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Google Ads

Essentials Course

Pia Mikhael

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Overview

Set up a Search and a Performance Max campaign

Who is it for? Agencies, media buyers, people who are new to Google ads

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Part 1:

What is Google Ads?

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Part 1 - What is Google Ads?

Channels

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Part 1 - What is Google Ads?

App Promotions

Sales

Leads

Website Traffic

Awareness & Consideration

Campaign Goals

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Part 2:

Google Ads Basics

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Part 2 - Google Ads Basics

Exact Match

Phrase Match

Broad Match

Keywords

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Keyword: Wedding Dress

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Part 2 - Google Ads Basics

[Wedding Dress]

Keyword

Exact

Phrase

Broad

Appears for

“Wedding Dress”

Wedding Dress

Exact searches and close variations of exact searches

Searches with the phrase in it

Related searches

Search term

Wedding dress

Buy wedding dress

Dress for weddings

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Part 2 - Google Ads Basics

Exact Match

Phrase Match

Broad Match

Negative Keywords

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Keyword: Wedding Dress

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Part 2 - Google Ads Basics

[Wedding Dress]

Negative KW

Exact

Phrase

Broad

Won’t Appear for

“Wedding Dress”

Wedding Dress

Searches that include your exact keyword, in that order.

Searches with the phrase in it, in that order

Searches with all of the words, in any order

Example

Won’t appear for: Wedding dress

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Will appear for: White wedding dress

Won’t appear for: White wedding dress

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Will appear for: Dress for wedding

Won’t appear for: White wedding dress, dress for weddings

​

Will appear for: White party dress

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Bids

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Part 2 - Google Ads Basics

Where your ads should show

Google Ads Auction

Manual; Automated; Smart

Bidding Strategies

The maximum you are willing to pay for a click

Bids

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Part 2 - Google Ads Basics

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Manual CPC

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Part 2 - Google Ads Basics

You set the keyword bids

What

New campaigns; Full control over bids;

Use case

Regular monitoring

Note

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Enhanced

CPC

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Part 2 - Google Ads Basics

An automated version of “Manual CPC.”

What

Semi-automated; Allows Google to adjust CPC

Less control over bids

Note

Use case

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Maximize Clicks

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Part 2 - Google Ads Basics

As many clicks as possible within your budget

What

Budget efficiency

No control over bids; CPCs can rise

Note

Use case

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Maximize Conversions

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Part 2 - Google Ads Basics

To get the most conversions for your budget

What

Leads; Products with the same price

tCPA Goal

Use case

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Maximize Conversions

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Part 2 - Google Ads Basics

Most conversions for your budget

What

Leads; Products with the same price

tCPA Goal

Use case

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Maximize Conversion Value

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Part 2 - Google Ads Basics

Highest return on purchases

What

E-commerce

tROAS Goal

Use case

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Target Impression Share

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Part 2 - Google Ads Basics

Can get expensive for branded terms

To gain more visibility on Google’s results

What

Brand campaigns

Note

Use case

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Part 2 - Google Ads Basics

Grading the ad and the website

Keyword-level

Quality Score

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Part 2 - Google Ads Basics

Expected CTR

Quality Score

Ad Relevance

Landing Page Experience

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Part 2 - Google Ads Basics

Ad placement

Ad Rank

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Part 2 - Google Ads Basics

Ad relevance + expected CTR + Landing page experience = Quality Score

Quality Score x Bids

Ad Rank

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Part 2 - Google Ads Basics

Best practice: Have as many as possible

Ad Assets

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Part 2 - Google Ads Basics

Sitelink

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Part 2 - Google Ads Basics

Callout

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Part 2 - Google Ads Basics

Location

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Part 2 - Google Ads Basics

Structured Snippets

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Part 2 - Google Ads Basics

Call

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Part 2 - Google Ads Basics

Image

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Part 2 - Google Ads Basics

Lead Form

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Part 2 - Google Ads Basics

Promotion

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Part 2 - Google Ads Basics

Price

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Part 2 - Google Ads Basics

*NEW*

In any position

Headline

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Part 2 - Google Ads Basics

*NEW*

In any position

Description

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Part 3:

Search Campaign

Set Up

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Account Hierarchy

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Part 3 - Search Campaign Set Up

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Campaign

Keywords

Keywords

Ad group

Ad group

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Part 4:

Search Campaign Optimization

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Part 4 - Search Campaign Optimization

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Optimization Score

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Part 4 - Search Campaign Optimization

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*IN PLATFORM*

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Part 5:

Performance Max Campaign Set Up

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Part 5 - Performance Max Campaign Set Up

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*IN PLATFORM*

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Part 5 - Performance Max Campaign Set Up

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PMax Optimization