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Google Ads Fundamentals (Types of bid adjustments (Device (Show your ad…
Google Ads Fundamentals
Landing page experience
Offer relevant, useful, and original content
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Extensions
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Callout extensions
Add additional text to your ad, like “free delivery” or “24/7 customer support.”
Structured snippets
Highlight specific aspects of your products and services. They show underneath your text ad on search in the form of a header (ex: "Destinations") and list (ex: "Hawaii, Costa Rica, South Africa").
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Price extensions
Showcase your services or product categories with their prices, so that people can browse your products right from your ad.
Promotion extensions
Highlight specific sales and promotions across your ads (e.g., 30% off rose bouquets)
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Account structure
Account
Your account is associated with a unique email address, password, and billing information.
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Ad group
Your ad group contains a set of similar ads as well as keywords (the words and phrases that trigger your ads to show up).
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Match types
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Broad match modifier shows your ads based on the broad match, but excludes synonyms.
Benefit: More targeted, can increase clicks and conversions
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Ad Rank factors
Bid amount
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To ensure good value for all, top bids don’t necessarily lead to top rank on the search results page.
Expected CTR
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To determine this rate, Google Ads takes into account how well your keyword has performed, that is, how users responded to your ad by clicking on it or not in the past.
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Ad relevancy
Calculated by analysing the language in your ad to determine how well it relates to the search query.
Ad relevancy is a key factor in the auction process, enabling users to see only useful ads that are relevant to the search performed.
Ad formats
Using various ad extensions, like a sitelink to a page on your website, your address, or phone number, may serve to bolster your rank.
Media cost models
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CPC: Pay each time someone clicks on your ad, regardless of what happens after the click.
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CPV: Pay for people watching or interacting with your video ad, like clicking on a call-to-action overlay or companion banner ad.
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CPA: Pay only if a user sees an ad on the publisher’s site and later makes a purchase or completes some other desired action on your website.
Publishers take on more risk when using the CPA model, since there’s no guarantee that someone will click the ad. This can make CPA campaigns a bit pricier than other options, but with higher returns.
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Bidding management
Manual bidding
You manually set bids at the ad group level, for individual keywords, or for ad placements, so you know you're bidding for the clicks that mean the most to you.
Automated bidding
You set a daily budget and then have Google Ads automatically adjust your bids to get the most clicks or conversions possible within your budget.
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Bidding strategy by goal
Goal: Ad clicks
Maximize clicks automatically sets your bids to help get as many clicks as possible within your budget.
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Good for advertisers just starting off with online marketing who are most interested in getting customers to their website.
Goal: Ad revenue
Target return-on-ad-spend (ROAS) bids more where Google Ads estimates ads are more likely to lead to a sale — aiming to get as much return on ad spend as possible.
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Goal: Ad conversions
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Maximize conversions
Automatically sets bids at auction time to get you as much conversion volume as possible within your campaign’s budget.
Good for those with a fixed advertising budget already seeing at least 15 conversions and 15 clicks per month, who do not know how much they should be willing to pay for a conversion.
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Types of bid adjustments
Device
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Adjust your bid across mobile, desktop, and tablet to optimise more precisely for each device.
Location
Show your ad more or less frequently to customers in certain countries, cities, or other geographic areas.
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Top content
Use bid adjustments for popular content to increase your ad’s chance of showing on top content on YouTube and the Display Network.
Targeting methods
Use bid adjustments for topics, placements, and other targeting methods in campaign types that show ads on the Display Network.
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Budget strategy by goal
Goal: Build awareness
Will require a larger budget due to the longer path to conversion and the scale at which you try to reach people.
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Goal: Driving action
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You can meet all of your action goals with a small, medium, or large daily budget.
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Metrics
Impr.
Impressions shows how often your ad was shown on a search result page or site on the Google Network.
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Conversions
Conversions show how many people clicked from your ad to your site and did something you valued, such as a purchase, sign-up, phone call, or download.
Cost/conv.
Cost per conversion shows how much each ad conversion cost you. (Also called cost per acquisition, CPA.)
Conv. rate
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Example: 50 conversions from 1,000 clicks, 50 ÷ 1000 = 5 percent conversion rate.