Google Ads

4.8 (12 reviews)
How can Google Ads help you advance your business goals?
Click the card to flip 👆
1 / 233
Terms in this set (233)
What can Google Ads do?drive sales, get leads, increase website visits, influence consideration, build awareness, promote your appDifferent campaign typessearch, display, video, shopping, and appGoogle Ads is built around 3 principles:relevance (right people at the right time), control (budget), and results (see & monitor them)How many Google searches per day3.5 millionWhat to think about before setting up a search campagin-Where do you want your ads seen? -How much do you want to invest? -What do you want to share in your ads? -What keywords will match your customer's search terms?The Networks settingindicates where you want your ad to appear, based on the campaign type you select.Bid Strategycontrols the manner in which you pay for users to interact with your adsBudgetthe average amount you're comfortable spending each day on your campaign. The budget you choose is entirely up to you, and you can adjust it at any time.The web traffic marketing goal you get more customers to learn about your new productsThe leads marketing goal you generate leads by gathering contact details through a signup pageThe sales marketing goals you encourage customers to complete a purchaseIt is best to create ad groups aroundthemes or productsBid Amountsthe maximum amount you will pay when a customer clicks on their adAd ExtensionsInclude even more information with your ads, such as location information, links to pages on your website, and your phone number.Ad SchedulingAllows you to choose certain days or hours of the week for your ads to show.Ad DeliveryBy default, Google Ads shows ads when they're more likely to get clicks or conversions (sales), but you can choose to show ads more evenly throughout the day.If Hiroko wants to increase sales of kids' bikes by creating an end-of-the-year sale, what's the best way for her to do this?She can create a new ad group for the end-of-year saleKeyword TargetingMatch your keywords to what your customers may use when looking for your products or servicesfive match type options for your keywordsThey are (from broad to narrow) broad match, modified broad match, phrase match, exact match, and negativeBroad Match (default match type)-To get your ads in front of the widest possible audience and to make sure you do not miss out on any searches -Broad match shows ads if a keyword (or any variations like misspellings, synonyms, or related searches) are included in a user's search termsBroad Match Modifier-To get her ads in front of a wide audience looking to buy a bike, while still narrowing in on people searching for a blue girls' bike, she adds broad match modifiers to her keywords. -Adding a + sign in front of a keyword turns it into a broad match modifier. This prompts your ads to appear only if the keyword or its close variations are in any part of the search terms.A new suitcase company wants to attract customers to their website. In their situation, what are the benefits of using broad match?-They won't have to create an exhaustive keyword list of every type of suitcase they sell -They can reach potential customers that haven't yet heard of their brandPhrase Match-To get her ads in front of only people searching for that bike brand, she adds phrase match to her keywords -Placing quotation marks around the keywords turns them into phrase match. This prompts your ads to appear only if the keywords within the quotation marks or close variations of them match a user's search term -This is different from broad match modifier as there cannot be any extra words between the user's search terms, but similar since extra words can appear before or after the phrase matchExact Match-To use exact match, place brackets around the keywords. This way, your ads will only show if the search means the same thing as your keyword. It may include close variations of your keyword, like misspellings, plurals, and synonyms -This is different from phrase match, as there can't be any extra words before or after the search termsIf your exact match keyword is [running shoes], which searches may prompt your ad to show?running shoe, shoes for running, running sneakers (they need to have the same meaning)Phrase Match is a god fit're looking for something that's more flexible than exact match, but more targeted than broad match. It helps you reach more customers, while still showing your ads to those most likely searching for your product or service.Exact is a good fit's important to you to match with very specific user searches. Exact match keywords allow you to reach only searches that mean the same thing as your keywords.Negative KeywordsAdding a minus sign in front of the keyword scooter makes it a negative keyword (-scooter). This means ads won't show if someone includes that negative keyword in their search.TipThe broader match types (broad and broad match modifier) help you discover terms that you might not be aware of already, whereas exact match is good for those search terms you know your customers will be using when they're searching for a product or service that you want to provide specific messaging for.Dynamic Search AdsDynamic Search Ads can help you increase the reach of your Search campaigns. Instead of creating an ad for each page on your site and adding keywords for each of those ads, Dynamic Search Ads uses Google's understanding of your site to customize and target your adsHow Dynamic Search Ads Work1. You specify the pages of your website, daily budget, and an ad template. 2. The customer enters their search term in Google Search. 3. If you have content relevant to the search, Google dynamically generates an ad headline and destination URL to the best matching page on your site.Landing pages from standard ad groupsThis is the easiest option, as it includes all webpages that you're already using as landing pages for your ads across your accounts.CategoriesBased on your website content, Google creates targetable categories, or sets of landing pages organized by theme. You decide which sets of pages to target, how to group similar pages, and the level of granularity. Example: In an online electronics store, you can target just the "digital camera" category of the store.URL containsYou can target pages of your site containing specific strings. Example: You want to target all the blog-related pages of your electronics website based on the URL string that appears when you navigate the site. If all of those URLs follow a similar pattern, like, you should target every one that contains "blog."URL isYou can target specific URLs. Example: If you want to create a dynamic ad group based on your "special offers" page, you can choose to target just that page.Page feedsGenerate your ad group's DSA targeting based on a feed of specific URLs, mapped to custom labels that can be updated automatically. Example: You want to make a campaign for TVs that are on sale. You'll need to create a feed and label all the TVs being sold at a discount "ON_SALE". In your dynamic ad group, choose to target custom labels, and enter "ON_SALE" as a custom label. You'll also be able to add a custom bid for that target.Key benefits of Dynamic Search Ads-Reach and coverage (capture more searches, match with searches you may have missed and that are highly relevant to your site) -Efficiency and time savings (don't spend time creating endless ads) -transparency and control (via search term report)Incremental Reach"I want to make sure my ads appear for more relevant user searches." Use Dynamic Search Ads as a complement to your existing keyword strategy. This requires little effort and ensures good coverage without complex implementation or campaign management.Long-tail automation"I want my users to find me even on my long-tail products." This is great for you if your website content is large and dynamic, and you fear the risk of missing long-tail traffic with a keyword-targeted, campaign-only strategy.Rapid Expansion"I want to enter new markets quickly." Dynamic Search Ads can help you broaden your current activity to new business areas or countries.What is the key value proposition of Google Search campaigns?Show your ads when a customer is searching for your product or serviceArrange the items below in order of hierarchy, beginning with the top level.Account, Campaign, Ad group, AdWhich two people might see an ad with the keyword +black +shirt (set as broad match modifier)?-Someone searching for the term I want to buy a black shirt -Someone searching for the term black button shirt -NOT Someone searching for the term shirt -NOT Someone searching for the term shirt brownWhich part of a Search ad isn't automatically generated by Dynamic Search Ads?Answer: Description Line -Headline -Destination URLGoogle Ads uses an auction system to...rank the ads that appear on the search results page, and to determine the cost for each ad clickAd RankThe order in which ads appear on the page is based on a calculation calledHow much more does the competition have to pay than the next highest bider?They only have to pay $0.01 more than the amount of the next highest bidderAd rank thresholdTo help ensure high-quality ads, we set minimum quality thresholds that an ad must achieve to show in a particular ad position.Context of queryWith the ad auction, context matters. When calculating Ad Rank, we look at the search terms the person has entered, the person's location at the time of the search, the type of device they're using (e.g., mobile or desktop), the time of the search, the nature of the search terms, other ads and search results that show on the page, and other user signals and attributes.Ad extensions impactWhen you create your ad, you have the option to add extra information to your ad, such as a phone number, or more links to specific pages on your site. These are called ad extensions. Google Ads estimates how extensions and other ad formats you use will impact your ad's performance.Auction-time ad qualityGoogle Ads also looks at how relevant and useful your ad and the website it links to are to the person who'll see it. Quality Score is an aggregated estimate of our assessment of the quality of your ad.The three main factors that determine the quality of an ad-Expected clickthrough rate -Ad landing page experience -Ad relevanceExpected clickthrough rateThis is our prediction of how often an ad will be clicked on when it's shown. Across Google, we rely on user feedback to drive decision making, and user clickthrough rates (CTRs) tell us what users respond to. By allowing users to vote with their clicks, we have millions of people who are helping us to decide which ads are best for each search query.Ad landing page experienceUsers want ad landing pages that help them find what they're looking for. A highly relevant landing page yields a higher score. A high-quality landing page should have appropriate and original content that helps the user complete their task. It should be easily navigable and transparent about the nature of the business, how the site interacts with the user's computer, and how it intends to use their personal information.Ad relevanceAd relevance is a measure of how well an ad matches what the user is searching for, and helps to make sure that only useful ads are shown. It also prevents businesses from simply paying their way onto a search that's unrelated to their product or service.NoteDuring a real-time auction, many additional factors (like the user's device, the user's location, and the time of day) are considered to determine the quality of an ad.Which of the following factors is not considered by Ad Rank in its calculation?Answer: Increasing the conversion rate of your landing pages Not: -Rewriting ads with low CTRs -Context of query -Testing new ad formats and extensionsQuality ScoreQuality Score is an estimate of the quality of your ads, keywords, and landing pages. Higher-quality ads can lead to lower prices and better ad positions. Quality score is composed of expected clickthrough rate, ad relevance, and landing page experience.How you can find your Quality Score in Google AdsYour current Quality Score and its component scores can be seen through four Quality Score status columns in the Google Ads interface: Quality Score, Landing Page Experience, Ad Relevance, and Expected Clickthrough Rate (eCTR). Follow these instructions on how to check the status columns.TipYou should use all relevant ad extensions for your business because the expected impact of ad extensions is factored into Ad Rank. For more details, use this best practices guide: Using Quality Score to Guide Optimizations.Three component of quality score-expected clickthrough rate: The likelihood that the ad will be clicked -ad relevance: How closely the ad matches the intent behind a user's search -landing page experience: How relevant, transparent, and easy-to-navigate the page is for usersTo improve your clickthrough rate, you may want to:-Be specific in your ad: Include keywords in your ad text (especially in the headline) to show people that your ad is directly relevant to their search. -Experiment with different calls to action: Do you offer free shipping or free returns? Call now vs. book now? -Highlight a unique benefit of your product or service: What makes you stand out from the competition? Think about what matters to users (perhaps an exceptional warranty or return policy). -Create time- or location-specific ad text: Test seasonal creative around holidays or special events, or test location-optimized creative.To improve your ad relevance, you may want to:-Add negative keywords: Prevent your ads from showing on unwanted queries or queries not closely related to your product or service. -Be specific on mobile: If a user's mobile search experience is different from desktop, test mobile-specific creatives. -Be local: Target the right region for your business by using only the relevant languages and locations. -Include relevant search terms in your ad copy: Adding search terms that are related to your business in your ad copy can help make your ad more resonant for users.To improve your landing page experience, you may want to:-Send traffic to the right landing page: Direct clicks to pages related to a user's query. If a search is for "striped shirts," the landing page should feature striped shirts, not some other variety of shirts or clothing in general. -Be consistent: Make sure the landing page continues the conversation set up by your ad and follows through on the ad's offer or call-to-action. -Make your site transparent and trustworthy: Make it easy for visitors to find your contact information, and clearly state what your business does. If you request personal information from customers, make it clear why you're asking for it and what you'll do with it. -Work on loading speed and clarity: Help users quickly find what they're looking for by prioritizing the content that's visible above-the-fold. -Rethink mobile: Ease of navigation is valued by users even more on mobile websites, so make sure yours is optimized.To effectively reach potential customers, text ads should beinformative, relevant, and engagingComponents of text adsHeadline, URL, and descriptionText Ad: HeadlinePeople are most likely to notice your headline text. Details: Up to three headline fields are available with up to 30 characters each. The first two headline fields are required, and the third is optional. Look out for how your longer headlines — separated by a vertical pipe ("|") — might wrap on mobile devices. Tip: Include at least one of your keywords in your headline: Keywords in your ad text show your ad's relevance to what people want. For example, if you've included "mountain bikes" and "new bikes" as keywords, one of your ad headlines could be "Buy New Mountain Bikes."Text Ad: DescriptionTwo description fields — with up to 90 characters each — let you highlight unique details about your product or service. On mobile, where space is tight, Google Ads optimizes your ad to show the highest-performing text. Tip: -Highlight what makes your business unique: Free shipping? Dazzling variety? Tell people! Showcase the products, services, or offers that make you competitive. -Include prices, promotions, and exclusive offers: People often use Google Search to find information and get things done. Give them what they need to make a decision. If you have a limited-time discount or stock an exclusive product, say so. -Empower customers to take action: Are you selling something or offering a service? Calls to action — like purchase, call today, order, browse, sign up, or get a quote — make next steps clear to your potential customer.Text Ad: URLThe URL shows your website address. It gives people an idea of where they'll go when they click your ad. Tip: Match your ad to your landing page: Have a look at the page that you're linking to from your ad (the landing page), and make sure that the promotions or products in your ad are included there. People might leave your website if they don't find what they expect. Optional: Two optional path fields can be added to your display URL. Each field can hold up to 15 characters. This feature gives users an idea of the content they'll see upon clicking your ad. If your final URL is, you might want your path text to be "Mountain-Bikes" so your ad's display URL would be practices for excellent Google Ads creatives-Implement 3 to 5 ads per ad group (The more ads present in an ad group, the more options you'll have for success in an auction) -Optimize your ad rotation for clicks or conversions (Optimizing your ad rotation will allow the system to serve the ideal ad for the specific circumstances of each auction) -Use at least three extensions for each campaign or ad group (At the time of each auction, your ad will be assembled with the most appealing extensions. More eligible extensions give your ads more opportunity to meet users' specific needs)TipWhen you rotate your ads to optimize for clicks or conversions, ad groups with three or more high-quality ads may receive up to 15% more clicks or conversions, compared to ad groups with one or two ads. That's because Google selects the best ad for every auction, ensuring the right message gets in front of the right customer. When combined with three or more ad extensions, this best practice can result in even better performance.Responsive Search AdsResponsive search ads let you create ads that adapt to show more relevant messages to your customers. All you need to do is supply the headlines, descriptions and URLs for your ads. The more headlines and descriptions you enter, the more Google Ads can test and serve ad variations that match users' search terms — which can improve your ad performance. After you enter headlines and descriptions, Google Ads assembles the text into multiple ad combinations in a way that avoids redundancy. Over time, we'll test the most promising ad combinations, and learn which ones are the most relevant for your customers.TipMake sure to choose ad groups that have a good amount of traffic, and then regularly monitor their performance and ad status.Benefits of Responsive Search AdsFlexibility, relevance, reach, performanceTipYou can provide up to 15 headlines and four descriptions for a single responsive search ad. And Google Ads will automatically show different combinations depending on the search query.Important noteCreate at least one responsive search ad for each ad group, and ensure to include at least two expanded text ads in that group.How does Google Ads generate responsive search ads?Google Ads mixes and matches headlines and description lines that have been provided.What do users want?Relevant information, information based on their moment, ads that contribute to their experienceProviding relevant ad extensions encourages users to make more informed decisions and take action. MatterIncreased engagement, better ad quality, more qualified leadsRelevant InformationUsers search on Google because they're looking for an answer to a specific query. This is the core of Google's mission.Information based on their momentUsers are now consulting multiple sources across multiple devices and have become more demanding and impatient to get results. To help users, Google has to quickly provide results that meet their intent, interest, location, and more.Ads that contribute to their experienceAds are a part of the Google ecosystem and follow the same rules. They have to be relevant to provide a good user experience and encourage users to take action.That's why, in order to respond to user behavior and demand, we offer various ad extensions that provide the right users with the right information at the right moment.Increased EngagementUsing ad extensions that make sense increases the likelihood of matching a user's moment and addressing their signals, like intent, device, interest, location, etc. As a result, your ads will be more relevant and draw higher engagement.Better ad qualityAd formats will impact Ad Rank. When calculating the expected impact of formats, we look at factors such as relevance, clickthrough rate, and prominence of the ad format.More qualified leadsGiving users relevant information up front often translates into more qualified leads. Because users know what to expect when they arrive on your website, they're more likely to fulfill the action fostered by the ad.Three extensions every marketer should be using to enhance their text adsitelinks, callout extensions, and structured snippetsSitelinksDirect to specific sections of a website Sitelinks are additional links that appear just under the text of your search ads, directing users to specific pages of your website.Benefits of SitelinksIncreased engagement, more conversions, easy to manage should have 8-10, minimum of 2 use them to drive store sales, make online conversions, raise brand awarenessCallout extensions: Highlight value-adding attributesCallout extensions are short, specific (25-character) snippets of text. They can be used to highlight information about value-adding attributes of the business, products, or services.Benefits of calloutsBoosts engagement: In our tests, this added information drove a ~10% increase in CTR. Callout extensions are a powerful way to highlight value-added attributes about a particular product or service. Easy to implement: Just add 25 characters for most languages, or 12 characters for double-width languages (like Chinese, Japanese, and Korean).Why should you use callout extensionsDrive store sales: Free pickup in store; no lines at checkout Online conversions: 365-day returns; free shipping over $25; 24/7 customer service Brand awareness: Zero-waste policy; organic material onlyTips and best practices for calloutsBe brief: Keep your callouts as short and specific as possible, and include at least six of them in your campaigns. Be appealing: Consider callouts that are unique offerings and can apply at a high level to your whole business. Be concrete: Focus on specific info (for example, "4.7-inch LED display" vs. "large LED display" and "34 MPG max mileage" vs. "great fuel economy"). Think bullet points: "Free shipping" is much sharper than "We have free shipping." Sentence case beats title case (e.g., "100% silk" vs. "100% Silk").Structured snippets: Give a glimpse of what's offeredStructured snippets allow you to describe features of a specific product or range of products or services offered by the business before users click on the ad.Benefits of structured snippetsGet more qualified leads: When you give users specific information about what you're offering before they visit your website, they'll be more likely to convert after clicking.When should you use structured snippets?Structured snippets are great to highlight specific aspects of your products or services. Examples: Amenities: Wi-Fi, breakfast, pool, gym, spa Types: Loose fit jeans, tapered leg jeans, relaxed fit jeans Destinations: Las Vegas, New York, Tokyo, Rome, Cancun, ParisStructured snippets tips and best practicesFocus on the essential: Make sure the headers selected provide information that's useful and attractive to users. Ideally, four values should be added to each header, but be sure you have enough content on your website for at least two values. Be relevant: The values that apply to each header must make sense in the context of the chosen header. For each value, is it true to say "[value] is a [chosen header]"? For example: "Wi-Fi" is an amenity, and "sneakers" are a type of shoe.structured snippets vs. callout extensionsStructured snippets highlight specific aspects of the products or services offered, while callouts highlight what makes a whole business unique.Location ExtensionsGive directions to the business: Location extensions let you show your business address, phone number, and a map marker alongside your ad text. On mobile devices, there's a link with directions to your business.Benefits of location extensionsDrive store sales: By helping users find a nearby store, you improve the chance that they'll visit you and make purchases in person. Drive online sales: Many users feel more confident buying online if they know there is a store close to them (in case they'd like to exchange or return what they've bought). Increase performance: On average, ads with location extensions see a 10% boost in CTR. Boost visibility: Add a bid modifier for users who are close to a store location. This increases the ad's visibility and the chances that the user will visit the store. Report store visits: Location extensions are one of the requirements if advertisers want to report store visits.When to use location extensionsLocation extensions are great if you have physical stores that you can drive foot traffic to, or for otherwise encouraging customer visits.Tips and best practices for location extensionsKeep information updated: Location extensions are served via the Google My Business (GMB) account. Make sure information such as address and phone number are updated. Adapt bids: Bid more aggressively for users who are close to your stores to ensure they see your ad. This can be done via the Advanced Location settings in Google Ads.Affiliate Ad ExtensionsGive directions to retail partner locations (available in select countries): Affiliate location extensions allow product manufacturers to drive visits to retail partners that sell their products. The format displays the headline and URL for the manufacturer's website, ad text for the manufacturer's product, and the nearest retailers.Benefits of affiliate ad extensionsDrive store sales: By helping consumers find a nearby retailer that sells your product, you improve the chance that they'll visit you and make a purchase in person. Drive online sales: Consumers have the option to visit the manufacturer's website and purchase online if they don't have time to visit the retailer. Report store visits: Affiliate location extensions are one of the requirements if manufacturers want to report store visits.When to use affiliate ad extensionsAffiliate location extensions are ideal for manufacturers. They help consumers find their products at select retailers, while still providing the option to visit their website and purchase online.Tips and best practices for affiliate ad extensionsMaximize local reach: In the Google Ads interface, select retail chains or automotive dealerships to highlight all of the nearby locations where consumers can find your products. Adapt bids: Set higher bids for users who are close to retailer locations to ensure they see your ad. This can be done via the Advanced Locations Settings in Google Ads.Call ExtensionsIf you're looking to get calls from customers, use call extensions. These extend ads with a phone number, allowing mobile users to directly call your business.Benefits of call extensionsConvenience: Generate calls directly from your ads and provide customers with a more convenient way to reach you. Qualified leads: Drive greater response and a higher number of qualified leads by increasing the options available to consumers for connecting with you. Flexible scheduling: Specify what dates, days of the week, or times of day call extensions should appear, aligned with your business's (or call center's) opening hours. Outside the designated times, the ad won't show the call button (mobile) or phone number (desktop) when it is displayed.When to use call extensionsUse call extensions if you do business over the phone and value phone calls as much as you value clicks to your website. Users have the option of calling from the ad or clicking through to your website.Call extensions tips and best practicesMeasure the impact: Enable phone call conversions reporting in account settings to assess which campaigns, ad groups, and keywords are most effective at driving call conversions. Provide great service: Once customers call you, success mainly depends on the service they receive from your call center. Make sure your staff is trained to answer questions about the services or products that your extensions are associated with.App ExtensionsApp extensions are great if you have an app to promote. This format gives you the option of driving traffic to your website or the app store from a single text ad.Benefits of app extensionsBy giving the option to install the app via the extension, you increase your app's visibility and grow your installation base. Users interested in your app can directly download it from your ad.When to use app extensionsgreat if you have an app to promote because the format gives you the option of driving traffic to your website or the app store from a single text ad. This is also the only way to guarantee an app impression based on a keyword.App Extensions tips and best practicesBe clear: Your headline link should direct to your website while the app extension links to the app store. Don't link your headline to the app store as well, as this is redundant and may create a confusing user experience. Show it: Implement the extension to serve on both brand and generic keywords. Be inclusive: Don't limit the extension to keywords oriented to driving mobile app downloads, since users still have the option to click through to the website.Price ExtensionsPrice extensions let you showcase your services and range of products alongside their respective prices. They're available globally in several languages and currencies.Benefits of price extensionsPrice extensions provide a better customer experience by setting clear expectations from the very first touchpoint.When to use price extensionsThis structured way of highlighting information makes it easier for people to compare their options and decide if they're interested in your products or services. Check the Google Ads Help Center for price extensions to see which languages and currencies are available.Price extensions tips and best practices-Be granular and relevant to user queries. -Make sure that the descriptions relate to the headers. -Don't use promotional copy in descriptive lines. -Don't repeat headlines and description lines.Promotion ExtensionsPromotion extensions allow you to quickly and prominently display information about your promotions without having to update every single ad.Benefits of promotion extensionsPromotion extensions show below your ads in an eye-catching format.When to use promotion extensionsPromotion extensions are great for highlighting special offers and sales and can include monetary or percentage discounts for your products or services.Tips and best practices for promotion extensionsSelect special occasions and events: You can select from a list of prepopulated occasions to have your promotion extension appear with a bold label (e.g., back-to-school, Black Friday, Boxing Day). Check out the Help Center for all available occasions. Flexible scheduling: Choose to show your promotion extensions within the date of the occasion, or specify the dates, days of the week, or times of day you want them to show.Message ExtensionsAdapt to a new communication style: Message extensions are a mobile-only format that enables clients to easily connect with a growing segment of users who prefer to text.Benefits of message extensionsConvenience: Consumers can interact with your business on their own terms. Message extensions ensure that your business doesn't miss an opportunity to connect with customers when it's not a good time to call. Prequalification: Give users the chance to ask questions, review products, talk pricing, and engage in other ways they can't on your website. Ability to generate leads: Receive messages from users, and put them in a queue to call later when it's convenient for them.When to use message extensionsMessage extensions are a great fit when you want to give customers an alternative to calling. They provide an initial touchpoint to generate leads, book appointments, and start the sales process. Make sure you have a system in place to respond to messages, either via email forwarding, SMS contact center software, or a mobile phone.Tips and best practices for message extensionsOptimize your message extensions: Have a clear call-to-action such as "Text us to get a quote." Put together a prefilled message text that makes users excited to contact you. This is the message text users will see in their SMS app before sending. Schedule your message extensions to show when someone is available to provide answers. Provide great service: Reply to texts in a professional and timely manner.Ad Extensions best practices-Use the right number of extensions (have at east 3, but 4 is best. ALWAYS have site sitelinks, structured snippets, and callouts) -Keep them fresh and updated (Change the link text and URLs whenever you have something new to communicate, such as sales or special offers) -Monitor PerformanceAdvertiser-provided ExtensionsStrictly advertiser-provided extensions are not automatically generated, but Google recommends implementing the options amount for the business in order to achieve the most possible impressions. Advertiser-provided extensions will always supersede automated ones.Fully automated Ad ExtensionsFully automated extensions are directly populated by Google and don't require any action on your part. These extensions are shown automatically when Google predicts that they will improve ad performance.Dynamic SitelinksDynamic sitelinks are automatically generated sitelinks that can serve with search ads. They're optimized to direct consumers to relevant pages contextually on your website. Available in one- and two-line formats, they look the same as advertiser-provided sitelink extensions. Between two and six dynamic sitelinks can show with a specific ad, but this depends on the customer's device at the time.Dynamic structured snippetsDynamic structured snippets are features that automatically surface useful, structured custom information. This data shows for relevant queries as an additional line of nonclickable text in the form of a header: Value 1, Value 2, and Value 3. A one-line or two-line version of this automated extension may serve. The content is generated from a variety of resources, such as your website and data from internal resources. These snippets can show with text ads in any position on Google Search. A minimum of two snippets will show, but there is no maximum number; it just depends on how many the page width can support.Dynamic Callout ExtensionsDynamic callouts are automatically generated callouts that can serve with search ads. The text for dynamic callouts is generated from existing content on your website (like the landing page of the ad creative). Or, if the system can find a match on the landing page for certain high-value phrases, these can be used as a callout (e.g., "get a free quote," "book online," or "stores nationwide"). Up to six dynamic callouts can show with a specific ad, depending on the customer's device and content.NoteIt's important to keep optimizing the ad extensions you create because they'll always supersede the dynamic versions.Seller ratings (stars) extensionSeller ratings are an automated extension that lets users know if your business is highly rated for quality service.Google receives data from the following data sources, which can be used to generate a seller ratings scoreGoogle Customer Reviews, StellaService, Google-led Shopping Research, Google Customer Surveys, Third-party review sitesGoogle Customer Reviews (GCR)Google Customer Reviews is a free service that helps your business collect feedback from customers who've made a purchase on your website. With just one click on your checkout page, customers can choose to receive a survey to rate their experience. The ratings from these customer surveys apply to your seller ratings eligibility.StellaServiceStellaService is an independent company that evaluates the customer service performance of certain online businessesGoogle-led Shopping ResearchGoogle-led shopping research evaluates the customer service performance of certain online businesses. It follows its own methodology and processes, which may bear similarities to StellaService.Google Consumer SurveysGoogle Consumer Surveys is a platform that collects ratings for certain domains and businesses. Surveys are run and managed by Google.Third-Party Review SitesThird-party sites aggregate user reviews.Check performance of automated ad extensionsStep 1: Select the Ads & Extensions tab Step 2: Click the automated extensions tabWhich ad extensions can be served automatically?Sitelink extensions, callout extensions, and structured snippetsWhy do search ad extensions matter?-They increase engagement and influence ad quality.Key factors of automated bidding-Performance (Bids influence how visible your ads are and the amount of interaction you get in each unique moment. If you don't bid efficiently, you could miss valuable conversions) -Auctions (Given the dynamic nature of our auctions, the appropriate bid can often be a moving target that's challenging to reach at scale when using manual bidding) -User Journey Complexities (Many signals influence user behavior. Their intent and likelihood to complete valuable actions for your business vary based on location, time, device, and so on. Taking all these signals into account for every auction and bidding can be done through automation)The goal of any marketing campaignto reach the right user with the right message at the right timeGoogle Ads automated bidding is the best solution to efficiently account for all available signals to help improve performancemachine learning, time saved, auction-time bidding, depth of signals used and cross analysisMachine LearningAutomated bidding uses machine learning to algorithmically help you set the appropriate bid for each and every auction. This takes much of the heavy lifting and guesswork out of setting bids, so you can meet your performance goals more efficiently and accurately.Time SavedCross-referencing audience data with context to establish intent and set the appropriate bid is a complex and time-consuming task. Automation offers a way to alleviate this strain on marketing resources.Auction-time BiddingOur bidding algorithms tailor bids to each user's 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.Depth of signals used and cross analysisOur algorithms integrate a large variety of signals and consider new ones to evaluate user intent. They also go a step beyond traditional signal analysis by recognizing and adjusting for meaningful interactions between combinations of signals while constantly considering new ones.TipYou can implement a Google Ads automated bidding strategy to get the benefits of auction-time bidding while still using a third-party management solution.Awareness-based bidding strategiesYou 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.Consideration-focused bidding strategiesYou should choose this bid strategy if you want to drive as many clicks as possible within a set level of spend. Goal: Clicks Bid Strategies to Choose From: Maximize clicks- Set bids to try to get you as many clicks as possible within a target spend 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 conversionConversion-focused bidding strategiesChoose 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 (CPC), 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. Use Case: -Maximize Conversions: Advertisers who want to maximize the number of conversions for a campaign. Advertisers that want to spend a fixed budget and don't have an explicit CPA/ROAS goal -Target cost-per-acquisition (tCPA): Maximize amount of conversions, without considering order value — such as lead generation and eCommerce businesses. Note: For a Display campaign using Target CPA, you can choose to pay for conversions billing. -Enhanced cost-per-click (eCPC): For Search, this is for advertisers who want to set the core bid manually or through third-party bidding tools, with an added layer of real-time optimization. For Display, this is for advertisers who do not have conversion tracking, use a third-party bidding system, or insist on setting bids manually with an added layer of real-time optimization. It's also great for lead generation and to drive online sales.NoteYou must be tracking conversions for conversion-focused bid strategies to work properly, with the exception of eCPC on Display.Revenue-focused bidding strategiesChoose 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 ROASNoteEnhanced 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. Once you've decided which automated bid strategy works for your business, check out the Finding success with Smart Bidding: Google Best Practices (Search) and the Smart Bidding Guide (Display) to help further simplify your account structure and get the most of your bid strategy.Which of the following is a core benefit of Google Ads automated bidding?Answer: Auction-time Bidding NOT: Impression-share based bidding, User ID-based bidding, daily budget pacingGoogle's Audience solutionsa set of strategies and products that help you reach high-value customers in the moments when they're ready to buy the products you offer. In this module, you'll learn how using Google's Audience solutions with your Search campaigns can help you reach your marketing goals.Quick Recap!Audience solutions allow you to create audience lists to layer on your ad groups, combining intent and insights to send the right message to the right customer with the right bid. This is important because today's customers expect frictionless experiences across all channels, providing them with the relevant information they seek.Audience Solutions helps...Awareness, consideration, conversion & loyaltyMarketing goal: Create awarenessEach of the following solutions helps to create awareness among your potential customers. Detailed Demographics: Detailed Demographics allows advertisers to reach people based on advanced demographic criteria like marital status, education, parenting stage, and homeownership. Affinity Audiences: Affinity Audiences aggregates people who have demonstrated a strong interest in a given topic.Marketing goal: Drive considerationEach of the following solutions helps you drive consideration among potential customers and people who have interacted with your brand in the past. In-Market Audiences: In-Market Audiences is a powerful way to drive consideration among people who are actively researching the products or services you offer and who we've inferred are in-market to buy them, including those thinking of buying from other places. Remarketing Lists for Search Ads: RLSA helps you reach people who have engaged with your website or YouTube channel in the past. Similar Audiences for Search: Similar Audiences for Search helps you find new customers that share the behaviors and characteristics of your remarketing audience segments.Marketing goal: Increase purchases and loyalty with your existing customersEach of the following solutions helps you reach your existing customers. Customer Match: Customer Match allows you to upload your own data into Google Ads and reach custom segments across devices. Find your loyal customers, exclude your current customers, and expand to reach those that resemble your customers. Remarketing Lists for Search Ads (RLSA): Remarketing Lists for Search Ads can help you reach those who were your customers in the past (those who've gotten to your website's thank-you page).Three ways that Google's Audience solutions can help you enhance your Search strategyVariable bidding, Keyword expansion, Creative CustomizationVariable BiddingWhat Layer at least one audience group on top of your Search campaign, and bid differently for that audience based on their value to your business. How Increase your bids on certain audiences: If you bid higher for certain audiences, you'll potentially have your ad shown at a better position when people search for you. For example, using Affinity Audiences, Hiroko could bid higher for customers searching for "mountain bikes" who are also passionate about outdoor adventure sports. Decrease your bids on certain audiences: Certain audiences might not have as strong a performance as others do, so you can reduce your bids when those audiences search for you. For example, using Remarketing Lists for Search Ads, you may know that certain past visitors have a low shopping basket average value. Bidding lower for lists that include such visitors may improve your overall campaign performance. Why you should care Ad auctions are competitive, and you want to make sure you're making the right bids when certain groups of people are searching for you.Keyword ExpansionWhat Expand your keyword set to larger set terms and more broad terms. Engage the mid- and upper funnel for greater reach. How Create ad groups that target generic keywords and only show ads to certain audiences. Bidding for generic keywords can be costly, as it's not always a given that people searching for those terms are in the market for your product. Why you should care For example, people searching for the term "commute options" might not be looking for bicycles and aren't relevant customers for a bike shop. You may decide to create an ad group that targets generic terms like "commute" and only have your ads shown to people that have been added to an in-market list for "Autos & Vehicles > Vehicles (Other) > Bicycles & Accessories," increasing the relevancy of your ad.Creative CustomizationWhat Reach different audience segments with unique messaging that will resonate best with them. Using Google Audiences, you can tailor your ad creatives based on the user. How You can build ad groups catering to specific audience lists and create bespoke text ads for those groups of people. For example, using Customer Match, you can create an ad that will show only to people who have signed up to your mailing list, offering them a discount for returning to your site. Why you should care The more relevant your ads, the better the user experience for your customers, leading to a higher click-through rate and better campaign performance! For example, using Remarketing Lists for Search Ads, you can create an ad that's relevant for new customers and only show it to them (by excluding all the people who've already visited your site in the past year).How customers stay in controlMy Activity Using My Activity, customers can see everything they've searched for, visited, or watched in a single place. It's their one-stop shop for ad controls, including the ability to update interest preferences and opt out of ads personalization. We're able to honor muting choices whenever and wherever customers are signed in, across all devices and browsers.How does ad muting work?Let's say a person isn't into watching movies. If she wants to stop seeing movie ads on the web, all she has to do is click or tap on the [x] in the upper righthand corner. Her preferences will now be reflected across all of her devices.Affinity AudiencesAffinity Audiences aggregates users who've demonstrated a qualified interest in a given topic, allowing you to access the people your product or service will most likely matter to.Affinity Audiences Use CaseSay a person regularly views videos about camping, has recently searched for the best fishing lures on, and has researched hiking trails on Google Maps. Our system would recognize that this person is likely passionate about the outdoors and would place them in an Outdoor Enthusiast affinity audience.If you were an online adventure sporting goods shop, you might like to bid on broad terms like "adventure sports," but would want to to avoid potentially irrelevant traffic. By layering the Outdoor Enthusiast affinity audience to your broad keyword targeting campaign, you'll make sure your ads are only seen by people who are truly passionate about the outdoors, increasing the relevancy of your ad and the likelihood of conversion.Detailed DemographicsUsing Detailed Demographics, you can reach customers based on their activities on These activities may indicate certain things about their lives, including parental status, parenting stage, homeownership status, marital status, and education status. Parental status - Whether or not they're a parent Parenting stage - Ages of their children Homeownership - Whether they own or rent their home Marital status - Whether they're married, in a relationship, or single Education status - Level of education they've achieved or if they're currently attending collegeDetailed Demographics Use CaseImagine that someone has searched for the best toys for their toddler on, recently viewed the best recipes for kids on YouTube, looked for the Children's Amusement Center on Google Maps, and installed potty training apps on their mobile device. Our system would recognize that this person is likely caring for a toddler, and would place them in a Parents of Toddler audience.An online business selling toys suitable for babies aged 1-3 can layer the Parents of Toddler audience onto their Search campaign, so when they're targeting the broad keyword "toys," they know their ads will only be shown to a relevant segment of parents.In-Market AudiencesGoogle's Audience solutions can tell the difference between interest and intent. Being able to identify groups that are in-market for your products and services is extremely valuable because it allows you to reach people when they're in the mindset to buy. This can result in a higher ROI than reaching customers that are only generally interested.In-Market Audiences Use CaseImagine that someone watched a video review of a car, installed the AutoTrader app on their mobile device, searched for auto financing help on and looked for local car dealerships on Google Maps. Our system would recognize that this person is likely in the market for a car, and would add him to an audience list of similar people. A bank specializing in automobile financing and looking to increase loans for potential car buyers might target the generic keyword "loans" and layer that campaign with an audience that's in-market for a car. This way, only people that are potentially interested in auto financing will see their ad.NoteAffinity Audiences, Detailed Demographics, and In-Market Audiences are auto-included and automatically used as a signal for conversion-based search bidding strategies. Even so, it's recommended that you apply these audiences to view list- and segment-specific performance and implement creative customization.How does affinity audiences, detailed demographics, and in-market audiences work?Signals Google's intelligent algorithms leverage behavior on, YouTube, Google Maps, Google Shopping, and more to identify repeated patterns of behavior Survey Google validates this behavior using surveys and conversion data Scale As users move between mobile and desktop, Google maintains a holistic picture of their behaviors, helping brands to reach users across devices.Remarketing Lists for Search Ads (RLSA)Search campaigns generate valuable traffic to your website and can help you achieve excellent results. But not all user traffic is the same! What do we mean? Some people searching for your keywords may have already interacted with your site in the past. For example: They may have visited your homepage. They may have added items to a shopping basket on your site, but then abandoned it. They may be entirely new to your site, and have not yet discovered your incredible business Remarketing Lists for Search Ads allows you to serve unique ad creatives and set your ad group bids differently, based on past interactions with your site or app.Improving campaign performance with RLSAHiroko is the digital marketing manager at Your Adventure, a bike and adventure sports online retail store. She's happy with all the traffic her site is receiving via Google Search, but she's looking to improve the performance of her campaigns. At this very moment, three different groups of people are using the search term "bicycle." 1. The first group has never heard of Hiroko's online site. -----> Create a text ad that includes a "new user offer" to reach the first group, as these people haven't been to her site yet. 2. The second group has visited her site before, but is still researching different bicycle options. -----> Bid higher for the second group, which has a greater chance of converting, since these people already know about her site. 3. The third group has reached her site's checkout page, but didn't fill in their details. ----->Create a a text ad that includes a special "return offer" to reach the third group. These people might decide to return and make a purchase!What can Hiroko do after layering her Search campaigns with her remarketing lists?-Increase her bids on certain audiences -Decrease her bids on certain audiences -Create ad groups targeting generic keywords and only show ads to those who've visited her before -Tailor her ad creatives based on the customer -Exclude certain audience lists from her campaignsRemarketing Lists for Search Ads Policies and requirementsGoogle only uses data to serve ads as specified by your campaign setup. We don't share the cookie lists with any advertisers, including you as the account owner. A remarketing list must have at least 1,000 users on it before it can be used.Customer MatchYour customer relationship management (CRM) data can help you understand the types of people who have a relationship with your brand, and you can use insights from your data to address your marketing challenges. Customer Match allows you to leverage your online and offline customer data to reach your customers and deliver the right message wherever they are, on any device, across Search, YouTube, and Discovery.How Customer Match WorksUpload your customer data into Google Ads. We'll match it against the people who search on, and form it into audience lists. The upload can include various types of customer data (for matching), such as email address, mailing address, and phone number. Let's take a closer look at the steps below. Segment (Segment a customer list based on desired marketing action (e.g., reactivation of lapsed customers) Upload (Upload the list to Google Ads) Audience List (The list is translated into an audience list and made available for targeting on Search, YouTube, and Discovery) Customize Creative (Customize your creatives with special offers or incentives that are specific to this audience)Why complement your Audience strategy with Customer Match?-Diversify your audience strategy with a tagless strategy. -Re-engage with customers you haven't seen in awhile. -Reach customers who may not have converted online and aren't a part of your remarketing lists (i.e, customers who converted off your app or in your store). -Reach customers based on their purchase history (i.e, customers who've made at least one purchase in the last month). -Reach customers according to their lifetime value.Similar AudiencesSimilar Audiences leverages your remarketing lists to find new customers with similar characteristics as your existing customers. It can help you expand the reach of your valuable audiences, across all platforms.How Similar Audiences Work-Similar Audiences finds people that are similar to those on an original remarketing "seed" list. The people are similar in profile based on the seed list members' recent browsing interests, search terms, and videos watched on YouTube. -Our system "scores" people based on how similar they are to those on the original seed list, with similarity defined as interested in the same categories, topics, and products. -Once you have lists of similar audiences, you can layer these lists over your campaigns and bid higher to reach valuable potential customers.NoteEach similar audience has its seed list members removed to ensure that no one overlaps between a similar list and its seed list. In the case of an All Visitors list, this would mean that the Similar to All Visitors list is comprised of users who've not been to your site before.Which of the following can be customized with audience signals to make Search campaigns more efficient?ANSWER: keywords NOT: networks or headline lengthTrue or false? Affinity Audiences allows advertisers to reach people who're actively researching and intending to buy the products or services they offer.TrueIf an advertiser doesn't want to add remarketing tags to a website, why would Customer Match be a good fit for them?Customer Match relies on your own data instead of a remarketing tag.Why optimization score?Optimization score, found on your Google Ads Recommendations page, estimates how well your Search campaigns are set to perform. The score runs from 0% to 100%. The higher your score, the more your account is running to its full potential. Along with your score, you'll see a list of optimization recommendations for increasing campaign performance and improving your score. With just a few clicks, you can apply recommendations to get the most out of your Google Ads investmentWhat are the benefits of Optimization Score?Instant (With optimization score, you get real-time estimates of how your accounts and campaigns are performing. You can also make instant improvements by accepting recommendations) Customized (Optimization score uses a variety of methods, such as statistical modeling, to give you recommendations tailored to your account's performance) Scalable (Scores and recommendations are available for campaigns, accounts, and most manager accounts (MCCs). This allows you to apply recommendations across multiple layers of your advertising strategy)How can optimization score help you enhance your advertising campaigns?-By providing real-time estimates of how your accounts and campaigns are performing -By giving recommendations customized to your account's performance -By generating recommendations across your accounts and campaignsHow is your optimization score calculated?Optimization score runs an algorithm that looks across key aspects of your accounts, including statistics, settings, and industry trends, to determine whether your campaigns are fully optimized. When optimization potential is detected, the system provides recommendations to close the gap. For example, an account with a score of 80% could improve its performance by 20% if the listed recommendations are adopted.Where do the optimization points come from?A combination of statistical models, simulations, and machine learning is used to assign points to each recommendation, based on the likelihood that it will enhance your account's performance. If a recommendation can have more impact, it's weighted more heavily toward your overall score.Optimization-what does this mean for your business?Optimization score is made up of over 50 recommendations, meant to help you make your advertising more efficient, reach new audiences, and spend smarter. The score is real-time responsive, so it's a snapshot of your optimization potential at a given time. That means you can instantly improve your account by applying recommendations that meet your business objectives.Optimization- what if you are using Search Ads 360?Your recommendations reflect your Search Ads 360 bid strategies and data sharing preferences. Contact your Search Ads 360 team for additional information.TipAs you grow with Google Ads, your optimization score can change. That's because our algorithm regularly discovers recommendations for your account and adds new suggestions based on real-time data. Scores may even decrease if our algorithm identifies new headroom in your account, such as changes in auction dynamics, an update to tracked conversions, and shifts in spend between campaigns. You may see a new set of recommendations when these changes happen.Navigate optimization scoreOptimization Score ->A score of 73.5% means there's 26.5% optimization opportunity available across all recommendations for this account. Filter ->Narrow down your selection to show only specific recommendation types, like Keywords & Targeting. Optimization Recommendation ->Recommendations are ordered based on performance uplift, with the most impactful suggestions at the top. In this example, this account could gain 3.69K conversions by adopting a new bidding strategy.How are optimization score suggestions ordered on your Google Ads Recommendations page?By most impactful optimizationOptimization Score is made up of over 50 recommendations to optimize Search campaigns.TrueWhich of the following factors wouldn't change an account's optimization score?ANSWER: Renaming campaigns NOT: Changes in auction dynamics, changes in tracked conversions, or shifts in spend mixPlanning is the crucial first step to achieving success with Google AdsDigital marketing is constantly evolving, which helps businesses like yours connect with more customers. By planning your Google Ads budgets on a monthly basis in advance, you can help ensure that when people need products or information, your ads can meet them at the right time to help maximize conversions and achieve your key performance indicators (KPIs).By planning your Google Ads budgets in advance, you can:1. Understand the future spend potential of current Google Ads campaigns to help drive budget decisions 2. Take advantage of seasonality to capture incremental opportunities 3. Set optimal bids and budgets across your campaigns to help ensure that ROI performance is maximized 4. Find new opportunities to grow your sales volumes with Google AdsWhat's 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 monthly, quarterly, and annual budgets for current campaigns, while also helping to improve your return on investment.How does the Performance Planner work?Performance Planner determines the optimal bids and average daily budget allocations across all of your campaigns to help increase the number of conversions you can achieve for any future spend scenario. It uses the following process: -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. -Using Google's seasonality data and insights, Performance Planner will predict the results if you use optimal bids and average daily budgets across your campaigns to maximize the number of conversions for any future spend scenario. These results are represented by a blue line. -When you choose a spend point on the blue line, Performance Planner will improve your ROI by reallocating spend between campaigns through adjusting bids and average daily budgets. See these changes in the campaigns table or via CSV download.How does Performance Planner forecast campaign performance?Performance Planner uses a combination of account history and machine learning to power forecasts. In Google Ads tools, forecasts must meet a certain level of accuracy. As a result, the confidence interval of these forecasts is likely greater than that of other available forecast tools. Forecasting ->Google Search ad auctions — made up of billions of searches per week — powers our forecast engine. Simulation ->Our forecast engine simulates relevant ad auctions with query level variables, including seasonality, clickthrough rate, competitors, landing page, and time of day. Machine Learning ->We use machine learning to fine tune forecasts and achieve a higher level of accuracy. Validation ->We perform forward and backward measurements of accuracy for thousands of campaign samples — across one, seven, 30, and 90 day periods — to ensure we're making valid recommendations.NotePerformance Planner is different from the Recommendations page. On the Recommendations page, you can apply optimization suggestions to help improve your campaigns. Whereas Performance Planner is your go-to tool for deciding the budget required to help reach your marketing goals.Why use Performance Planner in Google Ads over traditional forecasting methods?Performance Planner 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. Get accurate forecasts ->Forecasts are based on Google data and your account's historical performance, and then validated using machine learning. That means Performance Planner plans are more likely to hit KPIs than prior estimation methods. Get the benefits of machine learning ->Performance Planner helps you discover the best bids and budgets so you can drive the most conversions for any spend scenario.How to use Performance PlannerLearn ->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.Here's how Performance Planner can drive more conversions at different spend scenarios.1. The additional conversions you can generate at the same spend using Performance Planner. 2. The incremental number of conversions you can achieve and maximum amount you can spend without diminishing returns (maintain your current CPA) 3. The incremental number of conversions you can achieve and maximum amount you can spend at your desired target CPA goal (in order to remain profitable) 4. Additional spend and resulting conversion scenarios at higher target CPA goals (reduce profitability to increase total conversion volume)GraphConversions are represented on the y-axis. Spend is represented on the x-axis.TipBased on 250 random Google Ads Customer IDs*, Performance Planner highlighted how to find an average 43% increase in conversions — for the same investment — by reallocating bids and budgets between campaigns. It's also been seen to highlight how to grow conversions by 80% for the same CPA (no diminishing returns).Why should I use Performance Planner 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.Performance Planner Best PracticesCreate separate plans for each marketing objective ->Don't add all brand and generic campaigns into the same plan. That's because different campaigns often have different marketing objectives. Incremental conversions are achieved by creating separate plans for each marketing objective. Set bids and budgets using non-last click conversions ->By default, Performance Planner will forecast conversions based on what's included in the Conversions column in your Google Ads front end. To allocate budgets that drive incremental conversions, set bids and budgets using non-last click conversions in your Conversions column. Regularly check your plan ->Forecasts improve when plans are generated closer to the actual run date. Make sure to regularly check back on your plan before implementing it.What changes will Performance Planner recommend?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 on your investment for your targeted budget. 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 ROASNotePerformance 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 it's important to continually monitor performance and optimize toward performance targets.How do I see and implement these recommended changes?Performance Planner provides a CSV download with the recommended bid scaling, Target CPA, Target ROAS, and average daily budget amounts. You can manually apply these suggestions through the Google Ads campaign management interface, or you can download a Google Ads Editor file and upload to Google Ads Editor to see and action the recommended changes.Performance Planner Best PracticesUse non-last click attribution conversions --->Performance Planner forecasts for conversion types that are activated for the Include in Conversions setting in the Conversions column. To allocate budgets that drive incremental conversions, include non-last click attribution conversions in the Include in Conversions column. Create multiple plans for campaigns that have different marketing objectives --->It's a best practice to separate campaigns with different marketing objectives into different Performance Planner plans, so that spend isn't reallocated between two different marketing objectives. Instead, consider grouping campaigns by marketing goal or budget. For example, you could split consideration and intent-focused campaigns by separating generic search campaigns (such as a campaign containing keyword "suv sale") and brand search campaigns (such as a campaign containing keyword "buy Landriver suv") into separate plans. Use the performance targets feature --->Unpredictable external factors in a dynamic auction environment mean that Performance Planner forecasts may have discrepancies. As a result, it's important to continually track and optimize performance. Use the performance targets feature to monitor targets set in Performance Planner and receive alerts and recommendations when a campaign isn't on track. Use optimization score in the Recommendations page to improve your campaigns --->Performance Planner is used for forecasting future periods and recommendations in Performance Planner can be used as guidance to ensure seasonality and budget reallocation are accounted for future periods so you can prevent your campaigns from becoming "Limited by Budget"Here are some additional factors that you should check while budget planning:Seasonality --->Take advantage of seasonal trends throughout the year. Market Share --->Get ahead of fluctuating auctions due to activity from other businesses and other external factors. Growth --->Use Performance Planner to compare previous periods and see a forecast of the growth possibilities you can drive using Google Ads.What's 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.How many ads should be implemented per ad group?3-5Affinity Audiences allows advertisers to reach people who're actively researching and intending to buy the products or services they offer.True