A type of keyword that prevents your ad from being triggered by a certain word or phrase.
For e.g. when we add “free” as a negative keyword to our campaign or ad group, you are describing simply that google ads will not show your ad for any type of search containing term “free”.
There are 9 types of google ad extension :
Sitelink extension : which can be created manually or automatically— let you add links to specific pages on your website. This gives potential customers more information about your offerings and encourages them to visit the pages most relevant to them.
Callout extension : which can be manual or automated—are 25-character snippets of text that extend your ad descriptions. This is a great place to give potential customers more information about your business’s unique selling points.
Structured snippet extension : manual or automated—let you highlight a list of features or services within your ad. These are similar to callout extensions in that they’re text limited to 25 characters that appear after your ad description. The difference is that structured snippets require you to pick a predefined header from a selection that Google offers, and create a list.
Call extension : A call extension allows you to add a phone number to your ad, making it easier for customers to reach you. This is a manual extension (although automated location extensions may include a phone number).
Location extension : Location extensions let you add your business address—manually or automatically—to your ad. They can help customers find you if you operate a physical storefront.
Image extension : manual or automated—are small square images that qualified advertisers can include in their search ads. (Eligibility depends on account history, ad quality, and adherence to the platform’s advertising policies.) These can be photos of your products or storefront, but they cannot be logos.
Lead form extension : Lead form extensions—manual only—allow advertisers to include forms and surveys directly in their advertisements in order to collect customer information.
Promotion extension : Marked by a price tag icon, promotion extensions let you include information about limited-time sales and promotions in your search ad. You must create these extensions manually.
App extension : As the name implies, app extensions let searchers on mobile devices download an app directly from your ad. You can only create these extensions manually.
Increase visibility on search results page
The potential to attracts better leads
Better ROI for ad campaigns
They are called as assets on the google ad sites, are additional pieces of information - including site links, product prices and your phone number - that appear before potential customers click on your ad. These assets are only available for google search ads.
In-market audience allows you to find customers who are researching products or services and actively considering buying something like what you offer as they browse pages across the web. It is the way to connect with consumers who are actively are researching or comparing products and services across google display network publisher and YouTube.
An affinity audience is a group of potential customers that share similar interest or qualities [similar to buy persona]. Affinity audience are made for businesses which want to drive in new customers, spread brand awareness and attract people with similar interest to their products, offers or services. Like Golf enthusiast and Tv comedy fans.
Audience segmentation is like a marketing strategy that divides people into categories based on demographics, interest, geographic location and needs in order to deliver stronger, more personalized messaging and content. In a demand generation program, audience segmentation usually results in high quality leads.
Audience segmentation helps you bring order to the chaos of modern consumerism. With a clear understanding of your audiences and how they spend their time, you can provide the best customer experience, influence a path to purchase and identify the best groups to target.
CPA [ Cost per action ] is like an automated bid strategy that sets bids for you to get as many conversions or customers actions as possible. If your main advertising goal is getting conversions like sales, signups or mobile app downloads, then target CPa bidding can help get more conversions of your budget.
CPM [ Cost per mile ] or Cost per 1000 impression, In this strategy, you set the price per 1000 impression, which is not the maximum but the average price. It is available for google display network ads as well as on youtube.
Improving expected CTR and Ad relevance
Good account organisation
Ad testing
Improving landing page experiences
Make the page easy to navigate on any device
It is a diagnostic tool meant to give you a sense of how well your ad quality compares to other advertiser. This score is measured on a scale from 1-10. A quality score between 8-10 is considered very good.
On what factors google quality score depends :
CTR [ Click through rate ], Ad relevance, Landing page experience.
Frequency capping allows you to limit the number of times ads appear to the same person. We can use frequency capping in display campaign and video campaign but frequency capping works differently on display campaign and video campaign.
Display campaign
For display campaign, only impressions that were viewable count towards frequency caps.
Third party cookies are used by default, if not then first party cookies are used to approximate impressions.
Video campaign
You set a limit on your videos in a campaign for selected time intervals based on Impression, views, both impression and views
When a user reaches the frequency cap, google stops showing this campaign to the user. This only applies to in-stream and bumper ads in the auction.
A group of more than 2 million websites, videos and ads where you can appear.
For e.g.
Google finance, Gmail and Blogger
The network consist of search related websites and applications where your specific advertisement can appear.
For e.g
Google partners such as Google search, Google shopping, Google maps, etc.
Google ad is the tool that you can use to promote your business, help sell products or service, raise awareness and increase traffic to your website.
Google ad accounts are managed online, so it is very easy to create or you can change the campaign at any time, including your ad text, setting and budget.
It is a online pay-per-click advertising program as from this we can create online ads to reach audience exactly when they were interested in the products or services that you offer.
It is an affordable, easy to use advertising platform which is used to promote your business, help to sell products or services, raise awareness and increase traffic to your website.
