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…

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…

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 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…

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…

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…

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…