Digital Marketing
Chapter 17: Advanced Google Ads
1
By: Tadesse Kebede
February, 2025
TABLE OF CONTENT
Creating Google Display
01 Introduction of Advanced google 07 Campaign Ad Part 3 -
Ads and the best practices
Targeting
Different Type of Advaced Google
02 09 Creating Google Display
Ads that professional digital
Campaign Ad Part 4 - Ads
Marketers use and Their application
and Extensions
03 The structure of a campaign in Digging Deeper - Creating
Google Ads
10
Google Search Campaign Ad
04 Creating Google Display
11 The structure of a campaign
Campaign Ad Part 1 - Campaign
in Google Ads
Settings
06
Creating Google Display 12 Google Ads Strategy _ policy
Campaign Ad Part 2 -
Budget and Bidding Creating Google Ads - Video
13
Campaign
Introduction of Advanced google Ads and the best
practices
Introduction of Advanced google Ads and the best
practices
Introduction of Advanced google Ads and the best
practices
Introduction of Advanced google Ads and the best
practices
1. Avoid broad keyword terms.
You really need to nail it when it comes to your keywords, which is why
testing and tweaking should be a part of your strategy. If your keywords
are too broad, Google will be placing your ad in front of the wrong
audience which means fewer clicks and a higher ad spend.
2. Don’t run irrelevant ads.
If your ad doesn’t match the searcher’s intent, you won’t get enough clicks
to justify your ad spend. Your headline and ad copy need to match the
keywords you’re biding on, and the solution your ad is marketing needs
top solve whatever pain point that searcher is experiencing.
Introduction of Advanced google Ads and the best
practices
3. Improve your Quality Score(QS).
Your Quality Score(QS) is how Google determines how your ad should
rank. The higher your rank, the better your placements. If your quality
score is low, you’ll have fewer eyeballs on your ad and fewer chances to
convert. Google will tell you your Quality Score, but improving it is up to
you.
4. Optimize your ad landing page.
Your efforts shouldn't stop with your ad-the user experience after a click
is equally important. What does your user see once they click your ad? Is
your landing page optimized for conversions, meaning does it use the
same keywords? Does the page solve your user’s pain point or answer
their questions? Your should experience a seamless transition through to
the conversion.
Different Type of Advaced Google Ads that professional
digital Marketers use and Their application
How Google Ads Work?
Google Ads displays your ad to potential leads or customers who are
interested in your product or service.
Advertisers bid on search terms, or keywords, and the winners of that bid
are placed at the top of search results pages, on YouTube videos, or on
relevant websites, depending on the type of ad campaign selected.
AdRank and Quality Score
AdRank determines the placement of your ads, and Quality Score is one
the two factors(the other being bid amount) that determines your AdRank.
Rememeber, your Quality Score is based on the quality and relevance of
your ad, and Google measures that buy how many people click on your ad
when it’s displayed ---i.e. your CTR.
Different Type of Advaced Google Ads that professional
digital Marketers use and Their application
How Google Ads Work?
You CTR depends on the how well your ad matches searcher intent, which
you can deduce from three areas:
1. The relevance of your keywords
2. If your ad copy and CTA deliver what the searchers expects based on
their search
The user experience of your landing page.
Your QS is where you should focus most of your attention when you first
set up your Google Ad campaign –even before you increase your bid
amount. The higher your QS, the lower your acquisition costs will be and
the better placement you’ll get.
Different Type of Advaced Google Ads that professional
digital Marketers use and Their application
How Does Google Ads Work?
Location
When you first set up your Google Ad, you’ll select a geographical area
where your ad will be show. If you have storefront, this should be in a
reasonable radius around your physical location. If you have an
ecommerce store and a physical product, your location should be sent in
the places where you ship. If you provide a service or product that is
accessible worldwide, then the sky’s the limit.
Your location settings will play a role in placement. For instance, if you
own a yoga studio in San Francisco, someone in New York that enters
“yoga studio” will not see your result, no matter your AdRank. That’s
because Google’s main objective is to display the most relevant results to
searchers, even when you’re paying.
Different Type of Advaced Google Ads that professional
digital Marketers use and Their application
How Does Google Ads Work?
Keywords
This is just as important for paid ads as it is for organic search. Your
keywords need to match searcher intent as much as possible. That’s
because Google matches your ad with search queries based on the
keywords you selected.
Each ad group that you create within your campaign will target a small set
of keywords (one to five keywords is optimal) and Google will display your
ad based on those selections.
Different Type of Advaced Google Ads that professional
digital Marketers use and Their application
How Google Ads Work
Match Types
Match Types give you a little wiggle room when it comes to your keyword
selections – they tell Google whether you want to match a search query
exactly or if your ad should be shown to anyone with a search query that’s
semi-related.
There are four match types to choose from:
Broad Match is the default setting that uses any word within your keyword
phrase in any order. For example, “goat yoga in Oakland” will match “oat
yoga” or “yoga Oakland.”
Modified Broad Match allows you to lock in certain words within a
keyword phrase by denoting them with a “+£ sign.
Your matches willinclude that locked-in word at the very least. For
example, “+goats yoga in Oakland” could yield “goats,” “goats like food,” or
“goats and yoga.”
Different Type of Advaced Google Ads that professional
digital Marketers use and Their application
How Google Ads Work
Match Types
Phrase Match will match with queries that include your keyword phrase in
the exact order but may include additional words before or after it. For
example, “goat yoga” can yield “spotted goat yoga” or “goat yoga with
puppies.”
Exact Match maintains your keyword phrase as it is written in the exac
order. For example, “goat yoga” will not show up if someone types “goats
yoga” or “goat yoga class.”
Different Type of Advaced Google Ads that professional
digital Marketers use and Their application
How Google Ads Work
If you’re just staring out and don’t know exactly how your persona will be
searching, move from a broad match to a more narrow approach so you
can test which queries yield the best results. However, since your ad will
be ranking for many queries(some unrelated) you should keep a close eye
on your ads and modify them as you can gain new information.
Different Type of Advaced Google Ads that professional
digital Marketers use and Their application
How Google Ads Work
Different Type of Advaced Google Ads that professional
digital Marketers use and Their application
How Google Ads Work
Different Type of Advaced Google Ads that professional
digital Marketers use and Their application
How Google Ads Work
Call Extensions
Different Type of Advaced Google Ads that professional
digital Marketers use and Their application
How Google Ads Work
Location Extensions
Different Type of Advaced Google Ads that professional
digital Marketers use and Their application
How Google Ads Work
Offer Extensions
Different Type of Advaced Google Ads that professional
digital Marketers use and Their application
How Google Ads Work
App Extensions
Thank You!
FOR YOUR NICE ATTENTION
January 2025