Lecture on Google's Performance Marketing

Jul 26, 2024

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Lecture on Google's Performance Marketing

Introduction

  • Job Opportunities: GoogleтАЩs Performance Marketing has around 4,000-5,000 monthly job openings.
  • Context: Big advertising budgets, especially around major events like elections.

Types of Google Ads Campaigns

  1. **Search Campaigns: **Optimized for sales, leads, or traffic.
    • Example objectives: Sales, Leads, Website Traffic, App Promotion, Awareness, Local Store Visits, Create Campaign Without Goal Guidance.
  2. Display Campaigns: Designed for brand visibility on partner websites and Google Display Network (GDN).
  3. Video Campaigns: Primarily for YouTube to drive engagement.
  4. Shopping Campaigns: For promoting retail business products, showing in Google Shopping results.
  5. Smart Campaigns: Simplified campaigns for small businesses.
    • Useful for local businesses with or without a dedicated website.
    • GMB (Google My Business) profile can be linked.

Setup Process

Creating a Google Ads Account

  1. Email Selection: Use a new email ID for a fresh setup to avoid previous data conflicts and access issues.
  2. Billing and Currency: Select according to the client's country specifics.
  3. Skip Campaign Creation: Useful for advanced setups with more control on features.

Campaign Objectives in Search Campaigns

  1. Sales: Driving direct sales from the ads.
  2. Leads: Generating inquiries or leads through ads.
  3. Website Traffic: Increasing traffic to your website.
  4. App Promotion: Driving app installs or re-engagements.
  5. Local Store Visits: Increase physical store visits.
  6. Without Goal Guidance: More control for advanced users.

Setting Up Campaigns Without Goal Guidance

  1. Full control over all campaign settings.
  2. Ideal for experienced advertisers to better optimize performance.
  3. Campaign types: Search, Performance Max, Display, Shopping, and Video.

Important Features and Tips

  • Skipping Campaign Creation: Allows using more advanced features later.
  • Use of Credit Cards: Recommended for higher stability and fewer account suspensions.
  • Billing Information: Set up based on location specifics to avoid payment issues.

Budget and Bidding Strategies

  1. Manual CPC: Best control, useful for testing new campaigns without overspending.
  2. **Conversion-Oriented Bidding: **Maximizes results based on historical data.
  3. Impression Share Bidding: For high visibility but requires a higher budget.
  4. Using Broad, Phrase, and Exact Match Keywords in Search Campaigns: Defines how closely the keywords match user searches.

Using Google Merchant Center for Shopping Ads

  1. Account Verification: Essential for linking with Google Ads account for Shopping ads.
  2. Setting up Product Feeds: Products need to be verified and synced with GoogleтАЩs Merchant Center.
  3. Campaign Creation: Performance Max or Standard Shopping; recommended to start with Standard for better control.

Advanced Features in Campaigns

Lead Forms

  • Integrate forms directly within ads for collecting user data.
  • Useful for capturing leads without directing users off-page.

Ad Extensions

  1. Sitelink Extensions: Adds extra links below your ad text.
  2. Callout Extensions: Highlight extra text to your ads (e.g., free shipping, 24/7 support).
  3. Structured Snippet Extensions: Specific aspects of your products/services (e.g., services offered or product categories).
  4. Call Extensions: Allows users to call your business directly from ads.

Keywords and Audience Targeting

  • Detailed Demographic Targeting: Age, gender, parental status, household income.
  • Custom Audience Segments: Retarget users who have engaged with your business.
  • In-Market Audiences: Target users actively researching or planning a purchase.

Summary

  • GoogleтАЩs ad platform offers diverse solutions for achieving various marketing goals from sales to brand awareness.
  • Different campaign settings provide flexibility for both novice and experienced marketers.
  • Advanced tracking through tools like Google Merchant Center ensures ROI and efficient management of ad campaigns.

Remember, understanding each feature deeply and setting them correctly will lead to better campaign performance and optimized ad spend. Always test, analyze, and optimize based on performance data.