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Google ads certification assessment Summary, Papers of Advanced Education

University of Michigan (UM) - DearbornAdvanced Education

An overview of the Google Ads Certification Assessment, including ad format options, core components of smart display campaigns, bidding strategies, ad formats, audience targeting, and campaign types. It also covers the benefits of automated bidding, forecasting campaign performance, and using performance planner. useful for students studying digital marketing, advertising, and business.

Typology: Papers

2022/2023

Available from 06/25/2023

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Google ads certification assessment
2 ad format options
Efficiency
Control
3 core components of smart display campaigns
utomated bidding
Automated targeting
Automated creatives
3 principles google ads is built around
Relevance
Control
Results
4 main bidding strategies to choose from
Enhanced cpc
Maximize conversions
Target roas
Ad formats
Ad formats
-there are two main types of ad formats you can leverage for your display campaign:
—responsive display ads: greater efficiency and scale
—uploaded ads (image &amphtml): greater control
Affinity audiences
With affinity audiences, you can reach tv-like audiences based on a holistic picture of their
lifestyles, interests, and passions. Choose form on\ver 100 segments based on online behavior
googles; best in class algorithm distinguishes these users that are truly passionate about a topic
rather than those who are merely interested
Amphtml ads
-enable marketers, publishers, and technology providers to deliver faster, and more secure ad
experiences across all platforms by applying the principles of amp to building and serving ads.
Key benefits:
-faster ads drive better performance: amphtml ads are 6x faster than regular ads on amp pages,
making them viewable, more effective, and more likely to perform well
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Google ads certification assessment

2 ad format options Efficiency Control 3 core components of smart display campaigns utomated bidding Automated targeting Automated creatives 3 principles google ads is built around Relevance Control Results 4 main bidding strategies to choose from Enhanced cpc Maximize conversions Target roas Ad formats Ad formats

  • there are two main types of ad formats you can leverage for your display campaign: —responsive display ads: greater efficiency and scale —uploaded ads (image &amphtml): greater control Affinity audiences With affinity audiences, you can reach tv-like audiences based on a holistic picture of their lifestyles, interests, and passions. Choose form on\ver 100 segments based on online behavior googles; best in class algorithm distinguishes these users that are truly passionate about a topic rather than those who are merely interested Amphtml ads
  • enable marketers, publishers, and technology providers to deliver faster, and more secure ad experiences across all platforms by applying the principles of amp to building and serving ads. Key benefits:
  • faster ads drive better performance: amphtml ads are 6x faster than regular ads on amp pages, making them viewable, more effective, and more likely to perform well
  • lighter ads can lead to better ad experiences: amphtml ads are 3x lighter in load and rendering than regular ads which may result in users having a more positive experience with your brand.
  • safer ads build trust in your brand: amphtml ads need validation before they're served, reducing the risk of malware and building trust in the brands users are engaging with. App After a simple setup process, app campaigns run ads across google's largest properties, including search, play, and youtube, as well as thousands of mobile sites and apps. Your ads and bids are automatically adjusted to get the most downloads. Just add a few lines of text, a bid, and some assets, and the rest is optimized to help customer find you. Auction-time bidding Our bidding algorithms tailor bids to each users unique context, using relevant signals present at auction time. This is a unique capability in the market, as it allows for bid differentiation, with a high degree of precision based on the conversion opportunity of each auction. Automated bidding Bidding is a key success factor for online marketing, and the bid strategy you choose directly influences how your campaigns perform and how visible your ads are in the unique moments that are important to your business. Google ads offers several bid strategies that are tailored to your marketing goals and different types of campaigns. Depending on your focus, you can determine which strategy is best for you. Awareness-based bidding strategies: You should choose this bid strategy if you want to make sure that your ad is visible for certain queries and even at certain locations on the page. Goal:
  • visibility Bid strategies to choose from:
  • target impression share: this helps make sure your ads are meeting a specific impression share threshold for a specific location on the search results page: anywhere, top of page, or absolute top of page Use case:
  • this is for raising awareness of your brand and campaigns that include brand terms Benefits of automated bidding Machine learning Auction time bidding

Bid strategies to choose from:

  • maximize clicks: set bids to try to get you as many clicks as possible within a target seen amount that you choose Use case:
  • budget-constrained campaigns focused on driving clicks
  • drive more click volume
  • maximize traffic when extra budget is received
  • upper funnel keywords that have high assist value in conversion Control Google ads give you complete control over your budget. You choose how much to spend per month, per day, and per ad. Based on your settings, google ads uses a lightning-fast action to determine which ad to show. If you want to change your strategy, you can easily adjust your ad, modify your budget, or pause and restart a campaign. Control Uploaded ads, for whenever you have exact requirements for your ad, it will limit your reach however, because uploaded ads don't have the same level of access to inventory Conversion-focused bidding strategies
  • choose one of these bid strategies if you're tracking actions post-click, valuing conversions equally, and looking to maximize the number of conversions. Goal:
  • conversions Bid strategies to choose from:
  • maximize conversions: drive as much conversion volume as possible within your budget. You don't need to provide a specific cost per click, cost per acquisition (cpa), or return on ad spend (roas) target
  • target cost-per acquisition (tcpa): this strategy automatically sets bids to help you increase conversions while reaching your average cost-per acquisition goal.
  • enhanced cost-per-click (ecpc): this strategy automatically adjusts your manual bid up or down based on each click's likelihood to result in a conversion Custom affinity audiences
  • if one of the 100+ off the shelf affinity audiences doesn't meet your needs, create your own with custom affinity audiences. This feature allows you to define and target custom-made audiences, giving you substantive reach against niche groups of users. For example, hiroko wants to find

people interested in outdoor activities such as bicycling, rather than general health and fitness buffs Custom intent audiences

  • defines and reaches people that have the intent to purchase, updated in real-time. Simply enter keywords or urls that best represent your audience or choose from one of our auto-created audiences Demographic targeting Demographic targeting enables you to show ads to users based on a combination of declared and inferred data. You can target based on age, gender, and parental status. Device targeting Reach your customers on any device, including desktops, tablets and smartphones Discovery You can easily engage customers across googles most popular properties with a variety of rich, unique ad formats. Reach your users across the youtube home feed, gmail, and googles discover feed Display Can appear across a network of more than 2 million sites and apps, reaching 90% of people on the internet. Your ads get matched to content related to your business or to your customers' interests. Use a display campaign to increase exposure and reach audiences with specific interests across the web. Drive action
  • when you want to re-engage with users that have already shown interest in your brand, we recommend selecting drive action as your display campaign marketing objective Dynamic re-marketing
  • work to boost your results with dynamic remarking which takes remarking to the next level with ads that include products or services that people viewed on your webstiel create dynamically generated displays ads with product data pulled from a pre uploaded feed. You can achieve great performance showing to users products they have seen on your website, with low effort in campaign, ads and remarking lists creation Efficiency Responsive display ads, because they automatically adjust to available ad space and run in native and non-native inventory Enhanced cpc

How to use performance planner Learn:

  • create a new budget plan to learn the best bids and budgets for your campaigns to drive incremental conversions Explore:
  • explore further optimizations and forecast how you can grow your business with google ads Do:
  • review and implement changes prescribed by your performance planner plan Repeat:
  • ensure you react to external factors and optimize to the target metrics set. Use performance planner on a monthly basis for best results In-market audiences
  • reach potential customers while they're actively browsing, researching or comparing the types of products you sell and are close to a conversion. Connect with those most interested in what you have to offer, using precise segments that classify users based on their demonstrated in- market behavior and purchase intent. Influence consideration
  • when you want to engage with users that are actively researching products or services, we recommend selecting influence consideration as your display campaign marketing objective. Key benefits of responsive display ads Automation Reach Simplicity Key benefits of smart display campaigns Simplicity Insights Scale Key factors to keep in mind when setting bids Performance Auctions User journey Local

Local campaigns help you drive important offline metrics- like store visits or in-store sales—by advertising on multiple platforms. Let google ads optimize how your ads appear on search, map, display, and youtube to maximize your offline performance Machine learning

  • we use machine learning to fine tune forecasts and achieve a higher level of accuracy Match each auto-bidding strategy to the right campaign goal: Target impression share——visibility Maximize——traffic Target cpa——conversions Target roas——revenue Maximize conversions Drive as much conversion volume as possible within your budget Note on smart display campaigns
  • to be eligible to set up a smart display campaign, you need to have gotten at least 50 conversions on display —or at least 100 conversions on search- in the last 30 days Optimal budgets and bids are crucial to getting the most of your marketing budget
  • heres how performance planner can drive more conversions at different spend scenarios. The additional conversions you can generate at the same spend using performance planner The incremental number of conversions you can achieve and maximum amount you can spend without diminishing returns (maintain your current cpa) The incremental number of conversions you can achieve an maximum amount you can spend at your desired target cpa goal (in order to remain profitable) Additional spend and resulting conversion scenarios at higher target cpa goals (reduce profitability to increase total conversion volume) Performance planner best practice: Use non last click attribution conversions
  • create multiple plans for campaigns that have different marketing objectives
  • use performance targets feature
  • use optimization score in the recommendations page to improve your campaigns

Results Use measurement tools to understand how your campaigns are performing. Plus, smart technology lets you create, manage, and optimize your campaigns so you can get the most out of you investment Revenue-focused bidding strategies

  • choose this bid strategy if you're tracking the revenue or value associated with your conversions and want to maximize it at a specific return on ad spend target. They're a good fit if you're tracking conversion value and have campaigns that have at least 50 conversions in the past 30 days for search and at least 15 conversions in the past 30 days for display. Goal:
  • revenue Bid strategies to choose from:
  • target return on ad spend (target roas): automatically sets bids to help get as much conversion value as possible at the target return on ad spend (roas) you set Use case:
  • if you want to automatically optimize bids to maximize revenue within your target roas Note**** enhanced cpc, target cpa, maximize conversions, and target roas fall specifically under the umbrella of google ads smart bidding. They're conversion based bid strategies that leverage an exclusive set of signals to bid at auction time. Search Search ads appear next to google search results and on other google partner sites, like youtube, when people look for businesses like yours. With a search campaign, you can make sure potential customers notice your brand, consider your products, and take action. Search manual cost-per-click (cpc) or enhanced cpc campaigns
  • recommended average daily budget and campaign bid scaling (1.5 scaling means + 50% bid scaling) Search maximize clicks or maximize conversions campaigns:
  • recommended average daily budget Search target cpa or target return on ad spend (roas) campaigns:
  • recommended average daily budget, campaign level target cpa, or campaign-level target roas Note *** performance planner is a planning tool and does not optimize in the google ads front end toward forecasted kpis. Unpredictable external factors in a dynamic auction environment can

mean performance planner forecasts may have discrepancies, so its important to continually monitor performance and optimize toward performance targets Shopping Shopping ads appear next to search results and near text and responsive ads. Shopping ads promote your products by giving consumers detailed information about what you're selling before they select your ad. Use a shopping campaign to advertise your online and local inventory, boost traffic to your website or local store, and find better-qualified leads. Similar audiences

  • finds users that are similar to an original remarking list or other uploaded compatible list. It finds users that are similar in profile based on their recent browsing and interests around different topics Simulation
  • our forecast engine simulates relevant ad auctions with query level variables, including seasonality, and clickthrough rate, competitors, landing page, and time of day. Smart campaigns The default for advertisers new to google ads. They're a great fit for those who want an easy way to reach relevant customers and drive results but have limited time or experience with managing google ads campaigns. Let our smart technology improve your ads, so you can focus o whats most important—running your business. Smart campaigns may be good if you:
  • are new to display advertising and want a highly performing campaign
  • have limited display advertising to remarking but now want to reach people earlier in the buying process —want to attract additional customers beyond your manually targeted campaigns or simplify your existing campaign structure: Specialized campaign types Local Hotel Discovery Standard display campaign You can manually select your targeting, bidding, and ad formats. Standard re-marketing

Value of google display ads

  • powerful intent signals
  • massive scale
  • measurable performance
  • easy campaign setup Video With video ads, you can reach the right audience at scale and capture their attention. Show your ads on their own or within other streaming video content across youtube and across googles network of websites and apps. Only pay when people choose to watch your ad. Video Ways google ads advances business goals
  • drive sales
  • get leads
  • increase website visits
  • influence consideration
  • build awareness
  • promote your app What changes will performance planner recommended?
  • once you use performance planner to create a plan with the target date, campaigns, budget, target conversion volume, and target cost-per-acquisition (cpa) for upcoming periods, the tool will provide one of the recommendations below. These recommendations are campaign settings forecasted to help drive maximum conversions and the most efficient return your investment for your targeted budget. What is a smart display campaign?
  • smart display campaigns are a campaign type that uses full automation. It bundles together all the pillars of successful display campaigns and accesses the best of google's machine learning capabilities to optimize and automate nearly all aspects of your display campaigns. You provide a few inputs: —what your ads will say —images you want to use —daily budget and cost per acquisition (cpa) performance targets. What is not a component og google ads value prop?
  • performance
  • search
  • machine learning
  • intent

Search What is the main goal of the google ads performance planner tool?

  • it helps you forecast and determine your budgets, while also improving your return on investment Whats the google ads performance planner?
  • performance planner is a new forecasting tool that uses machine learning to reveal the possibilities for your google ads campaigns. With this tool, you can explore forecasts for your upcoming mostly, quarterly, and annual budgets for current campaigns, while also helping to improve your return on investment.
  • performance planner will generate a forecast of what your campaigns will achieve for a future period, if you make no changes to your current campaigns. This forecast is represented by the grey dot. Which of the following is a core benefit of google ads automated bidding?
  • user id based bidding
  • impression share based bidding
  • auction time bidding
  • daily budget pacing
  • auction time bidding Which targeting option is best for achieving brand awareness Affinity Which targeting option is best for influencing consideration Custom intent Which type of re-marketing is better if you don't have a data feed? Standard Why should i use performance planer every month?
  • seasonality, fluctuating auctions, and competitors mean that google ads campaigns should be planned and optimized on at least a monthly basis
  • using performance planner every month lets you optimize your budgets and bids so you can drive more conversions for the same investment Why use performance planner in google ads over traditional forecasting methods?
  • highlights growth opportunities for your google ads always-on campaigns. Having the optimal budgets and bids is crucial to making the most of your marketing budget and growing your business with google ads.