Google Ads and SEO
Summer 2022
ADS301m
SESSION 19
Session 19
Google Ads Campaign
Learning Objectives
• Develop goals and structure for a new campaign
• Make settings decisions to set up a new
campaign for success
• Write effective text ads
• Use keywords match types effectively
• Perform some common optimizations for ongoing
campaign maintenance
TABLE OF CONTENT
• Campaign Structure Basics
• Types of Google Ads Campaign
& their Best
Practices
• Optimizing Ad Copy
• Lesson Learned
The Basics of Building Out
Google Ads Account Structure
The Campaign Level: Laying the Foundation
The Ad Group Level: Building Your House
Keyword Selection: Interior Decorating
Ad Copy: Exterior Design
Ad Extensions: Adding a Backyard Pool
The Basics of Building Out
a Google Ads Account Structure
Campaign Structure Basics
The following ways to segment your campaigns:
the products and services you offer
geographical location
performance and bidding
brand names vs. generic names
seasonality of your service or product
keyword match types (you can also segment
this way on an ad group level too)
Types of Google Ads
1. Search - Text ads on Google search results
2. Display - Image ads on websites or on Gmail
3. Video - Video ads on YouTube
4. Shopping - Product listings on Google
5. App - Your app promotion on many channels
6. Smart - Simplified automated ads on Google
and across the web
7. Local - Drive customers to a physical location
8. Discovery - Runs ads across Google’s feeds
when they’re open
Types of Google Ads Campaign
& their Best Practices
1. Google search ads - attract people looking for
your products
Best practices of Google search ads
Write compelling ad copy
Create branded search campaigns
Run competitor search campaigns
Create Dynamic search ads
Create Responsive search ads
Types of Google Ads Campaign
& their Best Practices
2. Display ads - generate brand awareness
Best practices of Google Display ads
Prioritize Responsive Display ads
Don’t mix new users with remarketing
audiences
Attract people similar to your high-value visitors
Types of Google Ads Campaign
& their Best Practices
Types of Google Ads Campaign
& their Best Practices
3. Video ads - get in front of targeted audience
Best practices of Google Video ads
Create narrow audiences
Keep your ad short
Be direct with your messaging
Use advanced campaign settings
Types of Google Ads Campaign
& their Best Practices
4. Shopping ads - advertise to shoppers ready to buy
There’re 03 types of Shopping campaigns:
Product Shopping ad
Showcase Shopping ad
Local Inventory Shopping ad
Best practices of Google Shopping ads
Your product details should be keyword-rich
Always double-check your product info
Use high-quality images
Types of Google Ads Campaign
& their Best Practices
5. App Ad campaigns - increase your app installs
Best practices of Google App ad campaigns
Give Google time to optimize your ads
Upload diverse assets
Optimizing Ad Copy
The Expanded Text Ad
Character Limits
Headline 1: 30
Headline 2: 30
Headline 3: 30
Description 1: 90
Description 2: 90
Path 1: 15
Path 2: 15
Optimizing Ad Copy
Ad Extensions
Sitelink - Link customers directly to areas of
your website
Callout - Text based links to highlight benefits
Location - Encourages people to visit a brick
and mortar business
Call - Allows people to call directly from your ad
Price - Shows the price of products or services
Promotion Extensions - Highlight promotions
on your site.
7 Surprising Lesson Learned
It’s tricky to find the right keywords
You need way more keywords than you think
you do
The headlines are the hardest part
Writing ad copy is a kind of puzzle
There is no perfect match type
You have to take proactive cost-saving measures
Wow, I actually did this right??
