Lesson 1 : Google Adwords Introduction

What is Google Adwords?

Google Ads is an online advertising platform developed by Google, where advertisers pay to display brief advertisements, service offerings, product listings, video content, and generate mobile application installs within the Google ad network to web users.

Launch date: October 23, 2000

STEP1: Campaign goals: 

When you select a goal, you’ll see suggested campaign settings on the following steps aimed at helping you obtain that goal. Each campaign can use only one goal. 

Keep in mind the goal you choose should be the main thing you want to achieve for your business.

1. SALES - Drive sales online, in-app, by phone or in-store


2. LEAD -  Get leads and other conversions by encouraging customers to take action


3. WEBSITE TRAFFIC: Get the right people to visit your website


4. PRODUCT& BRAND CONSIDERATION: Encourage people to explore your products or services


5. APP PROMOTION: Get more installs and interactions for your app


6. NO GOAL: Use any available campaign type and construct a campaign step-by-step without a goal's recommendations 

STEP 2: SELECT CAMPAIGN TYPE : 

(a) Search Campaign : 

Networks:

Search Network: 

Ads can appear near Google search results and other Google sites when people search for terms that are relevant to your keywords.

Optional: Google Search Partners

Google search partners are sites in the Search Network that partner with Google to show ads on their search results. 

To help you get a similar cost per conversion as you get on the Search network, some clicks on the Search partner network may cost more or less than your Google Search Max. CPC bid. Search partner performance won't impact your Search Quality Score.



(b) Display Network : 

Expand your reach by showing ads to relevant customers as they browse sites, videos, and apps across the Internet


Optional: Google Display Network


The Display Network is a collection of more than 2 million websites, videos, and apps. When you choose this option, your campaign will also run on the Display Network with no additional set-up. 

Your ads will appear only when they’re predicted to be effective and you aren't using all your budget on Search. Display performance won't impact your Search Quality Score.


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Bidding-

(a) Automated bid strategies -

Automated bidding takes the heavy lifting and guesswork out of setting bids to meet your performance goals. Each type of automated bid strategy is designed to help you achieve a specific goal for your business.

• Target CPA
• Target ROAS
• Maximize clicks
• Maximize conversions
• Maximize conversion value
• Target impression Share

Types of automated bid strategies - 

Goal	Bid strategy
Increase site visits	Maximize Clicks automatically sets your bids to help get as many clicks as possible within your budget.  Maximize Clicks is available as either a standard strategy in a single campaign or portfolio bid strategy across multiple campaigns.
Increase visibility	Target Impression Share automatically sets bids with the goal of showing your ad on the absolute top of the page, on the top of the page or anywhere on the page of Google search results. Target Impression Share is available on the Search Network only, as either a standard strategy in a single campaign or portfolio bid strategy across multiple campaigns.
Get more conversions with your target CPA	Target CPA automatically sets Search or Display bids to help get as many conversions as possible at the target cost per action (CPA) that you set. Some conversions may cost more or less than your target. Target CPA bidding is available as either a standard strategy in a single campaign or portfolio bid strategy across multiple campaigns and ad groups. Target CPA bidding was previously referred to as “Conversion Optimiser”.
Meet a target return on ad spend (ROAS) when you value each conversion differently.	Target ROAS automatically sets bids to help to get as much conversion value as possible at the target return on ad spend (ROAS) that you set. Some conversions may have a higher or lower return than your target. It's available as a portfolio bid strategy and a standard strategy for individual campaigns.
Get more conversions while spending your budget.	Maximize Conversions automatically sets bids to help you get the most conversions for your campaign while spending your budget. Learn more about Maximise Conversions.
Get more conversion value while spending your budget.	Maximize Conversion Value automatically sets bids to help you get the most conversion value for your campaign while spending your budget.

(b) Manual bid strategies

• Manual CPC

Manual CPC bidding: This lets you manage your maximum CPC bids yourself. You can set different bids for each ad group in your campaign, or for individual keywords or placements. If you've found that certain keywords or placements are more profitable, then you can use manual bidding to allocate more of your advertising budget to those keywords or placements. 

(c) Smart Bidding - 

If you want to focus on conversions, consider using Smart Bidding to take much of the heavy lifting and guesswork out of setting bids. Smart Bidding is a set of automated bid strategies that use machine learning to optimize for conversions or conversion value in each and every auction – a feature known as “auction-time bidding”. It also factors in a wide range of auction-time signals such as device, location, time of day, language and operating system to capture the unique context of every search. 

Below are the four Smart Bidding strategies that you can use.
 

• Target CPA (cost per acquisition): If you want to optimize for conversions, you can use Target CPA to help increase conversions while targeting a specific cost per acquisition (CPA).  
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• Target ROAS (return-on-ad-spend): If you want to optimize for conversion value, you can use Target ROAS to help increase conversion value while targeting a specific return on ad spend (ROAS).  
• Maximize Conversions: If you want to optimize for conversions, but just want to spend your entire budget instead of targeting a specific CPA, you can use Maximise Conversions.  
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• Enhanced cost per click (ECPC): If you want to automatically adjust your manual bids to try to maximize conversions, you can use ECPC. It’s an optional feature that you can use with Manual CPC bidding. 

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Ad rotation - 

Show ads that are expected to get more clicks or conversions.

• Optimize: Prefer best performing ads
• Do not optimize: Rotate ads indefinitely
• Optimize for conversions 
• Rotate evenly

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