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Google Ads

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Aman Verma

Google Ads is Google's online advertising program that allows users to create ads to promote their business and products. Through Google Ads accounts, users can manage ad campaigns online including ad text, settings, and budget with no minimum spending requirement. Campaigns organize ads into categories and can be used to target different locations or budgets. Key campaign types include search, display, shopping, video, and app campaigns which all have certain requirements for ads, images, and content. Performance is measured through metrics like click-through rate, conversion rate, impression share, and types of conversions.

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Google Ads
Google Ads: Definition Google Ads is Google's online advertising program. Through Google Ads, you can create online ads to reach people exactly when they're interested in the products and services that you offer.  Google Ads is a product that you can use to promote your business, help sell products or services, raise awareness, and increase traffic to your website.  Google Ads accounts are managed online, so you can create and change your ad campaign at any time, including your ad text, settings, and budget.  There's no minimum spending commitment, and you set and control your own budget. You choose where your ad appears, set a budget that's comfortable for you, and easily measure the impact of your ad.
Campaign: Definition A set of ad groups (ads, keywords, and bids) that share a budget, location targeting, and other settings. Campaigns are often used to organize categories of products or services that you offer.  Your Google Ads account can have one or many ad campaigns running.  Each campaign consists of one or more ad groups.  Settings that you can set at the campaign level include budget, language, location, distribution for the Google Network, and more.  You can create separate ad campaigns to run ads in different locations or using different budgets.
Campaign Ad Group keywords, ad keywords, ad Ad Group keywords, ad Campaign structure
Google Ads campaign types: 1. Search campaign 2. Display Campaign 3. Shopping campaign 4. Video campaign 5. App campaign
Search Ad Requirements Text ads are the most basic type of Google Ads, and they form the foundation for ad extensions. The following Google Ads policies are particularly relevant to text ads and are often associated with disapprovals.  Editorial: The standard requirements for clarity, correct spelling, and use of capitalization and symbols apply to all ads.  Unclear relevance: All information should be relevant to what you’re advertising. For example, all submitted ad fields must represent the same advertiser and be relevant to the promoted product.  Inappropriate content: Google values diversity and respect for others.  Adult content:To keep ads relevant and safe for users, Google restricts adult content in certain circumstances. Adult-oriented content can’t run in text ads targeting the Google Display Network or Google Ad Manager.  Trademarks: Google may remove ads or extensions in response to trademark owner complaints. Advertisers are responsible for proper trademark use in their ad text, assets, and business information.
Smart display campaign requirements Smart display campaigns allow advertisers to automate much of the creation and management process for display advertising. The following AdWords policies are particularly relevant to Smart display campaigns and are often associated with disapprovals.  Image quality: All images used in advertising must meet certain quality standards. The image layout must conform to Google Ads standards and the image itself can’t be blurry.  Unclear relevance: All information should be relevant to what you’re advertising. For example, all submitted ad fields must represent the same advertiser and be relevant to the promoted product.  Misleading content: All information should be accurate and descriptive of what you’re advertising.  Adult content: To keep ads relevant and safe for users, Google restricts adult content in certain circumstances. Smart display campaigns can't contain any adult- oriented content.  Trademarks: Google may remove ads or extensions in response to trademark owner complaints. Advertisers are responsible for proper trademark use in their ad text, assets, and business information.
Requirements for Shopping campaigns There are a few requirements you'll need to meet to be able to set up a Shopping campaign and create Shopping ads. 1. Google accounts: You'll need to set up accounts with Google Merchant Center and Google Ads, and link them together. 2. Policies: Content for Shopping campaigns and Shopping ads needs to comply with the Shopping Ad Policies. You'll need to make sure that your type of business, products, promotions, and website meet the requirements for Shopping ads before you begin advertising. 3. Product data: You'll need to be able to send us up-to-date product data at least every 30 days. This data needs to meet our standards for data quality.
Video ad requirements Video ads use videos for better engagement with users. Video Ads are subject to the standard Google Ad Policies and the requirements below. These requirements apply to in-stream ads, video discovery ads, non-skippable in-stream ads, and bumper ads. Length of video ads: The following is not allowed: Non-skippable in-stream ads that are longer than 15 seconds. Data collection in video ads: The following are not allowed: Tracking pixels that are not SSL-compliant, including all subsequent calls. Tracking pixels on the midpoint and complete events. More than three tracking pixels per event. Using Java script for data collection.
Policies and common disapprovals associated with video Ads  Unacceptable video format: All videos must be uploaded in an approved format.  Unavailable video: All videos must be publicly available.  Unclear relevance: All information should be relevant to what you’re advertising. For example, all submitted ad fields must represent the same advertiser and be relevant to the promoted product.  Unclear content: All information and media in ads and extensions should be easily understandable and clearly identify the product, service, or entity you are advertising.  Video quality: All videos used in advertising must meet certain quality standards.  Shocking content: Content that could be shocking for users is not allowed in any ads. Some examples include obscene language, gruesome imagery, and gore.  Third-party ad serving: All third- party tracking pixels must meet third-party Ad serving requirements.
App campaigns App campaigns allow you to promote your app across Google Search, Google Play, YouTube, Gmail, and within other apps and mobile websites on the Display Network. How it works: Unlike most Google Ads campaigns, you don't design individual ads for App campaigns. Instead, it uses your ad text ideas and assets, including assets from your app's store listing to design a variety of ads across several formats and networks. To get started, you'll need to do provide some text, a starting bid and budget, and let us know the languages and locations for your ads. It is strongly recommend that you provide at least one landscape image, one portrait video, and one landscape video, and where relevant, HTML5 assets. Google Ads may then combine text, image, video, or HTML5 assets you upload, or assets from your app's listing in the relevant application store.
Click Through Rate(CTR) CTR is the number of clicks that your ad receives divided by the number of times your ad is shown CTR = (clicks / Impressions)×100 For example, if you had 5 clicks and 100 impressions, then your CTR would be 5%
Importance of CTR  Each of your ads and keywords have their own CTRs that you can see listed in your account.  A high CTR is a good indication that users find your ads helpful and relevant.  You can use CTR to gauge which ads and keywords are successful for you and which need to be improved.  The more your keywords and ads relate to each other and to your business, the more likely a user is to click on your ad after searching on your keyword phrase.
Conversion Rate (CVR) The average number of conversions per ad interaction, shown as a percentage. CVR = (Conversions / total ad interactions)×100 For example, if you had 50 conversions from 1,000 interactions, your conversion rate would be 5%
CVR Relevance  CVR is an important metric in marketing for measuring ad performance, indicating how well an ad converts users.  This metric is typically used in performance campaigns.  the act of ‘conversion’ varies depending on the pricing model - in cost per install campaigns, for example, conversion is measured by app installs, while in cost per engagement campaigns, conversion is measured by engagement events.
Impression share  Impression share (IS) is the percentage of impressions that your ads receive compared to the total number of impressions that your ads could get. Impression share = (impressions / total eligible impressions)×100 Eligible impressions are estimated using many factors, including targeting settings, approval statuses, and quality.
Working of Impression share  To estimate impression share, Google looks at the ad auctions over the course of the day, and uses internal data such as quality for you and other participants in the same ad auctions.  Impression share includes all auctions where your ad showed, and all auctions where your ad is competitive enough to show.  Impression share is a good way to understand whether your ads might reach more people if you increase your bid or budget.
Conversion Type When you run ads with Google Ads, you may want to see whether clicks on your ad led a customer to take a certain action, such as a purchase on your website, calling your business, or downloading an app. Different type of conversion type actions include: 1. Website actions: Purchases, sign-ups, and other actions that customers complete on your website. 2. Phone calls: Calls directly from your ads, calls to a phone number on your website, and clicks on a phone number on your mobile website. 3. App installs and in-app actions: Installs of your Android or iOS mobile apps, and purchases or other activity within those apps. 4. Import: Customer activity that begins online but finishes offline, such as when a customer clicks an ad and submits a contact form online, and later signs a contract in your office. 5. Local actions: Actions that are counted whenever people interact with an ad that’s specific to a physical location or store.
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Google Ads

  • 2. Google Ads: Definition Google Ads is Google's online advertising program. Through Google Ads, you can create online ads to reach people exactly when they're interested in the products and services that you offer.  Google Ads is a product that you can use to promote your business, help sell products or services, raise awareness, and increase traffic to your website.  Google Ads accounts are managed online, so you can create and change your ad campaign at any time, including your ad text, settings, and budget.  There's no minimum spending commitment, and you set and control your own budget. You choose where your ad appears, set a budget that's comfortable for you, and easily measure the impact of your ad.
  • 3. Campaign: Definition A set of ad groups (ads, keywords, and bids) that share a budget, location targeting, and other settings. Campaigns are often used to organize categories of products or services that you offer.  Your Google Ads account can have one or many ad campaigns running.  Each campaign consists of one or more ad groups.  Settings that you can set at the campaign level include budget, language, location, distribution for the Google Network, and more.  You can create separate ad campaigns to run ads in different locations or using different budgets.
  • 5. Google Ads campaign types: 1. Search campaign 2. Display Campaign 3. Shopping campaign 4. Video campaign 5. App campaign
  • 6. Search Ad Requirements Text ads are the most basic type of Google Ads, and they form the foundation for ad extensions. The following Google Ads policies are particularly relevant to text ads and are often associated with disapprovals.  Editorial: The standard requirements for clarity, correct spelling, and use of capitalization and symbols apply to all ads.  Unclear relevance: All information should be relevant to what you’re advertising. For example, all submitted ad fields must represent the same advertiser and be relevant to the promoted product.  Inappropriate content: Google values diversity and respect for others.  Adult content:To keep ads relevant and safe for users, Google restricts adult content in certain circumstances. Adult-oriented content can’t run in text ads targeting the Google Display Network or Google Ad Manager.  Trademarks: Google may remove ads or extensions in response to trademark owner complaints. Advertisers are responsible for proper trademark use in their ad text, assets, and business information.
  • 7. Smart display campaign requirements Smart display campaigns allow advertisers to automate much of the creation and management process for display advertising. The following AdWords policies are particularly relevant to Smart display campaigns and are often associated with disapprovals.  Image quality: All images used in advertising must meet certain quality standards. The image layout must conform to Google Ads standards and the image itself can’t be blurry.  Unclear relevance: All information should be relevant to what you’re advertising. For example, all submitted ad fields must represent the same advertiser and be relevant to the promoted product.  Misleading content: All information should be accurate and descriptive of what you’re advertising.  Adult content: To keep ads relevant and safe for users, Google restricts adult content in certain circumstances. Smart display campaigns can't contain any adult- oriented content.  Trademarks: Google may remove ads or extensions in response to trademark owner complaints. Advertisers are responsible for proper trademark use in their ad text, assets, and business information.
  • 8. Requirements for Shopping campaigns There are a few requirements you'll need to meet to be able to set up a Shopping campaign and create Shopping ads. 1. Google accounts: You'll need to set up accounts with Google Merchant Center and Google Ads, and link them together. 2. Policies: Content for Shopping campaigns and Shopping ads needs to comply with the Shopping Ad Policies. You'll need to make sure that your type of business, products, promotions, and website meet the requirements for Shopping ads before you begin advertising. 3. Product data: You'll need to be able to send us up-to-date product data at least every 30 days. This data needs to meet our standards for data quality.
  • 9. Video ad requirements Video ads use videos for better engagement with users. Video Ads are subject to the standard Google Ad Policies and the requirements below. These requirements apply to in-stream ads, video discovery ads, non-skippable in-stream ads, and bumper ads. Length of video ads: The following is not allowed: Non-skippable in-stream ads that are longer than 15 seconds. Data collection in video ads: The following are not allowed: Tracking pixels that are not SSL-compliant, including all subsequent calls. Tracking pixels on the midpoint and complete events. More than three tracking pixels per event. Using Java script for data collection.
  • 10. Policies and common disapprovals associated with video Ads  Unacceptable video format: All videos must be uploaded in an approved format.  Unavailable video: All videos must be publicly available.  Unclear relevance: All information should be relevant to what you’re advertising. For example, all submitted ad fields must represent the same advertiser and be relevant to the promoted product.  Unclear content: All information and media in ads and extensions should be easily understandable and clearly identify the product, service, or entity you are advertising.  Video quality: All videos used in advertising must meet certain quality standards.  Shocking content: Content that could be shocking for users is not allowed in any ads. Some examples include obscene language, gruesome imagery, and gore.  Third-party ad serving: All third- party tracking pixels must meet third-party Ad serving requirements.
  • 11. App campaigns App campaigns allow you to promote your app across Google Search, Google Play, YouTube, Gmail, and within other apps and mobile websites on the Display Network. How it works: Unlike most Google Ads campaigns, you don't design individual ads for App campaigns. Instead, it uses your ad text ideas and assets, including assets from your app's store listing to design a variety of ads across several formats and networks. To get started, you'll need to do provide some text, a starting bid and budget, and let us know the languages and locations for your ads. It is strongly recommend that you provide at least one landscape image, one portrait video, and one landscape video, and where relevant, HTML5 assets. Google Ads may then combine text, image, video, or HTML5 assets you upload, or assets from your app's listing in the relevant application store.
  • 12. Click Through Rate(CTR) CTR is the number of clicks that your ad receives divided by the number of times your ad is shown CTR = (clicks / Impressions)×100 For example, if you had 5 clicks and 100 impressions, then your CTR would be 5%
  • 13. Importance of CTR  Each of your ads and keywords have their own CTRs that you can see listed in your account.  A high CTR is a good indication that users find your ads helpful and relevant.  You can use CTR to gauge which ads and keywords are successful for you and which need to be improved.  The more your keywords and ads relate to each other and to your business, the more likely a user is to click on your ad after searching on your keyword phrase.
  • 14. Conversion Rate (CVR) The average number of conversions per ad interaction, shown as a percentage. CVR = (Conversions / total ad interactions)×100 For example, if you had 50 conversions from 1,000 interactions, your conversion rate would be 5%
  • 15. CVR Relevance  CVR is an important metric in marketing for measuring ad performance, indicating how well an ad converts users.  This metric is typically used in performance campaigns.  the act of ‘conversion’ varies depending on the pricing model - in cost per install campaigns, for example, conversion is measured by app installs, while in cost per engagement campaigns, conversion is measured by engagement events.
  • 16. Impression share  Impression share (IS) is the percentage of impressions that your ads receive compared to the total number of impressions that your ads could get. Impression share = (impressions / total eligible impressions)×100 Eligible impressions are estimated using many factors, including targeting settings, approval statuses, and quality.
  • 17. Working of Impression share  To estimate impression share, Google looks at the ad auctions over the course of the day, and uses internal data such as quality for you and other participants in the same ad auctions.  Impression share includes all auctions where your ad showed, and all auctions where your ad is competitive enough to show.  Impression share is a good way to understand whether your ads might reach more people if you increase your bid or budget.
  • 18. Conversion Type When you run ads with Google Ads, you may want to see whether clicks on your ad led a customer to take a certain action, such as a purchase on your website, calling your business, or downloading an app. Different type of conversion type actions include: 1. Website actions: Purchases, sign-ups, and other actions that customers complete on your website. 2. Phone calls: Calls directly from your ads, calls to a phone number on your website, and clicks on a phone number on your mobile website. 3. App installs and in-app actions: Installs of your Android or iOS mobile apps, and purchases or other activity within those apps. 4. Import: Customer activity that begins online but finishes offline, such as when a customer clicks an ad and submits a contact form online, and later signs a contract in your office. 5. Local actions: Actions that are counted whenever people interact with an ad that’s specific to a physical location or store.