Introduction
Throughout this blog, there had definitely been some re-occurring themes that have been touched on, identified or elaborated on by multiple presenters. This also applies to the Google Ads Search Workshop. ‘Call to Action’, ‘Landing Page’, ‘Return on Ad/Investment’; all of those phrases have been repeatedly used and focused on throughout the duration of this course.
Google Ads also focuses on these elements to create the most relevant, successful and effective Ads and campaigns. The convenient thing about Google Ads, however, is the availability of a plethora of platforms, apps, extensions and search techniques that are available to companies.
Smart Campaigns
When using smart campaigns through Google Ads, one is simply put, choosing a business goal to focus on and using machine learning to deliver the best results possible. This campaign is simple, effective and free for customization. Companies choose, like they have through our other advertising platforms, their content, goal, location, language, budget, etc. However, unique abilities of Google Ads are ad extensions, device targeting, keyword development (broad match, phrase match, etc) to allow the most accurate searcher to see your advertisement.
There are multiple ways to advertise through Google, from Search, Videos, Apps to so much more. Google Search Ads are quickly rising in popularity and seem to offer the most flexibility when it comes to advertising. The control of the ads can be left in the hands of the advertiser, or it can be determined through automation mixing and matching the various headlines and descriptions that were provided to have the most optimal ad.
Ad Auction and Ad Rank
Ad auctions are just that, an advertisement that is pulled by the search due to relevancy with an attached ‘bid’. All ads are then compared and ranked through their quality score. The higher the quality usually means the less you will pay and the better positions an advertiser will get.
To have a quality ad, it must have an expected click through rate that is unique to the advertisers product / service. It must be relevant in terms of copy, it also helps to add negative keywords. Finally it must have an effective landing page that is consistent, transparent and trustworthy. To improve your ad rank, you must first increse your quality score by addressing the above.
Extensions
Search Ad extensions are imporatnt because they are quick results that contribute to the experience of the customer. Extensions contain relevant and useful information that, when used properly, can increase engagement, obtain more qualified leads and produce higher quality ads.
Popular and universal ad extensions mentioned throughout this program were Sitelinks, Callout and Structured Snippet Extensions. All of which increase engagement and seek to obtain a customer whether though more conversions, enhanced features of easy implementation.
Optimization Score
Optimization scores are on a sliding scale from 0% through to 100%. The score are instant, real time estimates that are customized to the advertisers account. The score is also scalable to allow for a more in depth approach to the business strategy.
Your personalized optimization score is determined by using an algorithm on the effectiveness of your campaign. It is then given a score from 0%-100%. However, Google recognizes that feedback is essential for growth and along with providing a score, it also provides recommendations of where the advertiser can make further enhancements to increase their optimization score.
Combine the optimization score with the performance planner and Google Ads becomes an effective, reliable and efficient way to spend the advertising budget. Performance planner is a forecasting tool that uses machine learning to determine optimal bids of the advertiser. It drives incremental conversions, promotes business growth, aids in review and eventual changes all on a monthly basis. This timeline is long enough to gain accurate results while still being short enough to make changes and still be effective.
Conclusion
Now, while I really enjoyed the first few sections of this certificate, it became more and more difficult to relate the content and information just from reading a very basic ‘user guide’. Google Ads has so much to offer and such a wide array of tools for advertisers to use that it can be overwhelming.
After some reflection on my journey through this certificate, I wish that I would have applied examples as I was going. It would have been helpful to understand the interface of Google Ads and exactly how each section related to the actual ad creation, campaign development and settings.
The content was relatively easy to understand, but without prior experience or terminology (as showcased in my previous blogs) I would have been even more confused that I was to start. At times, paragraphs would need to be re-read, lines re-written and topics re-examined in order to fully comprehend – or at least I thought I was fully comprehending the information.
This, however, proved me to be naive to the nature of Google Ads and the variance of their ‘knowledge checks’ to their 50 question test to gain the certificate. The questions in the knowledge checks were applied knowledge and understanding questions that were relatively general in nature and one would say, easy.
The final test to gain the certificate was not. It certainly applied the knowledge but in a way that was more confusing and frustrating than previous questions were. The longer a person let this informaiton sit, the faster it disipated from my mind, resulting in a 65% examination and the requirement to re-take the test in 24 hours to obtain the certifcate.
To say I am disappointed in myself for not getting this the first time is fair. However, it also made me realize that maybe marketing is not my area of expertise. I feel lost in a sea of terms, conversions and excitement and am instead left with dread, concern and confusion. I will continue with the Google Ads Certification though to prove to myself that the content is relevant to my understanding and look forward to being able to hopefully utilize my knowledge (even if it is just as a referral to others).
Thanks for hanging around, I hope you enjoyed as much as I did. Until next time, Adios my friends.
References
Photo by Rajeshwar Bachu on Unsplash
Skillshop. (2019, September 7). Google ads search certification. https://skillshop.exceedlms.com/student/path/18128-google-ads-search-certification
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