This Google Ads tutorial (formerly Google AdWords) talks about what Google Ads actually is, the various formats it provides, where Google shows your ads, how you can create an advertisement through Google Ads, the important metrics you need to track and how you can optimize your ads to ensure they accomplish your marketing goals. This Google Ads tutorial is designed for beginners who want to get started with advertising through Google Ads which is a PPC (Pay-Per-Click) platform. It goes into the details of the many ways Google offers to show your ads, the ease with which you can set up an advertisement and the various ways you can optimize your advertisements so that you can give yourself an upper hand over your competition and so much more. Now, let’s get started with understanding how you can make proper use of Google Ads. The below topics are explained in this Google Ads tutorial: 1) What are Google Ads? 2) What are the various formats in Google Ads? 3) Where is Google showing your ads? 4) How can you create a Google ad? 5) Important metrics to track 6) Optimizing your advertisements Why learn Digital Marketing? Businesses and recruiters prefer marketing professionals with genuine knowledge, skills, and experience verified by a certification that is accepted across industries. Continuous learning for any working professional is not only important for keeping themselves up to date with the current market trends, but it also helps them expand their array of skill set and become more flexible in the workplace. What skills will you learn from this Digital Marketing course? This course will enable you to: 1. Gain an in-depth understanding of the various digital marketing disciplines: search engine optimization (SEO), social media marketing, pay-per-click (PPC), website conversion rate optimization, web analytics, content marketing, mobile marketing, email marketing, programmatic buying, marketing automation, and digital marketing strategy 2. Master digital marketing execution tools: Google Analytics, Google Ads, Facebook Marketing, Twitter Advertising, and YouTube Marketing 3. Become a virtual digital marketing manager for an e-commerce company with Mimic Pro simulations included in our course. Practice SEO, SEM, Website Conversion Rate Optimization, email marketing and more. 4. Gain real-life experience by completing projects using Google Analytics, Google Ads, Facebook Marketing, and YouTube Marketing 5 Create the right marketing messages tailored to the right audiences Learn more at https://www.simplilearn.com/digital-marketing/digital-marketing-certified-associate-training

1. When you’re setting up your brand, and you need the make sure it reaches the right audience and provides
the best results…

2. When you’re setting up your brand, and you need the make sure it reaches the right audience and provides
the best results…

3. There’s only one place you can turn to…

4. One ofThe largest online advertising platforms…

5. How to advertise on Google?

7. What are Google Ads?

8. What are Google Ads?
Launched in October 23rd 2000, Google
Ads has grown at a rapid pace and has
become one of Google’s main sources of
revenue

9. What are Google Ads?
Google Ads provides services that fall
under the category of PPC (Pay-Per-
Click)
PPC is a business model where
companies place their
advertisements on a website and
pay when users click on their
advertisements

10. What are Google Ads?
Google Ads
An online advertising platform developed by Google, with which advertisers can
pay to display advertisements, service offerings, video content, and generate
mobile application installs

11. What are Google Ads?
Increased brand awareness Retargeting website users
Google Ads provides an effective
way to tell people about your
brand. Google research indicates
increased top-of-mind awareness
Using display network ads and RLSA
(Retargeting Lists for Search Ads)
ensures you can target website
visitors and not people who have
already converted
Increase visibility to high
quality audience
Google Ads advertises your
product or service to the relevant
audience to ensure the users
perform the action required of them

12. What are Google Ads?
Increased brand awareness
Google Ads provides an effective
way to tell people about your
brand. Google research indicates
increased top-of-mind awareness
Retargeting website users
Using display network ads and RLSA
(Retargeting Lists for Search Ads)
ensures you can target website
visitors and not people who have
already converted
Increase visibility to high
quality audience
Google Ads advertises your
product or service to the relevant
audience to ensure the users
perform the action required of them

13. What are Google Ads?
Increased brand awareness
Google Ads provides an effective
way to tell people about your
brand. Google research indicates
increased top-of-mind awareness
Retargeting website users
Using display network ads and RLSA
(Retargeting Lists for Search Ads)
ensures you can target website
visitors and not people who have
already converted
Top-of-mind awareness refers to a
brand or product being the first one
that comes to a customers’ mind
when thinking about a particular
industry or category
Increase visibility to high
quality audience
Google Ads advertises your
product or service to the relevant
audience to ensure the users
perform the action required of them

14. What are Google Ads?
Retargeting website users
Using display network ads and RLSA
(Retargeting Lists for Search Ads)
ensures you can target website
visitors and not people who have
already convertedIncreased brand awareness
Google Ads provides an effective
way to tell people about your
brand. Google research indicates
increased top-of-mind awareness
Increase visibility to high
quality audience
Google Ads advertises your
product or service to the relevant
audience to ensure the users
perform the action required of them

15. What are Google Ads?
Measuring your performance
With Google Ads, you can determine:
who clicked on your ads, traffic that
came to your website, how many
leads were created and so much
more
High Flexibility
Google Ads has a number of options
to customize your ads and
campaigns to target the audience
you want to reach (specifying
keywords, narrowing audiences, etc.)
Increased intelligence
Strategies like ECPC will enable
bids for advertisements to be
adjusted based on previous
conversion data and other
information like device, model,
browser, etc.

16. What are Google Ads?
Measuring your performance
With Google Ads, you can determine:
who clicked on your ads, traffic that
came to your website, how many
leads were created and so much
more High Flexibility
Google Ads has a number of options
to customize your ads and
campaigns to target the audience
you want to reach (specifying
keywords, narrowing audiences, etc.)
Increase visibility to high
quality audience
Strategies like ECPC will enable
bids for advertisements to be
adjusted based on previous
conversion data and other
information like device, model,
browser, etc.

17. What are Google Ads?
High Flexibility
Google Ads has a number of options
to customize your ads and
campaigns to target the audience
you want to reach (specifying
keywords, narrowing audiences, etc.)Measuring your performance
With Google Ads, you can determine:
who clicked on your ads, traffic that
came to your website, how many
leads were created and so much
more
Increase visibility to high
quality audience
Strategies like ECPC will enable
bids for advertisements to be
adjusted based on previous
conversion data and other
information like device, model,
browser, etc.

18. What are Google Ads?
Google Ads also helps with SEO
It can help your website reach a
higher spot in Google’s SERP as
the initial traffic will give you a push
and help you rank organically

19. What are Google Ads?
Google Ads also helps with SEO
It can help your website reach a
higher spot in Google’s SERP as
the initial traffic will give you a push
and help you rank organically
Search Engine Results Page are the
pages that are displayed by search
engines in response to a search

20. What are the various formats in Google Ads?

21. What are the various formats in Google Ads?
Text Ads
These ads only have text.
They’re usually found on Google’s
SERP

22. These ads adjust their size,
appearance and format
depending on the space available
They can be text or image ads
Responsive display Ads
What are the various formats in Google Ads?

23. These ads use static or interactive
images. They can also be of .gif
and flash format
Image Ads
What are the various formats in Google Ads?
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24. App promotion Ads
These ads are used to drive app
downloads and engagement
What are the various formats in Google Ads?

25. These ads can be run stand-alone
or inserted into other streaming
video content
Video Ads
What are the various formats in Google Ads?

26. Product shopping Ads
These ads shows product
details like: title, price, store
name and so on
What are the various formats in Google Ads?
$ 25 $ 30 $ 45 $ 40
amazon.com amazon.com amazon.com amazon.com

27. Showcase shopping Ads
These ads have an image and a
description that expand when clicked,
providing information about other
products and store information
What are the various formats in Google Ads?

28. These ads enable users to connect with
your business directly using the phone
number provided
Call-only Ads
What are the various formats in Google Ads?

29. Where is Google showing your ads?

30. Where is Google showing your ads?
Where is Google showing
your advertisements?
Search Network Display Network

31. Where is Google showing your ads?
Where is Google showing
your advertisements?
Display NetworkSearch Network

32. Search Network
Where is Google showing your ads?
Where is Google showing
your advertisements?
Display Network
These are a group of websites and apps
where your ads can appear. Your ad shows
on top or bottom of search results when
someone searches with terms related to one
of your keywords

33. Search Network
Where is Google showing your ads?
Where is Google showing
your advertisements?
Display Network
Next, let’s have a look at the
different types of Search
Networks

34. Where is Google showing your ads?
Where is Google showing
your advertisements?
Search Network Display Network
Google search sites Google search partners

35. Where is Google showing your ads?
Where is Google showing
your advertisements?
Search Network Display Network
Google search partnersGoogle search sites

36. Google search sites
Where is Google showing your ads?
Where is Google showing
your advertisements?
Search Network Display Network
Google search partners
These ads appear below or above the search
results on Google Search. They can be
shown in Google Play, Shopping, Maps and
other Google applications

37. Google search sites
Where is Google showing your ads?
Where is Google showing
your advertisements?
Search Network Display Network
Google search partners
For example:

38. Google search sites
Where is Google showing your ads?
Where is Google showing
your advertisements?
Search Network Display Network
Google search partners

39. Google search sites
Where is Google showing your ads?
Where is Google showing
your advertisements?
Search Network Display Network
Google search partners
These are sites in the search
network that have partnered up
with Google to show ads

40. Google search sites
Where is Google showing your ads?
Where is Google showing
your advertisements?
Search Network Display Network
Google search partners
On search partner sites, your
ads can be found on search
result pages, other pages related
to a person’s search and so on

41. Google search sites
Where is Google showing your ads?
Where is Google showing
your advertisements?
Search Network Display Network
Google search partners
Let’s now look at where else
Google shows your ads

42. Google search sites
Where is Google showing your ads?
Where is Google showing
your advertisements?
Search Network
Google search partners
Display Network

43. Display Network
Google search sites
Where is Google showing your ads?
Where is Google showing
your advertisements?
Search Network
Google search partners
These ads can be found on websites while
you peruse the content you want, unlike the
advertisements you can see after a search
Advertisement

44. Display Network
Google search sites
Where is Google showing your ads?
Where is Google showing
your advertisements?
Search Network
Google search partners
Some of the advantages of
Display Network are:
Advertisement

45. Display Network
Google search sites
Where is Google showing your ads?
Where is Google showing
your advertisements?
Search Network
Google search partners
1) Grabbing the attention of
potential customers

46. Display Network
Google search sites
Where is Google showing your ads?
Where is Google showing
your advertisements?
Search Network
Google search partners
Putting your advertisements in front of
people early on in the buying cycle can
have an immense positive effect

47. Display Network
Google search sites
Where is Google showing your ads?
Where is Google showing
your advertisements?
Search Network
Google search partners
2) Retargeting potential
customers

48. Display Network
Google search sites
Where is Google showing your ads?
Where is Google showing
your advertisements?
Search Network
Google search partners
It can also be used to remarket your
product to the people who had previously
visited your app or site

49. Display Network
Google search sites
Where is Google showing your ads?
Where is Google showing
your advertisements?
Search Network
Google search partners
3) Take advantage of
Analytics

50. Display Network
Google search sites
Where is Google showing your ads?
Where is Google showing
your advertisements?
Search Network
Google search partners
With Google Analytics, you can determine
how well you’re reaching your goals, which
websites are running your ads, which ads
are bringing in the clicks and which site
gives you maximum value for the minimum
cost

51. How can you create a Google Ad?

52. How can you create a Google ad?
Step 1: Selecting your goal and campaign
Google provides a number of predefined set of options you can choose from
depending on the goal you want to accomplish for your business. However, you can
have only one goal for each campaign
Sales Website traffic Product &
brand consideration
Brand awareness
and reach
App promotion
Leads

53. How can you create a Google ad?
Step 2: Setting up ad groups

54. How can you create a Google ad?
Step 3: Create ads

55. Important metrics to track

56. Important metrics to track
Impressions Cost Clicks Average CPC
Conversions Cost per Conversion CTR Quality Score

57. Important metrics to track
Impressions Cost Clicks Average CPC
Conversions Cost per Conversion CTR Quality Score
Impressions are the number of times
your ad is shown on a search result
page via Google or the Google Network

58. Important metrics to track
Impressions Cost Clicks Average CPC
Conversions Cost per Conversion CTR Quality Score

59. Important metrics to track
Impressions Cost Clicks Average CPC
Conversions Cost per Conversion CTR Quality Score
The cost refers to the amount of money
you have spent on your campaign

60. Important metrics to track
Impressions Cost Clicks Average CPC
Conversions Cost per Conversion CTR Quality Score

61. Important metrics to track
Impressions Cost Clicks Average CPC
Conversions Cost per Conversion CTR Quality Score
Clicks refers to the number of times
a person clicks on your
advertisement

62. Important metrics to track
Impressions Cost Clicks Average CPC
Conversions Cost per Conversion CTR Quality Score

63. Important metrics to track
Impressions Cost Clicks Average CPC
Conversions Cost per Conversion CTR Quality Score
Cost
Per Click =
Cost
Number of Clicks

64. Important metrics to track
Impressions Cost Clicks Average CPC
Conversions Cost per Conversion CTR Quality Score

65. Important metrics to track
Impressions Cost Clicks Average CPC
Conversions Cost per Conversion CTR Quality Score
Conversions are added when a user
clicks on your ad and performs an
action that you’ve defined as a
goal(signing up to the website,
buying a product, etc.)

66. Important metrics to track
Impressions Cost Clicks Average CPC
Conversions Cost per Conversion CTR Quality Score

67. Important metrics to track
Impressions Cost Clicks Average CPC
Conversions Cost per Conversion CTR Quality Score
CPC refers to the average amount
charged for a conversion from your
campaign
CPC =
Cost
Total number of
conversions

68. Important metrics to track
Impressions Cost Clicks Average CPC
Conversions Cost per Conversion CTR Quality Score

69. Important metrics to track
Impressions Cost Clicks Average CPC
Conversions Cost per Conversion CTR Quality Score
It is the ratio of how often they click
the ad to how often people see your
ad
CTR =
Total number of clicks
Total number of
impressions

70. Important metrics to track
Impressions Cost Clicks Average CPC
Conversions Cost per Conversion CTR Quality Score

71. Important metrics to track
Impressions Cost Clicks Average CPC
Conversions Cost per Conversion CTR Quality Score
Google’s rating of the quality of your
ads, keywords and landing pages

72. Optimizing your advertisements

73. Optimizing your advertisements
Add call, review or price
extensions on your ads to
increase click-through rates
Introduce a sense of urgency in your
ad copies to persuade users to act
quickly
Perform ad split-testing to
determine which ad variation
works best for you
Use a call-to-action in your ads to
encourage your audience to perform
a particular action

74. Optimizing your advertisements
Optimize for local searches if you
have a physical location. Use
extensions to display your location
on a map thumbnail
Make sure your ads are placed
on the top of the page, to
ensure it works at maximum
efficiency
Make sure you’re advertising
at a time when your target
audience is online
Ensure some of your ads
capitalize on festivals, national
holidays and other occasions

75. Optimizing your advertisements
Use the accelerated delivery method
if it’s important for your ads to show at
a specified time, at the cost of using
up your daily budget at a quicker rate
Perform extensive keyword
research before setting up
your ad
Use negative keywords to ensure
your ads aren’t shown to anyone
searching for those irrelevant
keywords
Use dynamic keyword insertion
for better message match,
increased CTR and improved
quality score

76. Optimizing your advertisements
Use branded keywords to
attract leads and increase
CTR rates
Use broad matching, phrase
match and exact match to control
which searches on Google can
trigger your ads
Make sure your quality score
remains between
7-10. Google will reward you with
higher ad ranking and lower CPC
Ensure your landing pages are
mobile optimized

77. Optimizing your advertisements
Group and organize your keywords
to create ad groups with better
quality score, relevant text ads and
more effective landing pages
Structure your campaigns and
ad groups to target your ads
more effectively
Focus your budget on
keywords that are converting,
rather than the ones that aren’t
Use automatic bidding in for
ads to maximize results

78. Optimizing your advertisements
Group and organize your keywords
to create ad groups with better
quality score, relevant text ads and
more effective landing pages
Structure your campaigns and
ad groups to target your ads
more effectively
Focus your budget on
keywords that are converting,
rather than the ones that aren’t
Use automatic bidding in for
ads to maximize results