Google Ads has a bit of jargon you need to understand before you get started in the platform.
There are 3 levels within the google ads platform:
You can nest a few ads into an ad group, a few ad groups into a campaign, and a large amount of campaigns in your account.
There are 2 different networks you can display your ads on.
1. Search: the search network displays ads in and amongst search results on Google. They match the ad results to the keywords people search for, and display relevant ads in the results, along with the organic results
You’d want to use the search network to target customers who are searching for your type of content
2. Display: the display network serves text and visual ads (think videos, images, etc) across a variety of partner sites. These ads are not connected to the user’s searches
You’d want to use the display network when you are trying to build awareness for your brand/company.
You can read more about the Google Network here.
Google gives you 5 different campaign types you can choose from…
Each of your campaigns serve different goals, so make sure the ads you are creating fit within the overall goals of the campaign they fall under. You can read more about the different campaign types here.
In some cases, you will have to set target keywords for your ads. In order to optimize your budget, you want to make sure your ads are only showing up for keywords that actually relate to your product. Modifying your keywords helps you achieve this by limiting when your ads show up for a specific keyword.
You can modify your keyword matching a couple different ways…
You can read more about keyword match types here.
Whenever someone completes a search, Google runs a mini auction to see which of the millions of possible ad options gets displayed. The winner is decided based off the ads components(relevance, readability, etc.…) as well as the bidding strategy and maximum price per ad set for that specific ad.
When you create your campaigns, you will have to set you budget amounts and bidding strategy.
There are a few different bidding strategies you can choose…
You can read more about the different bidding strategies here.
Now that you know the basics, let’s jump into setting up your account.