Search and Display Network (Display Expansion) campaign

Search and Display Network campaign Create a new campaign. Settings > Networks > Search Network. Include Google search partners and Google Display Network. In this campaign, most clicks and impressions are likely to come from the Display Network. When you include the Display Network to the Search Network campaigns (Display Expansion), your ads will appear only when they’re predicted to be effective and you aren't using your entire budget on Search. The Display Network performance won't impact your Search Quality Score. Best practices Keywords - Select all keywords associated with your products and services, but also choose less obvious keywords…
Read More
Keywords optimisation

Keywords optimisation

Traditional ways to optimise keywords New ways Analyse the Search Intent of a query Google Search Suggest Google PAA (People Also Ask) Google Related searches People also search for Traditional ways to optimise keywords - Keywords and ad groups should have a tight connection. - Limit keywords into your ad groups, 15/20 maximum. - Keywords appear in your ad’s headlines. - Test keyword match types: phrase, exact, broad and broad modifier to control who sees your ads. - Mix longer or shorter permutations. - Add trending search terms as keywords. - Pause poorly performing and redundant keywords.  - Align a…
Read More

What is the order of bids on the Display Network?

The general order of bids, from most specific and highest priority to lowest is: 1. Customs bid. 2. Ad group default bid. If your ad is eligible to show on the Display Network, Google Ads first looks for your custom bid. If you set an individual keyword, placement, or audience bid, the individual bid overrides the ad group default bid. You're prompted to set a Display Network bid each time you create an ad group. If you don't set this bid, or you don't have a custom bid, Google Ads uses the default bid. Placement Bids If you've set up…
Read More

How to create a GMail campaign with Keywords and Audiences Ad groups

Select your Keywords ad group. Keywords. Add Keywords. Add Display Keywords. Add relevant keywords to your business. Or Enter your product or service. Google shows keyword ideas. Add any appropriate keyword. Or ADD ALL IDEAS. Get keyword ideas by typing your website. Once finished, click SAVE. Select your Audiences ad group. Click Audiences. Add Audiences. Edit Audiences. Make sure 'Targeting' (previously Target & bid) is selected. BROWSE. Click What their interests and habits are (Affinity and custom affinity). Add all relevant Affinity audiences to your business. Click What they’re actively researching or planning (In-Market, life events and custom intent). Use…
Read More

Display Network Managed Placements campaign

Placements are websites where you think your customers spend time looking for your products and services, and you want your ads to appear. These are your industry-specific related websites, comparison websites, directories, and websites visited by your targeting audience. How to choose Placements Create a new campaign > Website traffic > Display > Standard display campaign > enter your website and > CONTINUE. Choose Campaign name, Goal, Networks, Locations, Languages, Budget, Bidding, Start and end dates and Ad rotation. Create your ad group and click CONTENT TARGETING. + Placements. Search for Placements by word, phrase, URL or video ID. For…
Read More

How to create a YouTube campaign with In Stream, Video Discovery and Bumper Ads Ad groups

Create two new campaigns targeted to Display Network|Video. Campaign #1 targeting CPV (Cost per view) bidding, and Campaign #2 targeting CPM (Cost-per-thousand impressions) bidding. Ad groups Create three new ad groups, one for each of these formats: In-stream ad (Campaign #1 targeting CPV). Video discovery ad (Campaign #1 targeting CPV). Bumper ads (Campaign #2 targeting CPM bidding). Bumper Ads videos Bumper ads use target CPM (Cost-per-thousand impressions) bidding. You pay each time that your ad is shown 1,000 times. Bumper ads videos must be six seconds or shorter. Viewers can’t skip your ad. On each ad group, add keywords, audiences,…
Read More

How to create a CUSTOM INTENT AUDIENCE

Select your ad group. Audiences. Edit Audiences. Targeting - Targeting - previously Target & bid. BROWSE. What they’re actively researching or planning. Click + NEW CUSTOM INTENT AUDIENCE. Name your Audience. Add keywords and URLs related to your products and services. As you enter your keywords and URLs, under IDEAS, Google Ads gives you descriptor ideas for that audience. Under AUDIENCE SIZE, Google Ads gives you an estimated size of your custom intent audience. CREATE. Watch video. Watch it on YouTube (Larger version) Extract from my Book 'Making Google Ads Work'.
Read More