Table of Contents Get to know Google Ads Every second, people turn to Google for the information they need to get things done Google Ads is a digital advertising solution that helps you reach this audience and transform them into valuable customers In this module, you’ll learn how Google Ads can help you get in front of people when they're searching for what you offer 1.1 Why Google Ads? With Google Ads, you get access to a broad range of advertising products designed to help you reach customers in the moments that matter Stay focused on growing your business while Google's smart technology does the heavy lifting to drive better results from your advertising 1.2 Advance your business goals Your advertising campaigns should center around the objectives you have for your business Take a look at how Google Ads can fuel your business goals Drive sales Get leads Increase website visits • • • Grow online, in-app, in-person, and over-the-phone sales Boost conversions by encouraging people to take action Get the right people to visit your website Influence consideration Build awareness Promote your app • • • Encourage people to explore your products and services Reach a broad audience and maximize exposure Increase installs and interactions with your app 1.3 Get the benefits of Google Ads To help you grow your business, Google Ads is built around three principles: relevance, control, and results Relevance Google Ads helps you connect with the right people, at the right time, with the right message Your ads can appear on Google Search, YouTube, and more, just when someone is looking for products or services like yours You can also customize options, such as keywords and location, to get in front of the most relevant customers Control Google Ads gives 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 auction 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 Results Pay only for results, like clicks to your website or calls to your business Our measurement tools make it easy to see how your site, apps, and ads are performing Plus, smart technology lets you create, manage, and optimize your campaigns so you can get the most out of your investment 1.4 Knowledge check You’re a brand manager with an eCommerce retail company You’re looking to advertise online and measure the volume of sales coming from your digital campaigns Which of the following benefits of Google Ads could help you accomplish your goal? Select the best answer Control: Choose how much to spend each day and in every ad auction Results: Use Google Ads’ measurement tools to understand how your campaigns are performing Relevance: Connect with the right customers at the right times, like when someone is searching for your products Customization: Customize your advertising options with keyword, location, and demographic targeting 2 Support your business goals with Google Ads With Google Ads, you can connect with people finding answers on Search, watching videos on YouTube, discovering apps on Google Play, and more You choose where customers might see your ads when you select your campaign type In this module, you’ll learn how to use Google Ads campaigns to achieve your business objectives 2.1 Google Ads campaign types Advertising with Google Ads starts with creating a campaign based on your business objectives Each campaign type determines where your ads appear and the format in which those ads are displayed Look at how different campaign types — Search, Display, Video, Shopping, and App — can support your business objectives 2.1.1 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 2.1.2 Display Google Display ads can appear across a network of more than two 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 2.1.3 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 on YouTube and across Google’s network of websites and apps Only pay when people choose to watch your ad Video campaigns help you bring your business’s story to life They engage customers in different ways, like showing ads before their favorite music video or while they're researching an upcoming purchase 2.1.4 Shopping Shopping ads appear on Google Shopping 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 even 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 2.1.5 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 customers find you With an App campaign, you can increase engagement, app installs, and even in-app actions, like signing up for a newsletter or ordering a product 2.2 Drive efficiency with Smart campaigns Looking for an automated solution for small businesses? Smart campaigns are here to help! Just choose your business goals and let machine learning deliver results through Google’s Search, Display, and Maps networks Smart campaigns are 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 on what’s most important — running your business 2.3 QUIZ Advertising with Google Ads starts with creating campaigns based on your business objectives Which campaign type would you pick for each of the following scenarios? Match each item with the correct answer These ads show up next to Google search results and on other Google partner sites, like YouTube, when people search for products or services you offer Search These ads appear on their own or within other streaming video content on YouTube and across the Google Display Network Video These ads promote your products by giving users detailed information about what you're selling They appear on Google Shopping and next to search results Shopping These ads drive engagement, app installs, and in-app purchases They appear across the Google Search and Display Networks, as well as on Google Play and YouTube App Explore the Google Search Value of ... ads when you select your campaign type In this module, you’ll learn how to use Google Ads campaigns to achieve your business objectives 2.1 Google Ads campaign types Advertising with Google Ads. .. app 1.3 Get the benefits of Google Ads To help you grow your business, Google Ads is built around three principles: relevance, control, and results Relevance Google Ads helps you connect with... Support your business goals with Google Ads With Google Ads, you can connect with people finding answers on Search, watching videos on YouTube, discovering apps on Google Play, and more You choose