Hi, my name's Eu Gene, from the Google Asia-Pacific headquarters.
Thank you for attending the webinar
on preparing for the Google Ads Fundamentals exam.
I will bring you through, in this short webinar
a couple of important items
for you to prepare for the Google Ads Fundamentals exam
starting from "Why online advertising?"
Then we'll talk about planning your campaign and setting your budget
how to do the right budgeting for your campaign.
We will refresh on how to manage your accounts.
Finding the right audience.
It's very important for us to find the right audience for your campaign
to get maximum exposure and benefits of the campaign.
I will update you on the latest bidding strategies
that are available in Google Ads.
Lastly, let's talk about getting the most out of Google Ads
and not just to pass the exam.
Let's start with "Why online advertising?"
What are the benefits of online advertising versus traditional advertising?
When we talk about traditional advertising
we are referring to traditional media advertising
like newspapers, television, radio, and magazines.
For traditional advertising, typically, you'll be searching for customers.
You'll be printing or displaying your advertisements.
Hopefully, most of your prospects will be able to see them.
However, online, the customers are searching for you
by putting in the keywords of the intention, and your ads will display alongside.
Let's move on to the next section.
Let's talk about how to plan your campaign
and I will refresh you on the art of writing great ads.
Remember, in Google Ads your advertisements appear on Google Search.
And, if you have image ads, you will also appear on the Display site
and if you have video ads, of course, your ads will appear on YouTube.
In the descriptions text
please remember to add in your unique selling proposition
and a call to action.
The call to action is very important for the users to be enticed to do something.
For example, "learn more," "read more," or "buy now."
These are eight tips for how to create effective text ads.
For example, highlight what makes you unique.
This is what we call the USP— the unique selling proposition.
Importantly, in the past we have seen that including price promotions
and exclusives can increase your clickthrough rate slightly
better than your competitors, for example.
In your headline, don't forget to include
at least one of the keywords that you're bidding for.
These are the search keywords your users will use when searching in Google.
Include a strong call to action, like I mentioned.
A strong call to action can be "learn more," "buy now," etc.
They will help users subconsciously click on advertisements.
Remember, a lot of your customers or your prospects will be using mobile.
So, for mobile advertisements
you have to tailor your ads for mobile.
It's slightly different from a desktop version.
Importantly, the next tip is
match your ad text with your landing page content.
Relevancy across both the text ads and your landing page
makes it much more user friendly and relevant for your users
when they click on your ads and when they land on your landing page
and they find the relevant message they're searching for.
This will definitely help you to increase the clickthrough rate
and also the conversion on your landing page.
Please don't forget to check your spelling and grammar.
Double-check it before you publish your advertisements.
Last, but not least, please implement experiments
for example, A/B testing
to find out which text copy is working for you.
There are extensions to your normal text ads that you can use.
Implementing the right and relevant extensions
will help you increase the clickthrough rate of your ads.
There are many manual extensions you can use
for example, a call extension where
especially when it's deployed in the mobile setting
your users just have to click on your ad and it will call your business.
The location extension is very useful
if you want your users to click and find your location
or directions to your branch, your retail office.
The reviews extension adds credibility to your advertisements.
Reviews are from third parties.
If you have a lot of third-party good reviews
why don't you highlight it in your text ads?
Sitelinks are very popularly used.
Sitelinks give you additional linkage of your text ads to multiple landing pages.
If you're unsure of the intention of your users
for example, if they're just searching for shoes
and you don't know what kind of shoes they're looking for
perhaps you can give them a couple of sitelinks
linking them to sports shoes, women's shoes, or men's shoes
and this will bring them to the relevant landing pages
talking about the different kinds of shoes you have.
Callouts, shout-outs of your benefits, your unique selling proposition
that you might add in.
Remember, deploy manual ad extensions.
This is proven to increase your CTR
as compared to advertisements that do not have manual ad extensions.
In addition to manual ad extensions
Google Ads can also deploy automated extensions
for example, automated consumer ratings, seller ratings, social extensions
and dynamic structured snippets.
These are the various types of text ads and the features of text ads
that you need to remember
because they're the same across all Search campaigns.
The next section is about setting a budget
and how costs are calculated.
Let's talk about budgeting.
How do you do budgeting?
In Google Ads, remember, the budgeting is on a daily budget basis.
If you put in $10 per day as your daily budget
Google will not spend
more than $10 x 30.4
which is the average month length
the number of days in a month.
So, $10 x 30.4, you get $300, or thereabouts.
Google will not spend more than $300 for you in your campaign.
But your daily budget of $10 per day
even though you indicated a daily budget of $10
Google can exceed your daily budget up to about $20
two times more per day
but in the entire month you will not spend more than $300.
There are two types of delivery method— how you want to spend your daily budget.
One is called "accelerated" where you spend your budget faster.
Your $10 per day is to be spent much faster.
Or, the default "standard" delivery method
where you spread your $10 spending more evenly across the day.
In this next section, let's talk about how to manage your account
especially the account structure and the campaign types.
A Google Ads account has three layers of hierarchy.
At the highest level is your Google Ads account.
This is where you set up an Ads account using your email address and password
and this is where you enter your billing information
either by using credit card billing, or the invoicing billing system.
A company or an agency can have multiple Google Ads accounts
and are not just limited to one.
So, please remember that.
In every Google Ads account you can create multiple campaigns.
A campaign itself is the highest level organization
of your advertisements.
In a campaign, you can add in what we call your daily budget
location and language targeting, bid adjustments
and many other campaign settings.
Once you create a campaign setting
all the additional ad groups created within the campaign
will inherit the campaign settings from that particular campaign.
If you have a daily budget in one campaign and then you create five ad groups
all five ad groups within the campaign will share the same daily budget.
The ad group is at the lowest level of your Google Ads account.
You can imagine the ad groups are like your building bricks
or the building blocks of your account.
Every ad group, especially in Search ads, has a set of keywords that you buy
and the advertisements that you've created
and, of course, the link to the landing pages on your website.
All these different ad groups will then roll up to a particular campaign
and they will share all the settings of the campaign.
All of these will then roll up to your one single account.
Remember, if you have different time zones
different languages, and different currencies
perhaps you want to create different accounts for different areas
the time zone, the currency, or the language.
In addition to creating a Google Ads account
you can create a special type of account called a Google Ads manager account.
A Google Ads manager account is like a mothership account
for you to manage different Google Ads accounts.
Typically, an ad agency will have at least one Google Ads manager account
so the Google Ads manager account
can manage the different customers' or clients' Google Ads accounts.
A Google Ads manager account is not only for agencies
but also the client side.
A company, an advertiser can also create a Google Ads manager account
to manage many different Google Ads accounts within the company.
For example, if I'm selling two different brands
and I'm the boss of an advertiser, of a client
I can create a Google Ads manager account to manage two different Google Ads accounts
one for Brand A, and the other for Brand B.
Let's look at campaign types.
There are six campaign types you need to be aware of.
The first is called Search Network.
Search Network accounts are text ad accounts
and your advertisement will appear on Google Search Network
and search partner websites.
Display ads—text, image, video, or rich media formats.
Your advertisements will appear across Google partner websites
and in all these different formats.
Search Network with Display expansion.
These are like a combination of both Search and Display Network.
This is the easy option for you to reach the most customers possible
by just creating a simple advertisement.
A Universal App account will help you promote your mobile app
across Search Network, Display, Google Play, and YouTube.
This will bring them to your Google Play or App Store account
where they can download and install your mobile app immediately.
The next campaign type is called Shopping.
It's particularly useful for e-commerce companies
where you can promote certain items using Google Shopping ads.
Last, but not least, are video advertisements on YouTube.
YouTube is the #1 video hosting site in the world
and you can get a lot of exposure for your video ads
to multiple different audiences with a wide reach and high effectiveness.
This section about finding the right audience will explain to you targeting methods
and keyword planning.
We'll start with keywords.
How do keywords work?
Users of Google who enter an intention or what they're searching for using keywords.
We can literally use keywords to advertise against the intention.
When somebody does a search on Google, Google looks at the keywords that they use
and will match your ad to their search— the keywords you're bidding for.
The next section is all about finding the right audience
whether using keywords or other targeting methods.
Let's start with keywords.
How do keywords work?
Keywords are what people enter into Google when they're searching for something
to tell Google their intention.
If you bought that particular keyword for your ads
Google will then place your ads against the keyword
in the search engine results page.
Now, remember a few things about keyword selection.
When you're setting up a Search campaign in Google Ads
there are primarily three keyword match types that you need to look out for.
Broad match keywords are really, literally that.
So, for example, you buy a keyword "women's hats"
and you buy it in a broad match manner.
What does Google do?
Google will show your advertisements when somebody searches for women's hats
or any other search terms related to women's hats.
For example, if the searcher looks for "buy ladies' hats"
even though it doesn't have the keyword "women's hats"
it's very closely associated, so your ad will show.
So, the search terms for which ads can show using broad match include misspellings
synonyms, related searches, and other relevant variations.
Please take note of that— it's very, very broad.
If you find it's too broad
maybe you want to use what we call broad match modifier.
With a broad match modifier
you have to add in a "+" sign in front of the keyword.
For example, "+women's+hats."
That will narrow it down to the searches that have these words
"hats for women," for example
that contain the modified term, and no other synonym, in any order.
A phrase match is denoted by quotation marks.
For example, you buy a keyword "women's hats" with quotation marks
that's called a phrase match.
Google will only show your advertisement
when there is that phrase in the search by the user.
For example, if the user searches "buy women's hats"
it has the phrase "women's hats," so your advertisement will show.
Exact match is the next one
and exact match, of course, is the most exact and the tightest of all.
You enter an exact match within brackets.
Google will only show your ad when the search term is related
or is exactly what you've indicated.
So, you have broad, phrase, and exact.
The last match type of keywords is pretty important.
It's called negative match.
A negative keyword negates certain search terms you don't want.
For example, you buy the keyword "women's hats"
and you minus "baseball"
so when somebody searches "baseball," or "women's baseball hats"
because you've entered "baseball" as a negative keyword
your advertisement will not show.
The benefit of using a negative keyword is
your ads will not appear in front of a lot of irrelevant searchers
meaning you will increase your clickthrough rate.
Increasing your clickthrough rate will increase your Quality Score
and your ad rank.
How do you find the right keywords, or even negative keywords to select?
In your Google Ads account
you can use a very powerful tool called a Keyword Planner.
I'd suggest you spend some time to explore the Keyword Planner
to look at the search volume, to look at associated keywords
and to look for negative keywords
so you can have the right keywords planned out in your ad groups.
Beside keyword searches
let's move on to Display ad campaigns.
Display targeting is slightly different than Search campaigns.
Remember, Display campaigns use images, rich media ads, video ads.
How then do you find the right audience for your Display campaign?
You can also use keyword targeting
but when you use keywords in a Display campaign setting
it's not about the search keywords.
It's about the context of the website or the mobile app you want to advertise in.
When you use the keyword targeting method
it can be audience keywords or content keywords.
Audience keywords target relevant audiences
who browse content related to those keywords you've indicated
whereas content keywords target relevant placements
like websites, apps, and videos on the Display Network.
Besides keyword targeting, you can also use topic targeting.
For example, if you want to advertise your sports shoes
to people who are browsing sports shoes websites and mobile apps
you can select as your topic "sports websites."
Placement targeting is very precise.
You need to indicate the actual domain address
of the website, or the mobile app, or the placement you want to advertise in.
In addition to topic targeting, keyword targeting, and placement targeting
we have what we call audience targeting.
There are a few types of audience targeting for Display ad campaigns.
The first is called remarketing.
Remarketing is to show your ads
to people who have, for example, visited your website before
and have not done anything
for example, they have not bought anything from your website.
This is just one instance of what remarketing is all about.
This is followed by what we call interest-based audiences.
You can have affinity audiences— people who like something
or are looking for something.
These are the audiences that have certain interests related to your product.
You can literally choose the types of affinity or in-market audiences.
In-market audiences are typically
audiences that are lower down the marketing funnel.
and they are ready to buy something or to take some action.
So, we can use affinity or in-market audiences.
We can choose different types of audience for your Display campaign.
You can also target by demographics, for example by age group or by gender.
In addition, there are two types of targeting settings to look out for.
One is Target and Bid, the other is Bid Only.
This will be explained a little bit more if you were to take the Display ads exam.
Location and language targeting is a campaign setting that applies across
Search campaigns, Display campaigns, or Video campaigns.
Location and language targeting has to be done at the campaign level
and will be inherited by all ad groups within the campaign.
Typically, the default for device targeting is across all devices
but for Display campaigns you can change your targeting
or increase your bid for certain devices.
For example, you want to target more mobile users
compared to desktop users
so therefore, you want to increase your bid for mobile compared to desktop
and you can do that in device targeting bidding.
This next section about bidding is an important section.
This will help you to find the right bid type for your campaign.
Remember, you can bid by clicks.
If you bid by clicks, you pay cost-per-click, or CPC.
If you bid by impressions, then you pay what we call vCPM
or viewable cost-per-thousand impressions, where you pay for every viewable impression.
A viewable impression is defined as 50% of the excerpt that's being shown
and at least 1 second of view time by the user.
That's called a viewable impression.
Typically, buying a vCPM bidding strategy applies to a branding campaign
or a campaign to create awareness.
If you want to create a lot of actions, or conversions
you should perhaps explore the CPA, or cost-per-acquisition, method of bidding.
This one will need you to set up conversion tracking
so you need to tell Google Ads what conversions you have
by applying the ad conversion tracking code in your website or mobile app.
Only then can you apply a CPA bidding strategy.
For videos, we buy by CPV, or cost-per-view.
In addition to all these bidding methods we have the flexible bidding strategies
which use machine learning and the algorithm of Google
to help you achieve your campaign goals.
For example, Enhanced cost-per-click, or Enhanced CPC
automatically adjusts your manual CPC bid
based on the likelihood of a click resulting in a conversion.
If you use Enhanced CPC, you're looking for more conversions
and Google will help you by adjusting your CPC bidding itself
so you get more conversions.
Target CPA is the next flexible bidding strategy.
The target cost-per-acquisition method
automatically sets a bid to help you get as many conversions as possible
while reaching your average CPA goal.
You have to tell Google Ads your CPA goal.
For example, currently you're achieving every lead at $20 per lead
and you want to bring it down to $15, so that's your target CPA.
Your target CPA goal will then be detailed in Google Ads
and Google will work toward that for you.
The next is called Maximize clicks.
All you need to do for Maximize clicks is to tell Google your daily budget
and within your daily budget, Google Ads will automatically set the bids
to get the most clicks for your daily budget.
The next is called Target search page location.
If you really want to achieve top-of-page or first-page position
you can use this Target search page location method
to increase your chance of higher ranking.
Target ROAS, or Target return on ad spend
automatically sets your bids to maximize conversion value
while trying to reach what we call your average ROAS.
This is for advertisers who want to increase or have a specific return on investment goal.
Last, but not least, is Target outranking share.
If you have another competitor or domain you want to outrank
perhaps you want to deploy this Target outranking share method
to automatically raise or lower your bids to help your ads outrank another's ads.
Bid adjustments can be done for location, device, and ad scheduling.
Like I mentioned in the previous section
for example, if you're looking to target more mobile users compared to desktop users
perhaps you want to use bid adjustments to increase your bid for mobile devices
as compared to desktop and laptop.
You can also do bid adjustment for location, or ad scheduling.
For location, for example
if you find certain cities are giving you more value and conversions
you want to increase your bid just for those particular cities
so you can increase your return on investment over time.
If you find a certain day of the week or a certain time of the day
gives you the best results
perhaps you want to use bid adjustments to increase your bids for that sweet spot.
In this final section, let's recap how to get the most out of Google Ads.
We need to look at measuring results
and also how you do optimization for your campaigns.
First, let's look at measuring performance.
Conversion tracking is a very important concept
for measuring performance.
Conversion tracking literally means what your customers do
after they click on your advertisements.
They can go to your website, maybe to make an inquiry or to buy something
or they can go to your app, or install your app
or they could make a phone call to you.
Implementing Google Ads conversion tracking at the right place
is very important so you can close the loop of measuring performance.
In addition to measuring performance by using conversion tracking
you can use Google Analytics.
Google Analytics, of course, will measure everything about your website.
It's very important for you to link your Google Analytics account
to your Google Ads account so data will flow seamlessly between them
and you can get the most insight from the linkage of these two accounts.
How do you measure the return on investment?
ROI is the ratio of your net profit to your costs.
It's not just about the revenue, but you must look at profit level.
So, revenue minus cost of goods sold, that's what we call your numerator.
Divide it by the cost of goods sold, and that will give you the ROI.
It's important to track your ROI across different advertising channels
and also across time for the same product.
Measuring ROI is one of the key indicators
or key metrics of any advertising campaign.
So, remember ROI.
Let's talk about how you optimize your advertising campaigns.
There are many ways you can optimize your advertising campaigns.
Of course, you need to track a couple of things
for example, your CTR, or number of clicks you're getting
your Quality Score
(remember, 10 out of 10 is the highest level, so let's track your Quality Score)
the number of impressions you're getting
especially when you're doing a brand and awareness campaign
and reach and frequency— how many people are seeing your ads
and how often do they see them.
One last thing about improving campaigns...
is that you can use different campaign experiments to deploy
for example, an A/B test to test different landing pages
or different ads.
We have nearly come to the end of this short refresher.
I just want to let you know
you have to take your Google Ads Fundamentals exam right now
in Academy for Ads.
We've transitioned the exam center to Academy for Ads.
Of course, you can sign in using your Google Account.
The exam details for Fundamentals are as follows.
The exam is 90 minutes in length, 65 questions (multiple choice)
and you need an 80% score to pass.
Once you pass Fundamentals, the certificate is valid for 12 months.
Remember, in order for you to be certified fully
in advanced topics like Search or even mobile or video advertising
you need to get your Fundamentals exam done first.
This is the end of the session.
It was just a short refresher to help you and inspire you
to prepare for your Fundamentals exam
and I hope you do well.
Study hard, and do well for the Fundamentals exam
and I wish you all the best in this upcoming exam!
Thank you so much.
My name's Eu Gene, signing off from Google Asia-Pacific HQ.
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