Google Ads Search Certification

Greetings!

I would like to share my learnings on Google Ads Search campaigns in this article.

Google Ads has various advertising products that brands can use to reach their potential customers. Google Ads also provide different specific goals: -

• Driving sales
• Getting leads
• Increasing website visits
• Influencing consideration
• Building awareness
• Promoting a brand’s app

Google Ads is designed around three principles: relevance, control, and results. Relevance ensures that relevant messages are delivered to relevant persons at the?time. Control makes sure that owner has complete control over their budgets. Results ensure that payment is result-oriented, such as clickthroughs or calls to the brand.

Google Ads also lets brands choose where people can see their ads by allowing them to select various campaign types: -

• Search
• Display
• Video
• Shopping
• App

Google Ads has its vast network, including Google Search sites,?Google Play, Google Maps, and Google Shopping, non-Google search partners (sites that partner with Google to show search ads), and brands can even expand to the Google Display ads network.?

Google Ads also allows brands to select devices and customize their ads according to mobile devices, tablets, and desktop computers. Brands can also target their customer based on geographic locations or languages.

There are three types of search in Google Ads: -

• Keyword search
• Phrase search
• Exact search

Google Ads uses an auction system to rank ads. Five factors that affect an Ad rank are: -

• Bid price
• Ad rank threshold
• Context of query
• Ad extensions impact, and
• Auction-time ad quality

Google determines the quality of an ad through these three factors: -

• Clickthrough rate
• Ad?landing page experience, and
• Ad relevance

The higher the quality score, the better the ad position and the lower the price.

It is always advisable to use the right ad extensions. Three essential extensions that should be used to enhance text ads are: -

• Sitelinks
• Callout extensions
• Structured snippets

?Location extensions, affiliate?location extensions, call extensions, app extensions, price extensions, and promotion extensions are some of the other extensions.

Various Bidding strategies are as follows: -

• Awareness-based bidding strategies
• Consideration-based bidding strategies
• Conversion-based bidding strategies
• Revenue-based bidding strategies

Google Ads also provide various other helpful tools like: -

• Google Search Audience solutions: - It helps the brand to create an audience list that can be used to drive awareness, consideration, conversion, and loyalty.
• Google’s Optimization Score: - It helps by making recommendations directly in Google Ads, which in turn helps brands achieve the highest potential for their advertising campaign.
• Google Performance Planner: - This helps brands plan their budgets in advance monthly, which allows for forecasting. It also improves ROI by adjusting bids and average daily spending.