- Text ads
- Dynamic search ads
More search campaign settings:
- Ad extensions
- Start & end date (of a campaign)
- Ad scheduling (when your ads show)
How to control which searches prompt your ads:
- Think like your customer keyword targeting
- Think about your business goals match types
- Get google to do it for you dynamic search ads (text ads & keyword lists
developed automatically, based on your website content)
2
, Types of ‘match types’ (from broad to narrow):
- Broad match (default match type)
- Broad match modifier
good to use these 2 if you want to spend less time building exhaustive keyword lists
- Phrase match good fit if you’re looking for something that’s more flexible than
exact match, but more targeted than broad match
- Exact match very specific user searches
- Negative keywords = adding a minus (-) sign in front of a keyword makes it negative,
meaning it won’t show if someone includes that keyword in their search
Dynamic search ads: why?
You want your ads to show for searches that are relevant to your business even the ones
you didn’t come up with
Creating keyword lists = exhausting & time-consuming
There’s a high volume of searches that you can’t foresee
Dynamic search ads: what?
these can help you increase the reach of your search campaigns, by customizing &
targeting your ads, based on Google’s understanding of your site.
Dynamic search ads: how?
1) You specify pages of your site + daily budget + ad template
2) Customer enters their search term in google search
3) If you have relevant content to the search, google dynamically creates: ad headline +
destination URL to best matching page on your site
google’s web crawling tech is used by dynamic search ads to index your site, and
this index list is used to determine if your site is relevant to a customer’s search
Dynamic search ads: key benefits
- Reach & coverage
- Efficiency & time savings
3
Business objectives that google ads can help with:
- Drive sales
- Get leads
- Increase web visits
- Influence consideration
- Build awareness
- Promote your app
Google ads is built around 3 objectives:
- Relevance
- Control
- Results
Google ads campaign types & main goals:
- Search awareness, consideration, taking action
- Display exposure, audiences w/specific interests
- Video business story to life, engaging customers
- Shopping boost traffic, online & local inventory, better-qualified leads
- App engagement, app installs, in-app actions
Specialized campaign types:
- Local
- Hotel
- Discovery
Automated solution for small businesses smart campaigns
- Choose business goals
- Machine learning will deliver results
Optimizing your campaign to engage the most meaningful audiences:
- Device targeting
- Locations & language targeting
- Bidding & budget settings
o Bid strategy = controls how you pay for users to interact w/your ads
o Bid limit = the most you’ll pay per click for ads in an ad group
o Budget = average amount you’re willing to spend each day
- Ad extensions
1
,Setting up a search campaign (questions to think through):
- Where do you want your ads seen?
- How much do you want to invest?
- What do you want to share in your ads?
- What keywords will match your customer’s search terms?
What is a campaign based on?
- Marketing goal = main thing you want to achieve for your business
- Actions you’d like customers to take
Search campaign set-up consists of:
- Campaign
- Networks setting = where you want your ads to appear (based on selected campaign
type)
- Devices
- Location & languages
- Bidding & budget
Things that bidding & budget will impact (these are also marketing goals):
- Web traffic = get more customers to learn about your new products
- Leads = gather contact details through a sign-up page
- Sales = encourage customers to complete a purchase
How to get the right customers to see your ads:
- Ad groups (best to be focused around themes or products)
- Keywords
- Text ads
- Dynamic search ads
More search campaign settings:
- Ad extensions
- Start & end date (of a campaign)
- Ad scheduling (when your ads show)
How to control which searches prompt your ads:
- Think like your customer keyword targeting
- Think about your business goals match types
- Get google to do it for you dynamic search ads (text ads & keyword lists
developed automatically, based on your website content)
2
, Types of ‘match types’ (from broad to narrow):
- Broad match (default match type)
- Broad match modifier
good to use these 2 if you want to spend less time building exhaustive keyword lists
- Phrase match good fit if you’re looking for something that’s more flexible than
exact match, but more targeted than broad match
- Exact match very specific user searches
- Negative keywords = adding a minus (-) sign in front of a keyword makes it negative,
meaning it won’t show if someone includes that keyword in their search
Dynamic search ads: why?
You want your ads to show for searches that are relevant to your business even the ones
you didn’t come up with
Creating keyword lists = exhausting & time-consuming
There’s a high volume of searches that you can’t foresee
Dynamic search ads: what?
these can help you increase the reach of your search campaigns, by customizing &
targeting your ads, based on Google’s understanding of your site.
Dynamic search ads: how?
1) You specify pages of your site + daily budget + ad template
2) Customer enters their search term in google search
3) If you have relevant content to the search, google dynamically creates: ad headline +
destination URL to best matching page on your site
google’s web crawling tech is used by dynamic search ads to index your site, and
this index list is used to determine if your site is relevant to a customer’s search
Dynamic search ads: key benefits
- Reach & coverage
- Efficiency & time savings
3
