My Digital Insight

Once we have done the campaign level settings, it's time to start thinking about ad groups. It's important to keep in mind your overall campaign structure ideas when you are structuring ad groups. A really good way to generate ad group ideas is to follow the navigational structure of the website. There are three great ways to structure your ad group introduced by the course: theme, match type, and top performers. Themes The first thing you need to think about is the theme of your campaign and your brand. The theme could be product categories, subcategories, locations, brands, colors of your product, services, event, and etc. Each of these categories represents a theme because there are a bunch of different keywords that are similar under the top-level category. You could do some competitor research by searching specific or certain keywords on Google and explore how your competitors are potentially breaking out their ad groups.  The most important thing to think about...

According to Google research, mobile already has more searches daily and more clicks on ads than desktop. But, it doesn't mean you must run your campaign on mobile. Desktop campaigns still work better than mobile campaigns in many businesses. The conversion rate is higher on the desktop because the sites are well optimized and giving users a better user experience.  If you want to run a mobile campaign, you should ask yourself four important questions: 1. Is your site mobile optimized? If your site is not mobile-friendly, you really SHOULD NOT advertise on mobile. It will potentially hurt your brand reliability because the users feel bad about their mobile experience. And, you are also going to be penalized by Google and have a very high cost for click. Before you advertise on mobile, test your website on the site evaluation tool such as MobileTestMe . Paste your website URL and to see whether it displays well on different devices. 2. Where are your customers when they s...

When will my ad show in order to get a higher conversion? It is a very common question to ask ourselves when we begin to schedule our campaign. In general, you could choose to run your ads throughout the entire day or throughout certain hours.  Image From Google By default, Google sets these ads to run 24/7. For a new campaign, it is a good default because you do want to learn how ads are performing at different hours of the day. In order to generate more data, it is better to schedule your ads to run 24/7. Then, you could go to the Google Ads dashboard to pull out the ad schedule report. The report will show the detail data about how your ad performs at different times. You could break out in segment hour of the day, day of the week, and the week of the month. By analyzing the data, you can make some bid adjustments based on the report. In most cases, it's worthwhile to bid on good traffic throughout the day at least. In order to make a rational bid adjustment, you n...

Location Extension If brick and mortar awareness is important, then location extension is good for local businesses such as fast food, fashion store, bakery and etc. If you have one location or multiple locations, you could get those multiple locations showing up in your ads . Even if you're trying to generate online sales, having an actual physical location will make people aware that you have a store nearby, so it also offers the users in-store shopping experiences and can drive in-store sales potentially. Parts of your location extensions will include business hours, Google reviews, directions, whether or not you are open or closed, and peak time. Unfortunately, you don't have control over what elements are shown. However, if you don't add a location extension, Google is going to automate that extension by showing a linked address associated with a business account. You can use filters at the campaign level based on your targeting location. You could select...

Structure Snippet Extension Structure snippet extensions are very similar to callout extensions but structured with a parent category. For example, Stitchfix's ad extensions are structured with a parent category "Styles", and it lists some main subcategories under styles.  Using this extension will give potential visitors more context and information about your product. Google actually does favor this extension over the callout extension because it is more organized and structured. It is better to use the structure snippet extension for practical product and services information. Save the callout extensions for benefits and promotions. App Extension If you are advertising apps and trying to get app downloads, the app extension is a good choice. You can use the app extension to send clicks directly to the app in the App store.  For example, when I search "book hotels" on Google, it shows me the Expedia ad which has an app extension. It has a call t...

When you create your Google Ads campaigns, you have the opportunity to really enhance your ads with all different sorts of ad extensions such as site link, callout, call, app, location, price, and etc.  Why should you use ad extensions? There are three primary benefits of using ad extensions: Get more space on SERP (Search Engine Result Page) Your ads will get more space on the search engine result page. It means that the size of your ad is actually bigger than other ads. The more space you get, the higher the CTR will be because of the visual impact is more powerful. Offer users more options This is a big thing. By giving people more options, you are letting people know more about your company and your product & service. Those extensions tell people more information and make them easy to click the one they want.   Increase quality score The quality score is made up of CTR, relevance, and landing page experience. If you have ad extensions such as site...

When you get into the bidding section, Google will recommend you to focus on clicks. It will never be a good bidding strategy for most businesses. Why is it so bad? Clicks are not a key metric that we should focus on, and it is not important to what is the good of advertising. We should focus on the metrics that impact our profits such as conversion rate or conversion values.  When Google offers you this Maximize Clicks bidding strategy, it means that Google is going to try to get the maximum amount of clicks for your daily budget. Spend is capped at the campaign daily budget. If it's the very beginning of a campaign, and your client really wants a lot of data to see certain behavioral objectives without worrying about the cost per clicks. It might be helpful.  It is very important to understand how much you want to pay for a click, and it is very important to take control of your campaign by yourself instead of letting Google control it.

After you have done all the basic campaign settings, it's time to think about what is the bidding strategy for your ads. There are several bidding strategies that Google offers: Target search page location Target CPA (cost per acquisition) Target ROAS (return on ad spend) Target outranking share Maximize clicks Maximize conversions Manual CPC Enhanced CPC Which strategies are effective or recommended by Google Ads experts? According to the Udemy course, the instructor highly recommended the three most effective bidding strategies: Target CPA, Enhanced CPC, and Manual CPC. Target CPA: The objective of the target CPA is to get as many conversions as possible of your target cost per acquisition. The cost of the click doesn't matter. As long as you are getting clicks that convert at a profitable cost, business is going to grow.  When you choose this strategy, Google will predict which clicks will convert and how much it will cost that click to covert.  ...