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The Ultimate Guide to Google Ads’ Paid and Organic Report
If you’re a marketer, you’d probably be aware of the many benefits of Google Ads. You would also know how recently Google Ads has become a marketplace that allows you to rank your web pages higher based on the keywords you’re targeting. All you have to do is pay the cost per click.
But the big question that we’ll be discussing today isn’t how to use Google Ads. Indeed, as marketers, we all have a basic understanding of it.
Today, we will be discussing the feature where the real magic happens. Have you ever heard of the paid and organic report feature on Google Ads? If not, don’t worry because that is what we’re going to be discussing today!
We will give you an all-together, comprehensive insight into what this feature is and how to utilize it for maximum success adequately.
So, without further ado, let’s get started!
The Paid and Organic Report: Defined
Let’s start by setting our fundamental understanding right and define the difference between the paid and the organic report.
The paid & organic report essentially enables you to see search terms that either triggered your ads to appear on Google, triggered Google to display unpaid (organic) search results for your site, or both.
It is an advanced way of understanding what role paid and organic searches have in reaching people online. Not only that, but the insights offered also allow you to remodel your ad strategy by what works best.
The Paid & Organic report shows metrics for text ads. It doesn’t display metrics for Shopping ads.
Here’s what Google Developers describes this feature as:
“The Paid and Organic Query report provide a holistic view of your search stats across ads and organic listings at the query level. It lets you analyze strengths and gaps in your overall search presence, and gives insight into how your paid and organic search listings work together to connect your business with people searching on Google.”
Why the Paid and Organic Report is Useful?
You now know the difference between the two reports, but you must be wondering why it matters?
The report can be quite a useful resource that can measure your ads’ impact and identify underperforming ads. Additionally, the report also shows interactions between paid and organic ads and organic ads in Google Ads, which will help you better gauge the differences between the two.
The most beneficial thing about the report, however, is that it effectively answers client questions. So, a paid and organic report is your ultimate answer to all those queries relating to why brand bids are more critical, what words are ranking well on Google Ads, and what terms should be further incorporated to ensure a well-rounded strategy.
The paid and organic report feature offered by Google is an incredible tool for your business. It is an exceptionally reliable way to examine how and when people make queries about your brand. With this search marketing tool, you can gauge the frequency of free organic search results listing your website pages and use it to tailor your ads accordingly.
Identifying your website pages’ search performance is crucial, as it ultimately provides insight into whether your content is meeting your potential customer’s expectations. An analysis of the search term’s frequency will give a bigger picture of consumer interests and enable you to leverage your business.
The report will enable you to create content around keywords that are proven to work, and in doing so, will exponentially improve your ad performance.
The paid and organic report feature offered by Google offers you essential insights – and let’s be real; that’s all you need if you want your ads to perform better online. However, the process of linking the paid and organic report to your account can be complicated and confusing.
So, to help you more conveniently navigate this process, the following paragraphs cover a step-by-step discussion of everything you are supposed to do.
How To Link Paid and Organic Report
To utilize the paid and organic report, you need to link your Google Ads account with Search Console. Sounds confusing? Let us explain!
How To Launch Report?
Follow these steps on Google Ads to launch your report:
- Go to the Reporting section in the top right corner.
- Select Predefined Reports from the drop-down menu
- Go to Basic
- Select Paid & Organic
Steps to Link Everything
So, once you’ve launched the report, what do you do next?
- Ensure you have access to Search Console – link Search Console with Google Ads
What is the Search Console?
Search Console is where all your organic data is stored. It is an entirely free Google service that will enable you to learn a bucket load of information about your website and its traffic.You can use it to find out how many people visit your site and how they find it, whether more people visit your site on a mobile device or desktop computer, and which pages are the most popular and successful on your site.It can also help you find and fix website errors, submit a sitemap, and create and check a robots.txt file. So, if you don’t have Search Console, you MUST set it up now.
- Grant access so that Google Ads and Search Console are on the same login
All of this (including your Search Console) needs to be on the same Google Account so that it can easily be linked and navigated while you’re following the process.If these tools are on different Google accounts, you won’t link everything together for the paid and organic report, so you must keep this in mind.
- In Google Ads Linked Accounts, link your Search Console.
The next step is to link your Google Ads account with your Search Console. How can you do it?
– Click on Tools
– Go to Setup and choose Linked Accounts
– Select Search Console; click Details
– Create a new link – add (+) your website information in this section.
– Click continue.
- Log in to Search Console and accept the link.
Once you’re done following the steps mentioned above, you’ll get a link. Make sure to log into the Search Console and accept the link.If you carried out these steps – congratulations! You’ve set up your paid and organic report. What now? For starters, remember that once you’re done linking data, you have to wait. Remember, this feature works only proactively, not retroactively – so, to make the best out of it, you need to wait for a few weeks.
Excel Report Setup and Pivot
Once you’ve waited a sufficient time for the report to track your data, you’re good to go. However, using the report as Google provides can be a complicated and time-consuming task. To save yourself the trouble, we suggest that you should export your report as a Microsoft Excel file and navigate the report on there. Here’s what you need to do:
- Export as Excel file
- Set date range
- Download as an Excel file
- Ensure that the Excel file shows a few different columns, i.e., Search Result Type, Query, and Metrics.
- Add a new column: Query Type.
- Filter out brand queries from Query column from Non-Brand Queries
- Separate Query Type for each of the elements accordingly.
Powering Google Ads & SEO Search Term Opportunities
So, how do you power the perfect SEO opportunity by utilizing the paid and organic reports? Creating simple filters should be sufficient for this purpose.
First, select cases where both ads and organic listings appear together. Then, create these listings.
Organic Clicks = 0
Ad Clicks = All
Show search terms that are triggering ads but not organic listings.
Organic Clicks = All
Ad Clicks = 0
Show search terms that are triggering – organic listings but not ads.
The Final Word
The paid and organic report feature on Google is underutilized. It goes without saying that to ensure that your business is ranking well on Google search, you need to create a paid and organic report. It will give you results analysis like never before and make your ad experience a whole lot better. Create your report now!
For more information on how the report operates, visit here “About measuring paid & organic search results.”
Automated Multi Budget Tracking
The world of Google Ads can be fascinating. In many ways, it can help bring success to your business. Or at least help you take off the idea and make it popular among your desired audience.
However, at the same time, it can also be relatively easy to get lost in, and getting lost in it can mean only one thing: losing your precious pennies. Well, A lot of precious pennies. And if you ask us when it comes to business, every single one counts a lot.
Accidentally going over your budget when it comes to Google Ads, or online ads, in general, is not an uncommon occurrence. Even the best of us end up losing money due to the failure of strictly following a budget. But don’t sweat, the answer lies in automated multi budget tracking.
Why Tracking Your Ad Budget is Important
To successfully incorporate the solution we present, you must first understand the importance of budget tracking. It is an essential practice for individuals; you must have a clear and detailed account of how much money you spend and on what. However, it’s even more critical of practice for businesses.
Wondering why? Let’s analyze a few crucial points quickly.
The Leading Reason for Failure
Lack of money due to losses is one of the main reasons behind most businesses failing. This point is highlighted no matter what expert you go to, so at this point, we are all very well aware of it.
Cash flow, for a business, is the most important thing. It means that you need to have the most efficient management system for your business expenditure.
As a business, you have a set budget that you must follow to ensure success. It doesn’t matter how small or big it is; what matters is that it should be followed. Not only that, but you should also be regularly tracking your budget and look out for any discrepancies.
Gain Autonomy Over Finances
By monitoring business expenses daily, you can virtually gain much-needed autonomy over money matters. The daily figures you will come to terms with will eventually become the markers to see whether you’re over or under your business budget. And at the end of all the work, you’re becoming more financially aware. However, with online ads, this is often not the case.
As mentioned earlier, it is straightforward to go over your budget when it comes to Google Ads. The primary reason behind this may be that many businesses don’t necessarily grasp how to utilize the platform. Another reason, though, is that people fail to keep a track of their spending.
But let’s get one thing straight: the only plausible way to avoid these issues is to control your budget. Or at least monitor it closely, so much so that you have autonomy over the expenditure. It shouldn’t come to a point where you excessively start stressing out over your business’s financial liabilities.
So in a nutshell, yes, that’s right, your expenditure must be followed if you want to ensure that you don’t get carried away. Besides, keeping track of where your money goes as a business is vital in other regards, too – it gives you an organized and cohesive outlook on how well your project is progressing.
The Benefits of Automated Budget Tracking
If we were to sum the benefits of automated budget tracking in a quote, it would probably be this one:
“It only takes a matter of minutes, and it’s the one thing you can do right now to give yourself a clearer snapshot of your finances. As a bonus, it’ll also give you a surge of confidence knowing where all your money is and naturally help you make smarter decisions throughout the days as well — full well knowing it’ll be reflected in the next month’s update.”
– J Money, BudgetsAreSexy.
Why is automated budget tracking the solution? Well, this one’s a no-brainer. Who wouldn’t want a tool that can automatically calculate all of the money, expenses, and budget adjustments? Just imagine – all of that in one place.
Enter the Google Sheets Solution
There are quite a few apps that you can use for tracking your expenses – but what better way than to use a free Google service for the task of managing your ads?
Yes, you heard that, right! You can easily use Google Sheets to keep track of your budget for Google Ads. Not only that, but you can also link the data from other platforms such as Facebook Ads, etc., and put that in for the budget too! And the best part? It is not as complicated as one might assume!
Multi-Budget Tracking on Google Sheets – Walkthrough
Now, you can easily create your very own document using Google Sheets – but for this article, we’ll use a pre-made template. Feel free to check it out here.
So, what are all the incredible features of this document? Here’s a list:
- You can quickly build it using Google Sheets.
- You can centralize it for multiple accounts.
- You can connect it to API.
- You can make all your budget calculations.
- You can make it work with just a few free plugins.
Before we give you an entire rundown of how to use such a document, let’s go through some pointers:
- Always save your date ranges and budgets beforehand.
- You can quickly import whatever data you need to incorporate into your tracker.
- Overlook the tracker regularly to get a snapshot of your performance.
Instructions – Data Input
Let’s look at how you can input data into your document to turn it into a functional budget tracker.
- Ensure you are logged into the same Google account that has access to your Google Ads account.
- Install Google Analytics spreadsheet add-on and start using it.
The Input Tab:
- On your Input sheet, set the campaign start and end date.
- On your Input sheet, Input Client 1 ‘Name,’ ‘Budget,’ ‘Analytics View ID,’ and ‘Goal Id Number’ in individual cells.
- Report for Clients 2 and 3.
- Run the Google Analytics add-on. (Refresh > Add-On > Google Analytics > RUN REPORT).
The Output Tab:
(Optional) On the output tab, you can edit the revenue model.
Additional Things to Keep In Mind:
- Ensure you use the View ID for Google Analytics.
- Ensure that the client’s view profile is set at the same currency as the Google account.
- You’ll get a detailed output of all your data.
- You can look at your daily stand.
- It’s straightforward to read.
- You can further update the output by incorporating data from sources such as Facebook Ads.
- Your output will include a snapshot of your spend goal vs. your revenue.
- Your output will also include management revenue.
Why This Is the Ultimate Solution
Now that we have covered the entire process, let’s get to the main point: why should you use this?
Creating an automated spreadsheet that helps to keep track of your budget can indeed be a lifesaver. The process that we have covered above is hugely beneficial because it allows you to link multiple accounts together and observe your budget altogether, comprehensively in one place.
If you have multiple Google Ads accounts, you must realize how vital tracking your budget can be and how it can be quite a hassle to stay vigilant on all ends. This automated spreadsheet that you create will be the end of all those issues! It will help you track all your budgets in one centralized location.
Moreover, the tool will give you more in-depth insight into your business practices. Let’s be real; there is always room for adjustments for business expenditure, and this tool will help you identify areas where those adjustments can be made. All in all, an automated spreadsheet is the way to go for multi budget tracking.
Google Ads Campaign Experiments
Google Ads is an excellent platform for brands to craft the most functional ad strategies and use them. Within the article, you will find numerous techniques and features that improve your ad experience by miles!
Today, we’re going to focus on one such tool. Ads Campaign Experiment is a fantastic, extremely potent tool that allows you to refine your ads in the most risk-proof way possible.
So, to help you implement this feature into your ad journey, this article will answer the following:
- What is Ads Campaign Experiments (ACE)?
- How can you use ACE?
- How to set up ACE?
- How to interpret and analyze your report, ACE?
So if you’re looking to use this feature by Google Ads to enhance your strategy – keep reading!
What is “Ads Campaign Experiments”?
“After you’ve finished a draft, instead of applying your changes to your original campaign, you can convert your draft to an experiment. Note that while you can have multiple drafts for a given campaign, only one of those drafts can run as an experiment at a time. As you set up your experiment, you can specify how long you’d like it to run and how much of your original campaign’s traffic (and budget) you’d like it to use.” – Google
So what exactly are these campaign experiments that we (and everyone else) keep talking about? Essentially, they are a way of taking an existing, running campaign and then making your desired changes to a draft version that you can analyze for efficiency.
You’re comparing your experimental version to the original one and looking at how specific changes would impact your goals and overall strategy.
Fundamentally, ACE is a rigorous and systematic way of making changes and deciding whether those changes are useful for your ad experience. This is particularly beneficial because here’s the thing: all Ads accounts should be tested! ACE allows you to challenge your assumptions, improve yourself, keeps your clients and stakeholders happy.
ACE is advantageous as it allows you to quickly test changes to a campaign without actually committing to the changes! You can measure the effect of changes on a campaign before even applying said changes – this provides a robust framework for statistical testing significance while simultaneously minimizing the risk around campaign changes. Additionally, it also allows you to split traffic between original and experiment on a comfortable level.
There are no significant drawbacks to this feature other than some automated bid strategies are not available on experiments. Here’s a list of all the features not supported by ACE:
- Target Search Page Location
- Target Outranking Share
- Target Return on As Spend (ROAS)
How can you use Advanced Campaign Experiments?
You can use ACE to make various changes to your drafts without actually making them your original campaign. Let’s have a look at a few of the examples of how you can use ACE.
1) Bid changes and position changes
You can use ACE to make changes to bids and positions and see what effects they could have on your ad campaign. The idea here would be to test a different ad position that is connected with a separate bid. So, what you can do is bid down 20% on all keywords or try to move from position 2 to 3, or you can bid upon the higher position.
The primary purpose is to make specific edits to the drafts, analyze their results, and then decide whether to apply them to the campaign.
2) Test traffic to a new landing page
Usually, when you introduce new landing pages to your campaign, you might feel like updating the whole plan to accommodate them.
However, what is the need for that commitment when you can easily change your landing pages in the experiment first! That way, if the changes you make don’t give you a strong report, you can not only find out very quickly, but you can roll the changes back as quickly.
It will allow you to conveniently analyze the impact your landing page may have on the ad process’s efficacy, with no risks involved.
3) Test a significant change in ad copy
Additionally, you can run an experiment before making any substantial changes in the ad copy. It is better to do that as it enables you to see whether it makes the desired difference. Again, you’re essentially minimizing the risk of things going wrong with your campaign before making any alterations.
4) Test “Dynamic Keyword Insertion.”
Like the other factors listed above, dynamic keyword insertion can also be experimented upon before committing to any changes. This is another way of minimizing risk and checking a change before making it. You can then examine and analyze why it is crucial to see whether it makes a difference.
5) Test campaign settings
You can also test different campaign settings such as ad rotation setting, search partner network, device bidding, and schedule. Remember that before you choose a setting, testing it can be beneficial for your campaign.
6) Test removal of significant keywords in the campaign
Maybe you want to remove specific keywords, but you aren’t sure of their impact on your campaign. You can test that in the experiments, too, before making a decision! The key to constructing a successful campaign is to make sure that no detriment is made to it because you fail to test any changes you make.
How to set up a campaign experiment?
Following these simple steps laid out by Google, you can easily set up your campaign experiment.
- Sign in to your Google Ads account.
- From the page menu on the left, click Drafts & experiments, then click Campaign Experiments at the top of the page.
- Click the plus (+) button.
- Click Select draft, and select the draft you want to turn into an experiment.
- Enter a name for your experiment.
- Choose a start date for your experiment.
- Choose an end date for your experiment.
- Enter the percentage of the original campaign’s budget that you’d like to allocate to your experiment.
- Search campaigns, under “Advanced Options,” choose how you want to split your experiment.
- Click Save to finish creating the experiment.
*Once you create your experiment, you can find your experiments listed alongside your regular campaigns, as well as on your “Campaign experiments” page.*
How to interpret the campaign report?
The key idea here is to have a goal in mind about how you decide that the experiment has succeeded! Then, you can figure out how to measure that goal by choosing what metrics to optimize. Keep in mind that you will have to pick between multiple metrics and decide which ones matter more than others in case of contradictory results.
A Few Extra Pointers
Let’s part with a few extra tips and tricks you should keep in mind.
- Experiments are only available for Search and Display Network campaigns – not for Video, App, or Shopping campaigns.
- You can schedule up to 5 experiments for a campaign, but you can only run one experiment at a time.
- It may take some time for your experiment’s ads to complete the review process and start running.
- You can decide what percentage of your original campaign’s budget that you want to allocate to your experiment.
We hope the discussion helps you navigate Campaign Experiments and utilize them for a successful ad campaign. Good luck!
Auditing your Google Ads Account for Maximum Efficiency
Have you ever wondered whether your Google account is as compelling as it should be?
If you have, you’re not the only one! Despite using Google Ads regularly, many people fail to utilize it properly. This problem derives from a lack of knowledge and experience regarding the audit of Google Ads account.
So, to ensure that you don’t succumb to this fate, we have crafted the audit process’s ultimate walkthrough.
Why Are Regular Audits Important?
Doing regular Google Ads audits is crucial as it allows you to gain a stronger hold on your Google advertising account performance. Additionally, it also pinpoints areas that need improvement so that you can put more focus on those areas.
The ultimate objective of the audit is to find places where you’re underperforming so you can get better results and save money on your Google Ads. It will help you refine your Google account for the benefit of all your ad campaigns!
As an overview, here are the four aspects of the audit that we will discuss in this blog post:
- Account Structure
- Campaign Settings
- Ad Groups
- Other Issues
Account Structure – Structuring your Campaign Properly
Let’s start with the basics. How should campaigns be structured for maximum efficiency? Different issues surround this area, and the succeeding sections aim to help you tackle those.
Before we move onto more campaign-specific tips, here are a few general tips to be kept in mind:
- The campaign structure must be well-thought-out.
- The campaign structure should closely match the website structure.
- There is a difference between simple and extended structures – you must choose the one that better suits your ad purpose.
- Make sure that your campaign has a well-segmented structure.
- The ad group quantity you’re working with should be manageable, and you wouldn’t get overwhelmed with all the insights.
- Ensure that the campaigns are separated and not combined (search network and display network should be separated!)
- Review geo-targeting and ensure that it’s functional.
e-Commerce Campaign Structure
For e-Commerce campaign structures, you must ensure two things:
- Target product categories with search ads
- Target product pages with dynamic search ads
Google Shopping Campaign Structure
The only thing you must remember while executing a Google Shopping campaign structure is to create a three-tiered account structure so that your campaign priority is high.
Campaign Settings – Making Necessary Tweaks
The second most important part of the audit process is to fix your campaign settings. While we will point out any relevant setting for each of the sections that we discuss, let’s look at some general ones pertinent to your Google Ads account’s efficiency.
Campaign > Settings > Additional Settings > Location
Here, the default setting will be “show to people with interest in your target location” – you must change this! This setting will show your ads to everyone interested in your target location, not just people there.
Unless your ad’s purpose requires you to involve people in other geographical areas, this is a particularly detrimental ad setting and must be changed to avoid extra incurring costs. Show to people who are in target location only; it saves you money.
Campaign > Ad Schedule
According to Google:
“You can use the ad schedule to:
Specify certain hours or days of the week when you want your ads to show.
Set bid adjustments to increase or decrease your bids for specific days and times.
By default, your Google Ads campaigns are set to show ads “compelling.” This means your ads are eligible to appear throughout each calendar day. Keep in mind that if no one searches for your keywords at the specified time or day you scheduled, your ads are not going to show.”
In that regard, for your audit, you should utilize the ad schedule to check if any bid adjustments have been made. The good thing is that you can review adjustments across different technology such as mobile devices etc., via this page, which allows you a greater insight into your campaign and maximum success.
Ad Group Review – Tips to the Ultimate Audit
Here’s what you need to look out for.
ETA stands for Expanded Text Ads and is the latest feature provided by Google. Here are a few pointers about the new feature, as found on Google’s feature:
“Expanded text ads overview
Expanded text ads are similar to the text ads you’re used to, but with a few key differences.
Expanded text ads have three headline fields. The first two headline fields are required, while the third is optional. The extra headline field allows you to include additional text in your ads. You can use up to 30 characters per headline. The headlines will appear next to each other, separated by a vertical pipe (“|”). Depending on the size of your potential customer’s screen, they may wrap to a second line. The third headline can appear more often on wide mobile devices.
Expanded text ads also have two 90-character description fields, giving you more control over your ad’s messaging.
The domain of your display URL is based on your final URL domain. Google Ads will use the domain from your final URL and show it as your ad’s display URL. For example, if your URL is www.example.com/outdoor/hiking/shoes, your ad’s display URL will show as www.example.com. The display URL can include two optional “Path” fields. (…)
Expanded text ads are mobile-optimized. A preview of your ad in both desktop and mobile format is generated for you while you’re creating your expanded text ad.
The text above reflects how much of an advanced feature Google’s ETA is. This makes it a crucial part of your audit process. Therefore, keep in mind that:
- It is essential to see that all headlines have been filled.
- Similarly, it is significant to fill all description lines too.
- You’re supposed to use as much ad space as possible – this is key for your ad’s success.
- Incorporating the right path in the URL is of the essence.
- ETA space may vary according to ad type – check before you structure your ad.
Reviewing the ad copy is the next step in your audit journey. You should be getting your Ad copy made by someone who has a good command of the English language. They should also incorporate proven techniques such as CTAs (Calls to Action) to maximize the scope of success for your ad.
While incorporating keywords into your campaign, stay mindful of:
- Dynamic keyword insertion
- Incorporation of keywords in multiple ads across campaigns
- Quantity of keywords should be manageable – a tightly defined concept is the way to go (so don’t use too many keywords!)
- Relevance to the ad groups
- The broad match types (these should make sense)
- Review ad extensions to check they’re not running any core extensions, especially if they’re service-based.
- Check call/call-out extension to get deeper insights.
Different audiences apply, but Google Accounts should have adjustments on those audiences – review those!
This can be done by utilizing Google Ads insights. Google Audience Insights is designed to help the user by giving valuable information about the people in your remarketing lists and finding new audiences.
Suppose you’re using Google Ads conversion tracking, for example. In that case, Audience Insights can be a potent source in terms of helping you find the audiences related to your “All converters” remarketing list. This can, in turn, help you expand your targeting/adjust your bids to reach these high-performing audiences better.
Audience review is essential for both shopping and search ads as it allows you to gauge a better picture of your consumer profile.
Others – Final Adjustments
Although we have tackled the most significant issues that you can face while auditing in the discussion above, there are other things that you should be doing to avoid any other problems that may arise. For example:
- Execute campaign experimentation
- Undertake 404 error checking through script error checker
- Review Account Settings – first check that auto-tagging is turned on, then review inventory type.
- Check recommendations – they apply automatically after 14 days, so make sure they are turned off as they are not always beneficial and often unnecessarily cost you money.
- Review conversion rates on landing pages.
- You should also review bounce rates and exit rates on landing pages.
Artificial Intelligence & Machine Learning in Google Ads
In the 21st century, everything has at least some dependence on artificial intelligence. AI is continuously making our lives easier; from convenience to time-efficiency, AI has introduced all excellent things to our lives.
So, what if we told you that your Google Ads account is also increasingly dependent on AI? Would it even be a surprise, considering all the magical things it can do based on just a few numbers?
The techniques that optimize and enhance your Ads experience heavily rely upon the use of AI! The truth is, Google Ads is rapidly moving towards an utterly AI-centered landscape, and one can determine that it is indeed for the better.
How Is Artificial Intelligence A Part of Google Ads?
If you were to undertake the journey of optimizing your Google Ads yourself, you would very quickly realize that it is a complex learning process that comprises understanding a wide range of concepts. As a cherry on top, lots of different data and statistics are involved – so many that they make it virtually impossible for an average human being to stay on top of things.
That’s where AI and machine learning algorithms come in. They take care of all the overwhelming facts and figures needed to optimize your Google Accounts. Moreover, AI does it in a way that saves time and delivers a far more powerful performance than our manual efforts ever could.
While humans are (and hopefully will always) be in charge of strategy, creativity, and supervision – AI is here to take care of everything else, especially when it comes to Google Ads.
This blog post discusses some of the most powerful AI features that Google Ads provides its users. We’re going to cover:
- Auto Rotate for Budget and Ads
- Dynamic Search Ads
- Smart Bidding Strategies
- Lookalike Audiences
- Data-Driven Attribution Model
Defining AI and Machine Learning
Before we get into all that, let’s get the context. What is “artificial intelligence?” And even more so, what is “machine learning?”AI is an umbrella term for technology that enables machines to mimic humans – it’s what makes computers “smart.” As mentioned earlier, AI is the crux of all technology in the 21st century.
On the other hand, machine learning is the technical term for the same technique used to develop AI by giving computers adequate information and enabling them to learn from that data to extrapolate information and streamline processes.
Auto-Rotate for Budget and Ads
Ad rotation is the way we deliver your ads on both the Search Network and the Display Network. If you have multiple ads within an ad group, your ads will rotate because no more than one ad from your account can show at a time. Use the ad rotation setting to specify how often you’d like the ads in your ad group to be served relative to one another. – Google
Optimize Delivery of Budget
To optimize the delivery of budget, Google Ads provides users with two options. Standard and Accelerated. Standard is the recommended option by Google, and it’s because this option uses the machine learning algorithm.
Optimize the Rotation of Ads
Similarly, for the optimization of ad rotation, you get two options: Optimize and Rotate Indefinitely. Here, Optimize is the option that uses the machine learning algorithm and will use artificial intelligence to use adequate data to optimize the rotation of your ad.
Dynamic Search Ads
Dynamic Search Ads are the easiest way to find customers searching on Google for precisely what you offer. Ideal for advertisers with a well-developed website or a large inventory, Dynamic Search Ads uses your website content to target your ads and help fill in your keyword-based campaigns’ gaps. Without Dynamic Search Ads, even well-managed Google Ads accounts with many keywords can miss relevant searches, experience delays getting ads written for new products, or get out of sync with what’s available on advertisers’ websites. – Google
Dynamic Search Ads have been around for a while. How they work is by making you set up parameters via auto targets – it enables Google to choose the most relevant page and then populate the ad headline accordingly. All you’re supposed to do yourself is to add negatives terms and monitor search terms. This will allow you to accelerate the machine learning aspect of this process.
Google claims that the dynamic search feature gives the following:
- 30% higher CTRs
- 30% lower CPCs
- 35% lower CPAs
Smart Bidding Strategies
Smart Bidding is a subset of automated bid strategies that use machine learning to optimize conversions or conversion value in every auction—a feature known as “auction-time bidding.” Target CPA, Target ROAS, Maximize conversions, Maximize conversion value, and Enhanced CPC (ECPC) are all Smart Bidding strategies. – Google
Smart bidding strategies are the crux of machine learning on your Google Ads account.
This area is where you tell Google you want to automate bidding within your desired parameter.
Then, using its AI and machine learning algorithms, Google comes up with a way to work towards that goal. It provides you with different strategies, and you can use them for your campaign.
The strategies presented by Google coordinate with the marketing funnel. For each level of the funnel, there is a strategy that corresponds.
For Awareness, we have:
For Consideration, we have:
For Conversions, we have:
Again, the type of strategy you use will vary according to the purpose of your campaign. One thing’s for sure, though; smart bidding adds value at every stage of the conversion process!
“Similar audiences targeting allows you to show ads to people who share characteristics with people on your existing remarketing lists.” – Google.
This feature also uses the machine learning algorithm. Your lookalike or “similar” audience is generated from existing remarketing lists. Audiences with behavior similar to those in existing plans from Google’s user data pool will be amalgamated in your “similar” audience.
The similar list adjusts by the remarketing list – a particularly AI characteristic of it. One thousand cookies are used to generate lookalike audiences, and they are automatically generated in the shared audience library. Through this feature, Google helps you find people who share characteristics with your site visitors and show your ads to people whose search behavior is similar to yours.
Data-Driven Attribution Model
“Before making a purchase or completing another valuable action on your website, people may click or interact with several of your ads. Typically, all credit for the conversion is given to the last ad customers clicked. But was it that ad that made them decide to choose your business?
Data-driven attribution gives credit for conversions based on how people engage with your various ads and decide to become your customers. It uses data from your account to determine which ads, keywords, and campaigns have the most significant impact on your business goals. You can use data-driven attribution for a website, store visit, and Google Analytics conversions from Search Network campaigns.” – Google.
When you change your conversion action settings in Google Ads, smart bidding will automatically update – and that’s all you need to get started with this feature. The data-attribution model uses your account’s conversion data to calculate – the actual contribution of each search and clicks along the conversion path.
You can analyze companies’ different customer approaches with this feature. This would help determine where each store should sit.
Other than that, this feature is Google’s black box. We don’t know much about how it works, rather than the fact that it is the ultimate machine learning algorithm.
As we wrap up this concise yet comprehensive discussion of some of Google’s best AI features, keep in mind that this list is by no means exhaustive. There are many other features that Google utilizes that serve as an example of just how advanced artificial intelligence and machine learning have become.
Responsive Search Ads – The Ultimate Guide
Since Responsive Search Ads was first introduced, it has become one of Google’s most innovative, advanced features.
This guide will walk you through what Responsive Search Ads are, some of the best practices associated with them, and the benefits you can get. Without further ado, let’s get right into it!
Defining “Responsive Search Ads”
“Responsive search ads let you create an ad that adapts to show more text — and more relevant messages — to your customers. Enter multiple headlines and descriptions when creating a responsive search ad, and over time, Google Ads will automatically test different combinations and learn which combinations perform best. By adapting your ad’s content to match potential customers’ search terms more closely, responsive search ads may improve your campaign’s performance.”
So, what are responsive search ads? Essentially, Responsive Search Ads are Google’s latest, most flexible, and quite possibly the best search ad format. They enable you to write up to 15 different headlines and up to 4 other descriptions.
This makes the ads unique, as, with traditional search ads, you can only write your headlines and descriptions together to create one monotonous ad text.
With Responsive Search ads, all the headlines and descriptions can be arranged in 43,680 different permutations! In short, the ad testing possibilities with Responsive Search Ads are genuinely endless.
Additionally, Google automatically tests different combinations of headlines and descriptions to analyze which combination performs best. This ensures that eventually, your Responsive Search Ads serve the best possible message to different searchers depending on the keyword they search for, their device, their past browsing behavior, and other signals.
Benefits of Responsive Search Ads
Responsive search ads can help you in a variety of ways. Google claims that the ads enable you to:
- Create flexible ads that adapt to device widths, which gives you more room to share your message with potential customers.
- Save time by providing multiple headlines and description options and then leaves to Google to show your customers the most suitable combinations.
- Tailor your headlines and descriptions to fit your customers’ locations, regular locations, or locations of interest better.
- Reach more potential customers with multiple headlines and description options.
- Increase ad group performance by attracting more clicks and conversions.
Responsive Search Ads – Features
Now that we have made you sufficiently aware of just how great Responsive Search Ads from Google are let’s dive deeper into the why.
Size – “The Largest Ads to Reach SERP”
The Responsive Search Ads can show up to three 30-character headlines, a display URL with two 15-character path fields, and up to two 90-character description fields, making them the largest ads ever to reach the SERP.
Additionally, the ads are also capable of serving alongside any of your ad extensions! With up to 3000 characters of the complete text, Responsive Search Ads have left behind Expanded Search Ad biting the dust!
Responsive Search Ads are quite flexible. Smaller screens (like mobile) or busy SERPs may show fewer Responsive Search Ad components, so don’t always expect to see your 3rd headline or 2nd description.
Your responsive search ad will always at least show two headlines and a description, though, so it will always be more significant than traditional ads! This flexibility is reminiscent of Google’s Responsive Search Ads, which show different shapes and sizes following the users’ devices.
Better Than Expanded Search Ads
Other than the size, Responsive Search Ads are also better than Expanded Search Ads in different ways. As indicated by Google, Responsive Search Ads have a 5 – 15% higher CTR contrasted with standard search ads. This suggests its functionality and just one of the many advantages it brings to campaigners.
Like other features on Google, Responsive Search Ads are available both on desktop and mobile. Essentially, these ads combine machine learning with expanded text ads and ad extensions and give you a highly-persuasive ad that urges people to click-through and learn about your offer/product!
Machine Learning At Its Best
One of the unique features is its use of machine learning! To determine your most effective ad combinations, Google automatically tests different variations of your ad using the group of headlines and descriptions that you set. This is machine learning at its best!
How To Create Successful Responsive Search Ads
To create successful, Responsive Search Ads, you should use some of the best practices listed by Google. Let’s have a quick rundown of these.
1. Add as many headlines and descriptions as you can
Adding unique and relevant headlines to your ad can have just the right impact on its success. To increase the likelihood that your ad shows, keep in mind the following pointers indicated by Google.
- Provide at least 8-10 headlines.
- Provide at least five unique headlines. (Shouldn’t repeat the same or similar phrases.)
- Include a keyword in 2 headlines and have at least three other headlines that do NOT include your keywords.
- Include at least two unique descriptions.
- Try highlighting additional information about your product or service that isn’t mentioned in your headlines.
2. Recycle content from your existing text ads
You can conveniently recycle and reuse existing headlines and descriptions from your high-performing text ads. Essentially, you’ll be taking the best parts of those and incorporating them in Responsive Search Ads, ensuring better performance.
3. Incorporate popular keywords into your headlines
As suggested by Google, you should include keywords that serve your ad group most often in your headlines. This will enable you to significantly increase your ad combinations’ relevance for search users, improving your responsive search ads’ effectiveness.
So, if there are five keywords in your ad group and three of them have the most traffic, you should add those keywords to your headlines to improve ad performance!
4. Improve Ad strength
Remember that your ultimate goal should be to get to a ‘Good’ or ‘Excellent’ ad strength rating. Ad strength essentially allows you to get feedback that can focus on providing the right messages to your customers.
5. Don’t over-pin
Pinning headlines or descriptions can be beneficial in ensuring that your ad’s essential parts always show.
However, they also restrict the messages and automatic variant testing that Google is capable of. By pinning more than necessary, you’ll be limiting the performance of your ad and therefore affecting its success negatively.
6. Test only one Responsive Search Ad per ad group
Remember that Google is automatically testing the different elements of your Responsive Search Ads against one another. This means that you don’t need to include multiple Responsive Search Ads in the same ad group. Testing more than one responsive search ad can prevent you from slowing down the optimization of your ads.
The Key Takeaway
Concluding, we can confidently determine that Responsive Search Ads enable you to considerably cut your workload and save money by minimizing the time needed to test and manage ad variations. In short, Google does all the work for you while you sit back and enjoy the best of machine learning, making your ad campaigns successful!
Custom Audiences and Life Events: The Unsung Heroes of Audience Targeting
As an ads campaigner, you must already know of Google Ads’ potency. Its competence and high-functionality in helping us achieve all our ad experience goals is not an unknown fact. Smart features like Responsive Search Ads and Data Attribution Model are well-known and take the well-deserving spotlight for being game-changers for digital marketing and advertising altogether.
However, the thing about Google is that just when you think it has reached the very peak of functionality, it hits you with even more awesome features. And some of these never get the recognition that they deserve!
Today, we bring to your attention two such features: Custom Audiences and Life Events. While not wholly unknown, these features aren’t as discussed as some other elements offered by Google.
In this article, we will cover all there is to know about these two components, how they help you with audience targeting, and how you should be incorporating them into your ad strategy as a whole.
So without waiting any further, let’s get right into it!
Why is Audience Targeting Important
Advertisers must understand the value of audience targeting, as it can very possibly be the make or break factor behind your entire campaign’s success. The more specifically you target your audience, the better results you’ll get in sales and CTRs.
For this reason, it becomes essential for all brands to implement targeted advertising in their strategies. Lucky for us, Google plays a vital role in assisting us in creating an ideal audience by providing many features, including Custom Audiences and Life Events.
Custom Audiences – What is It?
Custom audiences is a powerful feature offered by Google that makes audience targeting incredibly easy for you. It has an accuracy rate of 50.4 percent, making it an essential, must-use component.
Essentially, the Google Ads feature allows your business to use customer match marketing and create a custom audience from your email lists, which you can upload directly to Google Ads. This improves audience targeting and enables your brand to concentrate its sources and effort on a very particular set of people that are likely to engage with their message.
According to Google, this is what the feature entails:
“Custom audiences help you reach your ideal audience by entering relevant keywords, URLs, and apps.
You can set up a custom audience in your Display, Discovery, Gmail, and Video campaigns by adding specific keywords, URLs, and apps related to your product or service. Google Ads will then show ads to people with these interests or purchase intentions on pages, apps, and videos.”
Essentially, the primary purpose of custom audiences is to choose the audience that fits your campaign’s needs the best! The mechanism of the algorithm this feature employs is based on your campaign goals and bidding strategy. The system identifies and interprets all the data that comes from and chooses an audience focused on either reach, consideration, or performance.
In short, Google integrates complex AI practices that reduce your workload as a campaigner and ensures that the ad experience is reaching the right people.
How to Create Custom Audiences?
Here’s how you can set custom audiences through Audience manager:
- Sign in to your Google Ads account.
- Click the tools icon in the upper right corner.
- Under “Shared library,” select the option of Audience manager.
- From the menu at the top, select the Custom Audiences page.
- Click the plus button to create a new list.
- Fill in a name for your custom audience.
- Then select the following two:
People with any of these interests or purchase intentions.
People who searched for any of these terms on Google.
- Click Save audience.
If you want to set custom audiences within your campaign, you can do that too. Here’s what to do:
- Sign in to your Google Ads account.
- From the navigation bar on the left, click on the name of the specific campaign you are adding custom audiences to.
- From the page menu to the right of the navigation bar, click on Audiences.
- Click the pencil icon Edit.
- The “Edit audiences” section will appear. In that section, click Browse.
- Select Your custom audiences.
- Select the following:
People with any of these interests or purchase intentions.
People who searched for any of these terms on Google.
- Click Save audience.
Life Events – What is It?
Life events by Google is another feature that enhances audience targeting and makes sure that the people you’re focusing your brand message and resources on are the ones interested in it! Google does this by enabling you to:
“Engage with viewers on YouTube, Gmail, and Display around important life milestones, like graduating from college, moving homes, or getting married. By understanding when these moments are taking place, you can tailor your advertising to reach the right users with the right messages.
Like other important milestones, life events are infrequent, and as a result, may reach smaller audiences compared to affinities. However, since life events may correspond with many related purchasing decisions, they’re often more extensive than in-market categories, communicating with a single purchasing decision. For example, someone who’s about to move will likely buy new furniture, moving services, mortgages, and other moving-related items during the months of their move.”
Since Google introduced the ability to target users based on their recent or upcoming significant life events, Google Ads has become an even more useful portal to target an ideal audience. Moreover, recently Google added to the tactics it provides and released additional life events to make audience targeting even more nuanced!
This feature allows you to create a target audience based on the following life events/milestones:
1. Business Creation
- Recently Started a Business
- Starting a Business Soon
2. College Graduation
- Graduating Soon
- Recently Graduated
3. Home Renovation
- Recently Renovated Home
- Renovating Home Soon
4. Job Change
- Recently Started New Job
- Starting New Job Soon
- Getting Married Soon
- Recently Married
- Moving Soon
- Recently Moved
7. New Pet
- Adding Cat to Household Soon
- Adding Dog to Household Soon
- Recently Added Cat to Household
- Recently Added Dog to Household
8. Purchasing a Home
- Purchasing a Home Soon
- Recently Purchased a Home
- Recently Retired
- Retiring Soon
How to Set Up Life Events?
To utilize life events as a target advertising factor, you will have to set it up. It’s a relatively simple process – just follow the steps laid down below:
- Sign in to your Ads account.
- Click Audiences on the left-hand sidebar.
(In the middle of the screen, you’ll see a table that shows all your audiences. It will be empty if you haven’t defined any audiences yet.)
- Click on the plus sign next to Audiences to create a new list.
- Next, click Select to add an ad group. Choose one of your ad groups from a campaign.
- The table below selects the type of audience you want, i.e., Intent and life events.
- Below Life Events, you’ll see several life event choices – click on the event that is best suited to your ad group marketing message!
- Click Save.
The Key Takeaway
Although they’re not discussed often, these two features can make the ultimate difference to your ad campaign strategies. And considering how easy they are to set up now that we have given you a comprehensive walkthrough, you really should check them out.