Study notes : Value of Google search & Google Ads

Value of Google search Ads Study Notes

Value of Google search Ads Study Notes

1. The principle of Google search ads : It can help you connecting the right people at right moment.

2. The essences of Google search : people searching for information (know), shopping (buy), comparing prices (know and buy), getting directions (go), learning something new (know).
It means when people want to know, buy, go, or do, Google search is their tools.

3. The fundamental of Google search campaign : translate user intent into business results.

4. Setting up a search campaign comprises :

a. where do you want your ads seen?

b. How much do you want to invest?

c. What do you want to share in your ads?

d. What keywords will match your customer's search terms?

5. Campaign : campaign is created based on marketing goal (actions you would like customers to take).

6. Marketing goal is the poin thing you want to achieve.

7. Examples of search campaign marketing goals : sales, leads, landing page traffic.

8. Examples of leads : email list signups, download e-book, etc.

9. You can determine your ads will show, if you select Google search network,it comprises Google search, sites partnering with Google, such as : Google play, Google shopping, Google maps, and your ads can also appear on no-Google search sites that partner with Google.

10. Campaign target all types of devices including desktop, tablet, and mobile.
You can choose one of them or customize ads for each devices you select.

11. Once you've created a campaign, you can create ad groups.

12. Ad groups contain specific text ads with a list of search keywords.
The best practice within creating ad groups : create the groups based on themes or based on products.

For example :
You can create three ad groups, one for each of your bike types, like kid's bikes, road bikes, mountain bikes.

13. For each ad group, you can create a list of keywords.
For example:

Kid's bikes ad group contains these keywords : children's bike, boy bikes, girl bikes, kid bikes.

14. For each ad group, you can create a set of text ads.

15. Text ads contains :

a. Headline : to grab audience's attention.

b. URL : your landing page

c. Description : to highlight the details.

16. List of campaign settings : ad extensions, start and end date, ad scheduling, ad delivery.

17. Ad extensions include : location information, link to pages on your website, phone number, etc.

18. Ad delivery comprises : standard delivery (optimize the budget by spending it throughout the day) and accelerated delivery (spend the budget more quickly usually at the start of the day).

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Next notes : The foundation of Google search campaign