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Guide to Google Ads
Whether you are brand new or a seasoned professional within the pay-per-click industry, the continual adaptation to new features, policies, and platform changes is a never-ending process.
This whitepaper will clarify the many uses and choices you can make as you maintain peak PPC campaign performance. In the guide, we focus mainly on Google Ads, the largest PPC platform. By the end, we hope you feel comfortable with common terminology and concepts, display features, remarketing campaign setup, click and conversion tracking, reports, automated rules and more.
Guide to Google Ads: Beginner Edition
How PPC Works
PPC stands for Pay-Per-Click. You may also see it referred to as cost per click (CPC) or more broadly as search engine marketing (SEM). This advertising model only charges the advertiser when the text, image, and or video ad is clicked or a call is placed by a user on one of Google’s Network of sites.
These ads are differentiated in several ways from organic listings in the SERP (search engine results page) by an “ads” label and or location that can be found at the top, side or bottom. Google Ads uses an auction system to decide which ads show in the SERP or on the network of sites. The Ad Rank auction Ads algorithm decides what ad will serve, the position one’s ad will take on the SERP and can vary page-to-page.
Each competitor sets bids for certain search terms. Google runs an auction for each query and displays the ads of the winners in order of their standing based on Ad Rank. Here is what we know that impacts Ad Rank (Bid, Quality of Ads and Landing Pages, Ad Rank thresholds, Context of Search/Query, Impact of Features and Ad Type.)
When a user does a query or search and sees an ad on Google or its network of sites, Google Display Network (GDN), like Maps, YouTube, Images, Shopping or the partner network and does not click on the ad, the advertiser is made aware of the impression. However, no charges are made until someone clicks on the ad or makes a call. Prior to setting up your ads, advertisers are given the option of a manual or automated strategy based on business goals that will aid in choosing your ad type, whom, where and how often an ad can be served.
Relevancy is critical, as it relates to the user query, this is what determines when your ad is served. There are 3 elements that must be considered for Google Ads to consider placing your ad in an Auction or to Serve your ad. The 3 elements are: Bid, Quality & Expected Impact of your Extensions and other Ad Formats. It’s best practice to ensure that your user has a consistent experience from the query they type (keyword) to the ad they click (ad copy or format) onto the (post click experience) landing page they visit. The greater the cohesion of these 3 elements (Bid, Quality & Expected Impact of your Extensions and other ad Formats), the more likely you have a chance to win the ad auction and serve your ad in a position where the user is most likely to interact.
PPC can be fun, ambiguous and daunting. The only constant is change, every client is different, no one strategy is repeatable. If you can imagine it, PPC, is a good place to test it. If it seems confusing, it likely is, no one person is served the same ad, given the same bid. PPC is unequal purposefully. People are different and each strategy should reflect that of the business your serve, to place an ad in front of a person or user most likely to interact. Budgets matter, relevancy matters, and different is often rewarded.
Pieces of a Google Ads Account
The highest-level grouping is the campaign. Campaigns have their own settings that include location, language, ad type, device targeting, budget, and more. Each campaign will revolve around your business goals and the actions you would like your potential customers to take. The campaign settings will vary based on the network you choose (Display Network, App, Video, Shopping or Search Network) to advertise on and or the goal you pick if you decide to pick a goal. What is a goal? A goal if you choose to use one, is part of your campaigns business objective: Sales, Leads, Website Traffic, Product & Brand Consideration, Brand Awareness and App Promotion. Each goal impacts where potential customers can see your ads.
Ad Groups are contained within each campaign. They are called ad groups because they contain a group of ads that target a similar audience. These ads are triggered by either an audience or keyword. The organization of your ad group should be tailored to a common theme. At this point in the campaign creation process is where you will set default bids.
Something to keep in mind is that you are not limited by the number of ad groups, so there is no need to overfill ad groups with keywords. If you think a large ad group could be split into more specific ad groups do not hesitate to proceed. Take time to map out your segmentation to ensure relevancy for a good consumer experience.
Keywords are the phrases and words used to target searchers’ queries to your ads. They come in three match types: broad , phrase, and exact. Broad match keywords have no punctuation, modified broad keywords use the “+” modifier to tell Google that the keyword must be used within the targeted query in any order, phrase match keywords are enclosed in “ ”, and exact match keywords are enclosed in [ ].
Broad: red shoes
Modified Broad: +red +shoes
Phrase: “red shoes”
Exact: [red shoes]
The difference between match types:
Keywords require balance, they should be closely related to the theme of your ad group, ad and landing page. While each match type (Broad, Phrase, Exact) can help you control traffic and what customer searches your ads match to. Relevancy, quality, competition, bids amongst many other factors will determine the cost for each auction your keyword enters based on the customers search.
Control incoming traffic with negative keywords. Negative keywords can have the same match types but work in reverse, keeping ads from showing for any queries that you do not want your ad to show for. Negative keywords can be added on the ad group, campaign, or account level in the shared library.
For example red shoes could trigger an ad for a searcher looking for red heels. In this example, your business only stocks athletic shoes. You can then apply an exact match keyword [red heels] as a negative to prevent future searches of red heels from triggering your ads.
You can view the searches that triggered your ads from the search query report. This report can be reached from the keyword tab in your account. You can view search queries for the entire account down to specific keywords.
As you review your search queries over time, make a note of those queries that are bringing in the most conversion at the lowest cost. You may want to add the specific queries or variations that your broad or modified broad match keywords attract.
An ad format depends on your campaign type, network and business goals. You have many ad types to choose from (Text, Responsive, Image, App, Product Ads, Showcase Ads, Video and Call-Only). There are great benefits to each Ad type and restrictions.
This is the standard format for a text ad:
Text Ads have character length limitations that you can choose to max out.
The headlines are what you see at the top of the ad, in blue. These should be tailored to the ad group theme and keywords. Between each headline is “|”, a vertical pipe,, keep in mind this is purposeful when you are creating an ad. This could create ad variation based on the user device it is shown on.
The description lines should describe the benefits, any selling points, and a call to action. The final URL (This goes for SITELINKS TOO) needs to target your landing page and may contain tracking parameters.
Example Display url: http://example.com
Example URL with tracking: http://example.com?product=1234&utm_source=google
The final URL is not seen on the surface, but is the address the searcher is sent to when clicking the ad. You can have as many ads as you want in an ad group. The primary benefit to having several ads (2 – 3 Recommended) in an ad group is testing and this also gives Google Ads more variation to consider when a query occurs in determining your Ad Rank to possibly serving your ad.
The Common Metrics
Common search metrics you need to know:
- Clicks – When a user clicks your ad, regardless if they visit your site or not
- Impressions – How often your ad is shown on the Search Results Page
- Conversions – An event counted when someone takes action you defined as a Goal
- Revenue – Purchases (depending on the business)
These form the foundation for almost all of the other metrics you need to optimize performance.
Each time a user sees your ad during a search, an impression is tallied. If a user clicks on the ad you gain a click. These metrics are collected at both the keyword and ad level, as well as aggregated at the ad group, campaign, and account level. This granular detail allows you to optimize each part of the account independently. This can be a factor that will help you gauge which part of the campaign is successful, in addition to evaluating the revenue or lead quality that the ads produce.
Clicks and impressions are also used to calculate click-through-rate, or CTR,CTR=(clicks)/(impressions). This ratio tells you how often your ads that were seen are clicked., allowing you to measure your ads relevance to the query.. That said, there is no “good CTR.” It is relative and you will have to learn over time where your account’s baseline is.
Conversions are counted based on an action defined as important to you and can be tracked at the my client center level, account level, and or campaign level. The actions or events can be counted multiple ways. The options are Website events, App installs, Phone Calls or Import Google Analytics goals. CPA/CPL=(cost/action or lead)is a key measurement to help you determine a proxy for how much you’re willing to spend for each sale or lead.
Working in The Account
One of the first tests of managing an account is getting used to the interface. Get comfortable flipping through your account and adjusting the date ranges, graphs, and metrics. This is going to be your first line of defense in monitoring account performance. Anytime you see significant spikes or dips or even a long running trend, go ahead and examine the campaign level notes and do not be afraid to pull a Basic Report (pre-built). Then look at the change history this page keeps a record of all the changes in your account whether they were new ads, keywords, adjusted bids or budgets, as well as when you paused and enabled certain elements.
You’ll find that you can make any adjustment needed through the interface.
This brings up two potential problems.
- Anything done through the interface can be instantly applied.
- Scale, while possible via bulk sheets, can pose challenges.
Excel, Google Sheets and Google Ads Editor are good preview and build solutions prior to implementing tactic within the Google Ads interface.
Google Ads Editor is a software provided, free of charge, by Google. It allows you to download a copy of your account into the program interface. You can then tweak and apply changes to the account without them going live, or make changes when you are not connected to the Internet. This also makes it easy to revert changes if you change your mind. When you are ready to implement your changes, simply click the button and the editor will post the changes in your account. You can post account-wide changes or updates that are specific to certain campaigns only. Also when you use Google Ads Editor you can draft new campaigns without fear of them going live by accident.
When it comes to analyzing your account, you have many options to do so starting with Google Analytics, Data Studio, Google Sheets and Excel. You can download just about anything from Google Ads in an Excel useable format like .csv or .xlsx. You can then use Excel to apply custom formulas for bid changes or to build completely new ad groups and keywords. Once you’ve finished your work in Excel, you can directly insert your spreadsheet into Google Ads Editor and load the changes, or upload through the shared library.
Working in Excel or Google sheets offers you flexibility to manipulate the data as needed. The most common techniques you can use are functions and pivot tables. Functions allow you to use logic to manipulate and analyze data. For example, you can bid down by 10% on all keywords over CPA and bid up by 10% for any keyword under your CPA goal. This would be a long task through the editor, but takes just minutes in Excel.
Pivot tables can and have provided papers worth of information in their own right. They are worth mentioning, as they will be a crucial tool in your account work and professional tasks. Pivot tables are the most powerful tool Microsoft Excel has to offer is worth knowing and allows you to create custom tables using your own parameters.
This is Only the Beginning…
So there you have it, common terms and concepts to get you started in PPC. We’ve only just scratched the surface in Google Ads; next up in this guide are more details on advertising for specific conversion goals, remarketing, advanced segmentation, extensions, experiments, display network campaigns, and more.
Remember, if you need help, there are plenty of resources available out there. Just Google it or better yet, start your search on the PPC Hero blog or address Google Ads support directly on Twitter.
A Quick Recap
The Seven Account Management Tasks You Need to Succeed Early in PPC
- Learn to scale and preview your work (Ads Editor, Google Sheets, Excel)
- QA performance through the Google Ads interface
- Perform search query reports to find new keywords and eliminate poor quality traffic
- A/B test or Always “B” Testing (Campaigns, Ad groups, Ads, Keywords, Bids)
- Establish goals and guidelines for performance
- Track and tag everything (Campaigns, Ads, Landing Pages)
- Never stop learning – new techniques and tips are always being discussed in the industry, and the search interfaces are always making changes
Guide to Google Ads: Intermediate Edition
Beyond the Basics
Thanks to our previous section, you’re likely well-versed in the basic practices of PPC and Google Ads. With this in mind, it’s time to explore more technical details like campaign types, campaigns settings, ad extensions, and how to start optimizing your account. Each of these elements will become a critical aspect of developing a comprehensive and uniquely tailored strategy.
By the end of our intermediate section, you should be comfortable adjusting campaign settings, navigating the tabs in the Google Ads interface, and using data from Google Ads to make basic optimizations.
What you’ll learn:
- How to select the appropriate campaign type
- Understanding campaign settings and adjusting them to fit your business needs
- Understanding the basics of targeting on the Google Display Network
- Knowing the ad extensions available to use in your account
- Basic optimizations – search query reports, bid changes, and budget allocation
- How to access audience insights such as location, time of day behavior, age, and gender
Search Network only:
Display Network only:
Search Network with Display Expansion:
Your ads will appear on the Google search results page
Network: For search campaigns, you have the option of opting into the Google Search Partner Network. This means that your ads will show on non-Google sites related to the user’s search, as well as Google Maps, Google Video, and other Google properties. Campaigns are opted into search partners by default, so if you want to opt out you’ll have to uncheck the box that says “Include Google search partners.” Often times search partners can yield productive, supplementary inventory. To access this information, simply segment by Network (with search partners):
Devices: Google segments performance by three device categories: computers, mobile phones, and tablets. You can set different bid adjustments for mobile, tablet, and desktop devices. You can view all the usual performance statistics segmented by these devices and make an adjustment if necessary. Modifiers can go from -100% to +900% and be set at the campaign and ad group levels.
Locations: This is where you specify where you want your ads to show (or not show). You can set bid adjustments for certain cities, states, or countries or exclude them altogether. You can select how Google will dictate a user’s location in the advanced location options.
The default setting drives a larger reach and is the first listed option: people in, or who show interest in, your targeted locations. Select “People in or regularly in your targeted locations” if the immediate location of your audience is relevant to your product or service.
Languages: Here you’ll specify what language(s) you want to target. To determine a user’s language, Google looks at a user’s Google language setting or the language of the search query, currently viewed page, or recently viewed pages on the display network.
Bid Strategy: Beyond manual bidding, Google Ads offers a series of automated bidding options that continue to become more robust and effective as the technologically develops. The current options are as follows:
While each of these bid strategies can be executed at the campaign level, keep in mind that bid strategies can be run across campaigns.
Delivery Method: There are two options for delivery method:
Ad rotation dictates which ad Google will show at any particular time. There are 2 options available. The first is “Optimize: Prefer best performing ads” and the second is “Do not optimize” Rotate ads indefinitely.” The second option allows for even ad rotation, which is good for ad testing.
Display campaigns offer an excellent opportunity to engage with top of the funnel traffic at an efficient price. In order to reach this traffic, you’ll need to incorporate at least one of the following methods:
Display Keywords: Google uses keywords as contextual targeting to display your ads on sites with relevant content.
Placements: Here you can view the websites that Google has automatically displayed your ads on, or you can create managed placements (websites that you specify).
Topics: Topics refer to the theme of a website. You choose which topics you want to target, and Google does the rest.
Interests & Remarketing: Interest categories refer to the user. Google looks at the pages a person has visited before to decide what a user is interested in and generate what is known as “in-market segments”. Remarketing allows you to target users who have already been to your site and had a cookie placed in their browser.
When looking to engage with a new audience via display, it is often best to layer a handful of these targeting opportunities in each ad group. A new option within this network is Smart Display Campaigns. These campaigns offer a simple, yet advanced solution to broaden your reach while maintaining relevant traffic. Smart dDisplay Campaigns automate and optimize targeting, bidding, and ads through machine learning.
Ad Extensions will show with your ad depending on position, ad rank, and what other ad extensions you’ve enabled. Extensions are valuable because they take up more real estate on the search results page, and give the user easy ways to get the information they want about your site.
Sitelinks: Sitelinks allow you to show additional links to your site below your ad. Consider this a chance to move your audience farther down the funnel with additional landing page options and ad copy that further develops your message.
Callouts: Callouts quickly relay major benefits or features of your service.
Structured Snippets: Structured snippets give advertisers the chance to describe the features of a specific product or share the range of products or services their business offers.
Call extensions: These allow your users to click-to-call from their mobile phones.
Message extensions: Allows your audience to click an icon within your ad to directly text message your business.
Location Extensions: If your business has a physical location or storefront, the address will show here, so users can easily get directions. Location extensions are displayed to users who are near or are searching about the location of your business. If you have multiple locations, you can easily add multiple location extensions, which will show to users depending on their locations.
Affiliate Location Extensions: For businesses that sell through retail chains, affiliate location extensions help you reach consumers when they are deciding what and where to buy.
App Extensions: Link to your mobile or tablet app from your text ads.
Promotion Extensions: Show details regarding special sales and offers within your ads.
Price Extensions: Price extensions showcase your business’s offerings in detail, so people can find what they want more quickly through your ad.
Optimizations – The Basics
So now that we’ve gone through some of the basic settings and features of Google Ads, you’ve got to know what to do with all of it. Here are some basic Google Ads optimizations that you’ll be making in your accounts.
The Search Query Report
Search query reports are used to analyze what search terms are triggering your ads. This can be useful in a few ways:
Once you download your search query report into an Excel file, simply add your desired filters and sort by cost, conversions, and impressions to get a feel for what traffic is coming through your account.
Bid & Budget Optimizations
Bids and budgets are usually adjusted on a weekly basis. Campaign budgets are used to allocate overall monthly budgets, and bids are used to efficiently spend your budget on the keyword level.
Bid Adjustments – Basic Strategy
There are many different approaches you can take to bid adjustments, whether you are bidding for a certain position or you have a CPA goal in mind. The idea behind changing bids is that you want to reduce the bid on keywords that are not performing well, while increasing bids on keywords that are performing well or have a lower impression share.
First, download your keyword report from the Google Ads interface. Once your data is in Excel, sort your keywords by cost. This allows you to easily pinpoint which keywords are spending significant amounts without converting. Give these keywords a negative adjustment, maybe 10% or 15%, depending on the cost.
Next, filter by cost per conversion. Any keyword with a CPA over your goal should receive a negative adjustment as well.
Finally, you’ll want to increase the bid on your top performers (if they need a boost). If a keyword is bringing in conversions at a good CPA, but the impression share is a bit low or has been dropping, it typically gets an adjustment to keep the exposure from falling.
If you’re using automated methods such as Target CPA or Target ROAS, adjust the goal KPI accordingly as performance fluctuates. Keep in mind that these methods rely heavily on historical data, so too much tinkering will hinder their ability to optimize.
A lot of information can be gathered directly in Google Ads to further dissect which audiences you’re resonating with most.
One of the most valuable items available is location targeting. Accessing this information can reveal anything from seasonality to market share. From here, bid modifiers can be implemented to increase reach in top performers and limit exposure in areas of inefficiency.
Another key aspect of audience behavior pertains to ad scheduling. Search intent varies by both day of week and time of day, a crucial variable to incorporate when optimizing budgets and bidding.
Beyond location and time of day, factors such as age, gender, and household income are likely to be defining characteristics of your target audience. Each of these items are accessible via the demographics report within Google Ads.
A Quick Recap
Google Ads is a dynamic, comprehensive ad platform that allows users to connect with an audience at the exact moment in which they are making pivotal purchase decisions. If you achieve a strong grasp of the following list, you’ll be well on your way to developing a comprehensive and cohesive targeting strategy:
- Leverage the proper campaign type for your goal.
- Understand campaign settings and adjust them to fit your business needs.
- Learn the basics of targeting on the Display Network to connect with higher funnel traffic.
- Incorporate all relevant ad extensions for increased ad real estate.
- Execute typical account optimization through search query report, bid management, and budget allocation.
- Explore Audience Insights via location targeting, ad scheduling, and demographic reports.
Guide to Google Ads: Advanced Edition
Becoming the Expert
After successfully navigating the setup of a Google Ads account and the initial round of settings, optimizations, and expansions, the time has come to not only manage your account according to general best practices, but to really identify how your account will flourish. By the end of this section you’ll learn:
- How to create the most value from your Remarketing lists
- Advanced segmentation opportunities for your account
- Cross-device attribution for a broader look at how users engage with you
- How to use automation for simpler and more efficient account management
The concept of remarketing or retargeting allows businesses to continually engage with a demographic who has already been to their website. This means that the individual is not only more familiar with the online experience, but they have also begun the process of identifying if your product or service is meeting their needs.
Due to the specificity of your targeting – with a quantity of online browsers whom have been to your site – remarketing efforts tend to yield lower costs-per-clicks as well as higher conversion rates. Those who click through a remarketing ads are often individuals who know what to expect by landing on your site and thus are further into the conversion process or buying cycle.
Before you can succeed in remarketing, you must create a unique remarketing campaign. Since you will need a list of previous visitors, the initial step is to create and place your remarketing code.
You will need to add a specific Google code that will be placed on all pages of your website that will then tag or “cookie” any person that visits one of your pages. The pixel is part of the Google Ads sitewide code snippet. Adding the sitewide pixel allows for remarketing.
Once you’ve properly placed your code, you can verify its status on the Audience Lists page of the Audience Manager.
Once you have completed this step, you’ll need to create your remarketing lists. Commonly, an “All Visitors” list is created, which simply tags all users who’ve been to your site.
In addition to this general list, your next step will be to identify your converting traffic and assess your interest in re-engaging with them. For lead generation PPC, as mentioned previously, often an individual who has completed a lead form will have little additional value for further conversions.
Unless you’re operating from an email list or free trial, converted users in lead gen should be a remarketing list that is excluded from your targeting.
In order to set this audience up, you’ll return to your Audience Manager and choose:
This list will then be added to your targeting as an exclusion, while your All Visitors would be included. There are many levels of visitors to include and exclude depending on the intention behind your remarketing efforts. You may want to target those visitors who have gone through a certain stage in the purchase process or who have completed a certain step in your form signup.
Remarketing exists similarly in Google Analytics, where your standard Analytics tag will need just a slight adjustment. It can be useful to create your remarketing lists through Analytics when you want your lists to revolve around particular behavior, such as number of pages viewed, referral source and more. It is through the construction of these lists and combining them for highly refined targeting that you can put the bid and budget emphasis where it is most likely to convert well.
When it comes to data and privacy protection in remarketing campaigns, review all GDPR provisions and ensure your website and marketing efforts are compliant.
In addition to creating remarketing audiences, you can create audiences around:
Additional Remarketing Campaigns
Mostly used in ecommerce campaigns, Dynamic Remarketing allows you to show previous visitors the products they viewed. For example, if searchers viewed a blue widget, a green widget, and a red widget, they have the potential to see these products as they move across Google’s Display Network. Dynamic Remarketing can also be used in verticals like education and travel to dynamically list courses and flights.
Although traditional Google Remarketing was based in the Display Network, it has grown to the Search Network as well. Remarketing Lists for Search Ads (RLSA) offer targeted ads for those searching through Google. You use the same type of remarketing lists as with your Display campaigns, but here you would include keywords, just like any other Search campaign.
To create your RLSA campaign, you’ll go through the same process of creating a Search campaign with ad groups and keywords. However, you’ll also include targeting for your desired audience.
When it comes to keyword targeting, you can be a little more flexible with your choices. Since you know the window of time this group has engaged with your site, you have a bit more confidence that a search for one of your broader keywords (and even in broad match) can be conducted with a greater understanding of what is needed. This means that when your ad appears, the individual not only knows more clearly what they’re investigating, but also recognizes you and the experience they had on your site.
For this reason, RLSA campaigns often have lower volume, but a higher conversion rate than traditional Search campaigns, and even traditional remarketing campaigns on the Display Network.
The “Targeting” option means that for users to see your ads, they have had to visit your site and search for your keywords. This setting is recommended to keep the audience as specific as possible.
A third development in remarketing is through the construction of what are considered RDSA campaigns. This campaign type combines your Remarketing Search campaigns with another feature called Dynamic Search Ads (DSA).
These text ads are created based on the user’s search term and what Google deems to be the most relevant headline. You provide the description lines, but the headline and final URL are both inserted dynamically based on Google’s perception of what will yield the most positive user experience. The concept behind RDSA is to take the DSA campaign and add remarketing lists to the targeting so that the ads are highly relevant. In addition, remarketing lists for Search need 1,000 visitors before they start showing. By targeting all users who come to your site, RDSA shows a relevant, dynamic ad based upon the query and intended landing page.
Google’s platform offers the ability to upload a file of email addresses in order to target users based on data customers share with the engine. This method of remarketing is available on select platforms including:
To take advantage of this method you simply create or update a campaign to targeting using Customer Match. When users are signed into the applicable accounts your ads will be served. Member duration within customer lists is unlimited. It is recommended to refresh your lists frequently.
As an additional reminder, make sure that any usage of email addresses is compliant with data and privacy protection enforced by GDPR.
An additional way you can leverage your customer match list is to create similar audiences. In order to create this list your customer match list must meet requirements set by Google. If your list meets those requirements the audience size will display on the Audiences tab within the Google Ads interface. To take advantage of these lists simply set up a target by adding it to an ad group within a campaign.
Remarketing for video campaigns can be compared to the set up involved in the Search and Display Network. In order to take advantage of this method advertisers will need to connect the Google Ads account with the associated YouTube channel. Once connected, remarketing lists can be created from one channel or by a group of videos within one channel to create custom audiences. These audiences can be used to run standard text ads or images ads on the search and display network.
Remarketing for Mobile Apps
If you have a mobile app the ability to remarket to users is offered through Google and allows you to reach back out to these users in a few different ways. The most common way is to show ads to customers who have installed your app while they use other apps through the Display Network.
An advanced use of this targeting is to leverage deep links and actions within your app to encourage users to finish a task. For example, if a customer has downloaded your app, but failed to launch you could remarket to that individual with benefit messaging to try to promote an open.
To get started you will need to determine the appropriate method to link your app. Once established you will need to tag events within your apps that will trigger the remarketing list. These tags will them be used to create audiences within the shared library. To finalize a campaign launch simply add the new remarketing lists to a campaign leveraging the Display Network only – Mobile app.
Once you’ve successfully begun running your remarketing campaign, you’ll want to start optimizing it. Because the nature of this campaign is fundamentally different from standard Display or Search campaigns, we also utilize additional methods for improving performance.
As is the commonly accepted practice, conducting placement reports will allow you to identify sites on which your ad shows. From these reports, you can identify what placements are sources of inefficient spend and exclude them. Conversely, those that have brought in strong conversion volume should remain in the running, potentially to even be set as a managed placement in a separate Display campaign, so that you can control the bidding for these sites.
To identify the effectiveness of the ads you are showing to known visitors, the first optimization will be through the examination of the Reach & Frequency report, as shown by customizing the default columns in the campaign tab.
From this report, you can segment the number of times per day, week, or month that a user was shown your remarketing ads. This data can be folded into a pivot table where the frequency is aggregated over a time period. The data shows that the conversion rate is strongest for those who have seen the ad 2-3 times in a single day. The conversion rate then declines a bit before resuming to a higher rate after 7 impressions.
At this point, your account should be divided into a structure that allows for best achievement of your overarching PPC goals. While such segmentation is imperative for successful account management, additional parameters can allow for a more efficient use of your spend. These segmentations include the use of more in-depth reports, such as click type, extension performance, and geographic.
When evaluating the success of your targeting or seeking new opportunities for geotargeting, the Geographic report can provide detailed information about performance. As a report in the Locations tab, it pulls data for users based on their location as well as their areas of interest. When a campaign is created, the default setting is to target people in, or who show interest in, your targeted locations.
The data from this report can be broken down into a wide array of specific location types ranging from region to zip code, and even down to borough or neighborhood. These additional reports can provide you with continued opportunities to improve your accounts’ traffic coverage, engagement, and overall cost efficiency.
In a world where mobile & tablet traffic now occupies over 60% of online traffic (comScore report), the acknowledgement of multi-device and multi-channel interactions is crucial. Cross-device attribution refers to the way in which Google is able to track users’ interaction with your site across multiple devices and avenues of exposure, such as emails, direct, paid, and organic searches.
In the Google Ads interface, it is most common to associate your conversions with the last click a user made before converting. Google does its best to use back end data to give us estimates on what they think the actual conversion volume is for our accounts, taking into consideration the use of multiple devices including desktop computers, tablets, and smartphones.
All conversions is a metric that Google has begun providing to do just this. It calculates when a conversion was made on one device while the initial click was made on a different device. Although there is limited transparency on the accuracy of these calculations, it certainly provides an idea of the contribution that multiple devices may be making to your conversion volume.
In order to gauge your multi-device presence, two simple reports can assist in this process. Segmenting by device will give you a clear picture of the performance occurring in your account based on desktop, tablets, and mobile devices. This report is found by using the segment icon drop-down and can be used on a campaign-by-campaign basis or pivoted across the entire account.
Additionally, examining your search funnels may also give way to further insights to the path your users are taking pre-conversion. Google Analytics provides many views of this type of traffic, including the Multi-Channel Funnels, as seen in Conversions section. The overview of this report allows you to select the traffic sources to consider and demonstrates the interaction seen in the pre-conversion process.
Identifying the relationship between your PPC efforts and non-PPC interactions not only impacts the value of PPC, but also a deeper understanding of what brings users to your site and returning to ultimately convert.
Automating Your Rules and Reports
When working on accounts with hundreds of thousands of moving parts, efficiency is of the utmost importance. As you become more familiar with the workings of your PPC account, you may begin to identify processes or optimizations that don’t need the human touch and could be just as successfully implemented through automation.
Google understands this need and has provided a thorough list of rules that may be used in your account. While this list is impressive, there are a few examples that are most frequently implemented and most easily applied across the boards of varying industries.
Automated reports can be useful in receiving updates on performance when you can’t necessarily be in the account every day. While it’s strongly recommended that you are in your accounts each day, the automated report can provide you with a snapshot that tells you what you need to know, as often as you need to know it.
Automated reports are extremely simple to pull; in fact, they’re just like pulling a report!
You can do this for any downloadable report, for whichever date range you need, ad at the frequency you determine.
If you find yourself making the same optimizations to your account on a regular basis, it may be time to create a rule to do it for you.
In order to create rules, you’ll want to click the “Rules” link in the “Bulk Actions” section.
If you are conducting bid changes on a regular basis, and each of these changes is conducted in the same mathematical way, this is the type of automation that can free up your time while still achieving the same goals.
Upon selecting your option, you’ll encounter several choices. One scenario may be as follows:
a) If you conduct weekly bid changes, you would pull a keyword report and identify areas of inefficient spend. You always select keywords that have spent over a $15 CPL goal and reduce those bids by 10%, keeping your bids above $3.00 which you’ve experienced to be associated with an eventual drop in exposure. A useful rule would be to sift through your keywords and make the adjustments when they flare up. In this case, your rule would be set for a weekly review, using the previous week’s data. If the keyword had an average CPL over your designated $15, the rule would reduce the bid by 10% with a minimum bid of $3.00. Because these are small changes, you do not request a confirmation email that the rule has run, but simply a notification if there are any changes made or if errors occur.
b) Another opportunity for automation is in regards to your competition and the effect it has on your account. For this scenario, let’s say you are in a fairly competitive market and from time to time, your Search Impression Share slips beyond a percentage that yields consistent performance. Since traffic varies slightly from day to day, running this rule daily isn’t necessary. It would be useful to run it weekly, however, so that when the average generally decreases over several days, the drop does not go unnoticed. Here you may create a weekly rule that increases your bids by 10% for any keyword that has a Search Impression Share below 70%. In this case, the previous week’s performance is taken into consideration before the bid is adjusted. Additionally the results will be emailed to you on a weekly basis, regardless of change status, so that you can quickly review how Impression Share is looking for these keywords.
Ad Management rules
If you are a business that continually changes ad copy, there are some simple options that can assist in enabling and pausing your ads.
In one scenario, you may offer promotions at certain times, such as holidays. In this example, the ads selected have been given Google Ads labels that indicate that they are promotional ads for Father’s Day.
In order to pause automatically, simply navigate to the ads tab and create a one-time rule that states the time, date, and associated ad label that will need to be paused.
Campaign management rules
Lastly, one rule that exists within Google Ads can assist with campaign performance. If you have an account that utilizes the Total Conversion Value metric, and has a goal Conv. value/Cost (Google Ads’ version of ROAS), you can set yourself a campaign budget rule. This rule would allow the daily budget to be increased by a certain amount or percentage as the estimated Conv.value/cost remains above a certain threshold.
Of course, this rule could apply similarly if your goal is a CPL threshold. This type of automation allows your campaigns to spend more if they are justifying it with profitable performance.
Upon creating this rule, you may set another rule for later in the day. In this example, the rule is executed at 1pm. A follow up rule may apply at 5pm, where, if the Conv value/cost slips, the budget would then be reduced, and so on.
The overall advantage to using automated rules in your Google Ads account is to take the daily, weekly, or monthly tasks you routinely run, and allow the interface to do them for you. This frees up your time while still generating the same outcome.
For daily budgets, keep in mind that Google Ads now allows a given budget to be spend up to 2x on an individual day if performance is indicating value in adjusting that daily budget. Often times that makes the above scenario a redundant practice. Over the course of 30 days, Google Ads will correct itself and under-spend on a lower performing day to offset the increase in budget from before.
A Quick Recap
HERE IS WHAT YOU SHOULD BE FAMILIAR WITH NOW:
1) The distinctions between Ecommerce and lead generation PPC.
2) Understanding how to create the most value from your Remarketing lists.
3) Advanced segmentation opportunities for your account.
4) Cross-device attribution for a broader look at how users engage with you.
5) Utilizing automation for a simpler and more efficient account management.
Bonus Content: Conversion Tracking & Attribution Models
We knew you were sitting there wishing there was an extra section diving deep into conversion tracking and attribution! Within Google Ads ensuring proper tracking is in place in order to properly report is extremely important. If you go to Measurement -> Conversions -> +Conversion – then you will get a code and you can begin placing tags on proper thank you pages to assure proper conversion tracking and reporting. First you will have to define each of the following:
The conversion value can be an arbitrary value that you assign to each time a conversion occurs or a value tied to a numerical value on the backend of your site based on the price of items purchased.
Assuring the count on each conversion value is set up properly is extremely important. Essentially, if you are in e-commerce you typically want to value each sale, so you would set to count “Every” conversion. For most Lead Gen accounts, you do not want to count users multiple times if they signed up multiple times, so you’d set the count to “One” conversion.
The conversion window is typically set to 30 days, but for products that typically have a longer decision-making process from the user, it is not uncommon to use 60- or 90-day windows.
View-through conversions typically have a 1 day setting but also can be adjusted. This is normally used as a secondary metrics to visualize how many converters saw your ad and if value is being brought in differently than just direct conversion volume.
The categories are fairly self-explanatory, but more important is the fact that you can set up to track multiple things, but when it comes to the actual conversion count decide not to count certain categories.
Include in “Conversions”
This is where the previous note comes into play. Here you select the main goals to include as conversions and assure that secondary goals are not included in the total conversions (ie: typically sales or leads are included and other goals are not).
Let’s get down to the meat of reporting and tracking success – choosing an attribution model.
All marketers are pushing for data-driven attribution to be the king of attribution models. There are different platforms being used as attribution models, and Google is now dipping their toe into the waters of data-driven attribution.
Data-Driven Attribution Model
What is the data-driven attribution model? This model takes into consideration all historical data to show the importance of all the players in the advertising funnel as it visualizes how different users act when they reach certain steps. The way another Data Driven attribution program – called C3 – looks at this, is it puts value toward Originators, Roster generators, assisters and converters and from there assigns credit to each point users hit before getting to the ultimate goal (a sale or lead for example). Based on data of past users, credit is divided up among the different touch points accordingly.
Last Click Model
The rest of the models are much simpler than data-driven. Last click attribution is as simple as the last click gets all the credit for the conversion.
First Click Model
In a first click attribution model – surprise – the first click gets all the credit. Depending on your conversion window, this can benefit different phases of the funnel. Typically, this benefits the top of the funnel, but not always. This model seems to be rarely used in accounts, but if getting customers to see your brand is a huge part of getting them to purchase this may be a good model for your company.
Linear Attribution Model
The linear attribution model gives equal credit to each touch point in the advertising process. This would be saying that not one touch point was more important than another. If people put faith in data-driven models it will more than likely eliminate the need for the Linear model, but at this point this model is still a good one to use if you aren’t completely understanding which parts of the advertising process are most beneficial to driving results.
Time Decay Model
The time decay model is similar to last click in that it benefits the bottom of the funnel. However, time decay does not credit ONLY the bottom of the funnel like last click models do. When convincing clients to move away from last click modeling, time decay modeling may be that next step for them to test out.
Position-Based models ignore all the middle steps and give credit to the first and last touch points. This is another rarely used model, but one that businesses use who are very interested in what engaged a new prospect and what closed the deal without feeling the need to analyze what occurred in the middle.
There you have it! The 2019 complete guide to Google Ads. Of course, this is not a comprehensive list of everything you could know in Google Ads, but it’s a good start. As the world of PPC constantly changes, there’s always something new to learn. So keep reading, keep experimenting, and make sure you are actively taking part in PPC communities, events, and resources. You’ll be the expert you strive for before you know it!
Conversion Action Sets
By default, Google shows all conversions in the “Conversions” column at the campaign level. Google also uses all conversion types when it comes to Smart Bidding strategies. Conversion action sets allow you to break out your conversion types and optimize around these sets. For example, users who make a purchase may be considered a tier 1 conversions. Users who fill out a contact us form or sign up for the email newsletter may be considered tier 2. Conversion action sets can be created by clicking the “Conversion Action Sets” tab in the “Conversions section.