Optimising Google Ads Display Campaigns

Identify your goals When creating a Google Ads campaign, you will see suggested settings and bidding strategies. Deciding your goals in advance will help you to plan and implement your display campaigns better. The goal will influence the audience segments you target, your budget, your bidding strategy, your creative and the metrics you track. **To […]

How to Optimise Your Google Search Ads Campaigns

Optimising Google Search Ads The landing page must match your ad The quality of the landing page is a major factor in converting browsers into buyers. When someone clicks on an ad, they expect to be taken to a relevant page. If the page is not relevant, they are unlikely to convert. Use Ad rotation […]

Google Search Ads Keyword Research

Keyword Research Creating Google Search Ads campaigns requires specifying lists of keywords which will trigger ads. Advertisers must research keywords and organise these into campaigns and ad groups based on themes to create successful campaigns. Write down business categories and/or products Brainstorm keywords Generate keywords using Google Keyword Planner and other tools Organise keywords into […]

Writing Successful Text Ads

Writing Successful Text Ads Where do Text Ads appear? When you create your ad, you specify a set of keywords. These are the searches that will trigger the display of your ad. When users search using the words or phrases you specify, your text ads can appear alongside or above search results. Search ads can […]

Google Ad Preview and Diagnostic Tool

Ad Preview and Diagnosis tool The Ad Preview tool is a tool in your account that helps advertisers to identify why an ad or ad asset might not be appearing. It shows a preview of a Google search result page for a specific term and helps you see which ads and assets are appearing for […]

Monitoring Google Ads Performance

Basic Metrics There are Four basic metrics for PPC ad campaigns: Impression. An impression is the number of viewers to whom the ad is displayed. Impressions measure how often Google has displayed your ads, i.e. how relevant it considers your ads are to its users. Click. A click is an instance of a viewer clicking […]

How to Use Google Ads Targeting

Google ads can be optimised to improve ROI by focusing their targeting. A range of targeting options are available. These include: Keyword targeting (covered in another video) Device targeting. Targeting by mobile, tablet or desktop Location targeting. Targeting by country or region Ad scheduling. Bid different amounts at different times of day Audience targeting.  Advertise […]

How to Use Google Ads Bid Strategies

With Google Ads, there are several ways to bid for your ads, known as bid strategies. These include focusing on clicks, impressions, conversions or video ad views. Account Objectives Different advertisers will have different objectives for their campaigns. Examples include: Conversions, i.e. Getting people to make a purchase or perform an action on your website […]

How to Optimise Performance Max & Standard Google Shopping Campaigns

Add Audience signals It is best practice to add customer and other audience data to your Performance Max Campaigns and continually add new people to those lists. Track conversions Performance Max Campaigns use conversion tracking of online sales to calculate your RoAS and hence the level of the bid for your products. It is, therefore, […]

How to use Google Ads Budgets and Shared Budgets

Your daily budget is the average daily amount you want to spend for each campaign. It specifies the rough amount you are happy to spend each day over a month. Your daily budget can be edited at any time. They can be set at the campaign level, or across multiple campaigns (Shared Budget). Google optimises […]