is Advanced Google Ads

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2 Advanced Google Ads (ADW201 version 4.0.0) Copyright Information Copyright 2018 Webucator. All rights reserved. The Author Margaux Judge (Editor) Margaux Judge has worked as an e-learning editor and instructional designer for over ten years, writing and editing a wide variety of courses, from technical topics to soft skills. She has a Bachelor's degree in English and Textual Studies from Syracuse University and a Master's degree in Television Writing from Boston University.

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4 Table of Contents Table of Contents 1. Advertising on Google's Display Network...1 Understanding Google's Display Network...1 How Does Advertising on the Display Network Work?...1 A Few Things You Should Know About the Display Ads...1 How to Leverage Content Network in Google Ads...2 Automatic Placement...2 Targeted Placement...2 Exploring the Display Planner Tool within Google Ads Introduction to Google My Business...5 Overview of Location-based Ad Services...5 How to Leverage Google My Business Optimizing Your Keywords Strategy for Google Ads...7 Keywords Optimization Strategy...7 Long-Tail vs. Short-Tail Keywords...7 Using Broad Match Modifiers...8 Exercise 1: Application Broad Match Identifier in Google Ads...9 Keywords Diagnosis in Ads...11 Optimizing Your Keywords Research...11 Leveraging the Google Keyword Planner Tool...12 Demo for the Google Keyword Planner...12 Learning from Organic Keywords...14 Introduction...14 Implementing Dynamic Keyword Insertion...14 How Dynamic Keyword Insertion Works...15 Managing Case Sensitivity for Dynamically Inserted Keywords...15 Exercise 2: Application Dynamic Keyword Insertion in Google Ads Campaigns...21 Geographic Targeting in Google Ads...21 What Is Geographic Targeting?...21 How Google Offers Geo Targeting...21 Implementing Geographic Targeting in Ads...21 Exercise 3: Application of Geo Targeting...23 Inserting Your Address into Your Ad Copy...25 Leveraging Ads Campaign Experiments...27 Introduction to Drafts and Experiments and Their Advantages...27 Setting Up an Experiment...28 Converting Your Experiment into a Campaign...28 Version: Printed: i

5 Table of Contents Using Image Ads in Google Ads...31 Getting Started...31 Controlling Your Ad Delivery in Google Ads...32 Ad Scheduling and Ad Delivery...32 Exercise 4: Application of Ad Scheduling...34 Controlling Who Sees Your Ad...37 IP Exclusion Tool...37 Exercise 5: Application IP Exclusion Tool...38 Viewing Your Change History...41 Google Ads and YouTube...41 Showing Your Ads on YouTube...41 Ad Preview and Diagnostic Tool...41 Leveraging the Ad Sitelinks in Google Ads Conversion Tracking in Google Ads...45 Why to Track Conversions and How Conversion Tracking Works...45 Implementing Conversion Tracking in Google Ads...45 Setting up a New Conversion in Ads...45 Validating Conversion in Ads...46 Enabling the Conversions Report in Ads Leveraging the Google Ads Report in Google Analytics...49 Tracking Online Marketing Campaigns through Google Analytics...49 Overview of Ads Metrics...51 Exercise 6: Application of Ads Metrics...52 Measuring Campaign Performance in Google Analytics...55 Day Parts Report...55 Exercise 7: Application of the Day Parts Report in Google Analytics...57 Final URLs Report...59 Keyword Positions Report...59 Exercise 8: Application of the Keyword Positions Report in Google Analytics.60 ii Copyright 2018 Webucator. All rights reserved.

6 Advertising on Google's Display Network 1. Advertising on Google's Display Network 1.1 In this lesson, you will learn How to advertise on Google's display network. 2. How to target your ads to display on specific websites. 3. How to leverage the Display Planner Tool for managing your ad placement. Understanding Google's Display Network Let's take a look at how we can leverage Google's content network. Content ads are different from search ads. If someone is reading an article on a blog, Google's content network will help you display your ads based on the content of that particular page. Here is an example of a content ad by Google: How Does Advertising on the Display Network Work? 1. Google scans a page within its content network and then assigns a theme to that page. 2. Google scans your ad groups, and, based on all the keywords in each of your ad groups, Google assigns a theme to that ad group. 3. When a content page and your ad group contain the same theme, your ad can be displayed on that page. Version: Printed: Page 1 of 63

7 Advertising on Google's Display Network 1.2 A Few Things You Should Know About the Display Ads 1. Content network ads will obey all your campaign settings (e.g., location, budget, etc.). 2. You cannot set different bid amounts for each keyword as all the keywords are looked at as a group to decide your theme. 3. It is highly recommended that you create a separate ad campaign for your content ads. How to Leverage Content Network in Google Ads Google has two types of content targeting techniques: 1. Automatic Placements: Google decides where your ads will be shown based on the process that we discussed in the previous section. 2. Managed Placements: You get to choose where your ads will be displayed. Automatic Placement 1. Start creating a new campaign. 2. When you start a new campaign, you can choose from a few options: Search Network, Display Network, Shopping, Video, or Universal app campaign. 3. These campaign types are centered around Google's advertising networks, which are the Google Search Network, the Google Display Network, and the YouTube Network. Targeted Placement To use targeted placement (in lieu of automatic placements), follow these steps: 1. Navigate to the Campaigns page and select the campaign that you want to use for targeted placements. 2. Click the Display Network tab. 3. Click the Placements option on the left. 4. Select the ad group for which you want to use targeted placement (remember, the content network uses the concept of themes). Page 2 of 63 Copyright 2018 Webucator. All rights reserved.

8 Advertising on Google's Display Network 5. Add the list of domain names where you would like your ad to be displayed. 6. Click Save to save your changes. 1.3 Exploring the Display Planner Tool within Google Ads To use the Planner Tool: 1. Click the Tools button and select the Display Planner option under Planning. 2. Under Search for new targeting ideas using a phrase, website or category option, fill in your target keyword or website. 3. For the screenshot below, we are using "golf clubs" as a test. 4. You will then see the available inventory for websites matching your target category, demographic breakdowns, device breakdown, and the list of specific websites that Google recommends. Version: Printed: Page 3 of 63

9 Advertising on Google's Display Network 5. Take a look at the sites and determine best matches for your ad groups, and click on the double right arrow to choose a site. You can then place the site(s) in specific ad groups you have live. 6. Click Save and Continue to save your changes. 1.4 Conclusion In this lesson, you have learned: How to advertise on Google's display network. How to target your ads to display on specific websites. How to leverage the Display Planner Tool for managing your ad placement. Page 4 of 63 Copyright 2018 Webucator. All rights reserved.

10 5. In this lesson, you will learn How to work with image ads in Google Ads. 2. How to control your ad delivery in Ads. 3. How to use ad scheduling. 4. About the IP Exclusion tool. 5. How to view your change history. 6. How to work with YouTube. 7. About the Ad Preview and Diagnostic tool. 8. About ad sitelinks. 5.1 Using Image Ads in Google Ads Getting Started If you're going to try using image ads as part of your SEM campaigns, the steps to include image ads are very similar to text ads. Please note: Image ads can only be Version: Printed: Page 31 of 63

11 displayed on Google's Content Network, so it's recommended that you have separate campaigns for your image ads for complete control. After setting up the appropriate campaign, you will need to simply choose Ads & extensions, +, and then Responsive ad from the pull-down menu. A dialog box will open, seen in the screenshot below. As you can see in the following screenshot, you have the ability to add your own image or choose from Google's library. 5.2 Controlling Your Ad Delivery in Google Ads Ad Scheduling and Ad Delivery Using Ads Reports available in Google Analytics, you can determine during which Page 32 of 63 Copyright 2018 Webucator. All rights reserved.

12 time period (hour of the day or day of the week) your particular ad(s) perform well. Once you have this insight you may want to schedule your ads to be delivered during these time periods. Here is how you can accomplish this in Google Ads: 1. From the left, click Ad schedule. 2. Select the campaign for which you want to control the ad delivery. 3. Click the Edit your ad schedule. 5. Click Save to incorporate these changes into your campaign settings. Version: Printed: Page 33 of 63

13 Exercise 4 10 to 15 minutes Application of Ad Scheduling Suppose you manage a small restaurant in midtown Manhattan. In the morning, you run a campaign geared toward breakfast and during lunchtime you run a campaign geared toward lunch. You would like to run the breakfast campaign only between 7AM and 11AM on weekdays and you would like to run the lunch campaign from 12:00PM to 4:00PM. Accomplish this setup using the Ad Scheduling feature in Google Ads. Page 34 of 63 Copyright 2018 Webucator. All rights reserved.

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15 Exercise Solution 1. From the left, click Ad schedule. 2. Select the campaign (e.g., breakfast campaign) for which you want to control the ad delivery. 3. Click the Edit your ad schedule. 5. You can configure different ad schedules for weekdays and weekends. 6. Click Save to incorporate these changes into your campaign settings. Page 36 of 63 Copyright 2018 Webucator. All rights reserved.

16 5.3 Controlling Who Sees Your Ad IP Exclusion Tool It is important to filter internal traffic from your ad campaigns. Internal traffic generated by employees, consultants, and your own ad agency can inflate your impressions count, which in turn can affect your CTR metric. Google Ads provides an easy-to-use tool called IP Exclusion that allows you to filter out internal traffic. Here is how you can leverage it: 1. Select Settings on the left. 2. Select the campaign from which you want to exclude IP addresses. 3. Note: IP exclusion works on the campaign level only. 4. Click to expand the IP exclusions section. 5. Enter IP addresses to exclude from viewing your ads. 6. Click Save to conclude the process. Version: Printed: Page 37 of 63

17 Exercise 5 10 to 15 minutes Application IP Exclusion Tool You have noticed "click fraud" on your Ads account and it is costing you money. Through some investigation you were able to find a list of IP addresses responsible for this click fraud. Filter these IP addresses from your Ads account. Page 38 of 63 Copyright 2018 Webucator. All rights reserved.

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19 Exercise Solution Solution: You can only filter IP address on a campaign level. Go into each campaign that you would like to exclude IP addresses for and remove them following these steps. 1. Navigate to the desired Campaign tab within your Google Ads account. 2. Select Settings and then select the desired campaign. Scroll down and expand IP exclusions. 3. Note: IP exclusion works on the campaign level only. 4. Provide a list of IP addresses or use RegEx to provide a range of IP addresses to filter. 5. Click Save to conclude the process. Page 40 of 63 Copyright 2018 Webucator. All rights reserved.

20 5.4 Viewing Your Change History One of the newer features of Ads is the ability to see what changes have been made to your account via the Change History feature. To access this feature, select the campaign, and then from the left select Change history. 5.5 Google Ads and YouTube Showing Your Ads on YouTube One way to optimize your ads is to have them shown on YouTube. In Ads, you can target image, video, and text ads to different YouTube placements, as well as categories. To target your ad to YouTube via a managed placement: 1. Select Display campaign and ad group you want to edit. 2. Select Placements on the left. 3. Click the Select YouTube channels or videos using the checkboxes. 5. Click Save. 5.6 Ad Preview and Diagnostic Tool The Ad Preview and Diagnostic tool allows you to preview your ads as they would appear on a regular Google Search Results Page (SERP) without generating extra impressions for your ad. This tool allows you to test your campaign without affecting your CTR metric, and it allows you to check the performance of all the keywords Version: Printed: Page 41 of 63

21 within an ad group instead of testing individual keywords. Here is how you can leverage this tool: 1. Navigate to the Tools tab within your Google Ads account. 2. Using the drop-down menu, click the Ad Preview and Diagnosis tool. 3. In the Search term field, enter the search query for which you want to test your ad. 4. Under the Location field, provide your geo location preference by selecting a particular country name and by providing a particular region (states) in which you are advertising. 5. Select the display language and device. 5.7 Leveraging the Ad Sitelinks in Google Ads Ad sitelinks allow you to showcase additional links (other than your destination URL) to make your ads more useful and relevant to an online searcher. Ad Sitelinks can display up to four additional destination URLs for users to choose from. Google uses its own discretion to decide when to show ad sitelinks for your text ads. Ad sitelinks are most likely to appear: 1. When your ad provides the best result for a search query (this is determined by Google). 2. For top-ranked ads with high-quality scores. 3. For unique brand terms. Here is how you can configure ad sitelinks for your ads: 1. Ad sitelinks are campaign specific, so first navigate to a specific campaign in your Ads account. 2. Click the Ads ;& extensions button. 3. Select the Extensions tab at the top. Page 42 of 63 Copyright 2018 Webucator. All rights reserved.

22 4. Enter up to 10 additional links that you want online searchers to see along with your ad using the Create Sitelink Extension button. 5. Click Save to incorporate these changes. 5.8 Conclusion In this lesson, you have learned: How to work with image ads in Google Ads. How to control your ad delivery in Ads. How to use ad scheduling. About the IP Exclusion tool. How to view your change history. How to work with YouTube. About the Ad Preview and Diagnostic tool. About ad sitelinks. Version: Printed: Page 43 of 63