Google Ads Insights

Audiences Instead Of Keywords

Perhaps you’ve heard the “rumor” that Google is placing less emphasis on keywords. Or maybe at this point I’m just “stating the obvious”.

If so, what’s the replacement for keywords? AUDIENCES

So instead of targeting keywords, we target humans. You know… the people who actually buy what you’re selling.

Makes sense to me.

In the Google Ads dashboard you will find everything about audiences inside Audience Manager. This is one of the tools under Shared Library. It contains 3 components: «Audience Sources, Audience Lists, Audience Insights».

So how about a quick review of the different AUDIENCE SOURCES that you can use to create Audience Lists (also called remarketing lists)…

  • Customer Data: Collect Visitor email addresses or phone numbers so you can show ads to them while they use Google Search, YouTube, or Gmail
  • App Analytics: Connect an app analytics tool such as Firebase to your account so you can remarket to your app Users
  • Google Play: Create remarketing lists based on your current app Users and in-app Purchasers
  • YouTube: Show ads to Users who have visited your channel, plus track what they do after watching your video ads, and get clicks with call-to-action overlays
  • Google Analytics Tag: Import audiences that you created in Google Analytics so you can show ads to them via Google Ads
  • Google Ads Tag: Collect data from your website so you can show ads to your website Visitors

AUDIENCE LISTS

After you choose one of the above Audience Sources you are ready to create an Audience List (or Remarketing List) based on that source.

Inside Audience Lists you can also see any remarketing lists that you created previously.

***Master the «Audience Manager» tool and propel your Google Ads CAREER or FREELANCE BUSINESS. I teach you how inside AD SCHOOL — The Non-Course Alternative.***
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Seller Ratings In Google Ads

« How do you put SELLER RATINGS in your ads? »

You don’t!
Okay I confess, it’s “sort of” a trick question.

That’s because Seller Ratings are an Automated Extension that Google sometimes inserts into your Search ads or Shopping ads.

I’m sure you have noticed those 4 or 5 bright yellow stars that often appear underneath a text ad? That’s the Seller Rating Extension.

But relax. Google won’t ruin your client’s business by showing 1 or 2 stars. The minimum rating is 3.5.

Regardless, I mention today’s topic regarding Seller Ratings to remind you that it’s possible to turn off Automated Extensions.

  • Dynamic Sitelinks
  • Dynamic Callouts
  • Dynamic Structured Snippets
  • Automated App Extensions
  • Automated Location Extensions
  • Automated Call Extensions
  • Seller Ratings
  • Longer Ad Headlines

How to disable ALL or SOME of the above…

On the left side menu select «Ads & Extensions», and then «Automated Extensions» tab at top. Look for the «3-dot ‘more’» icon on far right and click «Advanced Settings»

On the screen you will see the list of all Automated Extensions. They’re ON by default. You can turn OFF any of them.

***A better question is “how do you consistently acquire these ratings for your Google Ads clients?” When you can do this they will gladly pay for your expertise. Find out how inside AD SCHOOL — The Non-Course Alternative.***
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All The Video Ad Formats

It’s tough to keep up with the different formats of video ads that Google offers. Here are the 5 currently available…

Outstream Ads:
Mobile-only (or tablet) video ads that play inside apps or on ‘video partner websites’. They start playing with the sound off, but the User can tap the video to hear the audio.
Bumper Ads:
6-second videos that play before – during – or after another video. They are available on YouTube, apps, video partner websites. You pay based on «cost-per-thousand impressions (CPM bidding)».
Discovery Ads:
These are the video ads that appear next to the related videos on YouTube or on the YouTube search results page. You create this type of ad using a video thumbnail and some text.
Non-Skippable In-Stream Ads:
15-seconds (or shorter) video ads that play before – during – or after another video. As the name implies, Users must watch the ad before they can see the video they originally clicked on. You pay based on «cost-per-thousand impressions (CPM bidding)».
Skippable In-Stream Ads:
A video ad that plays before – during – or after another video, BUT with the option to skip it after 5 seconds. You can choose to pay by «Cost-Per-View (CPV bidding)». This means you will pay when a User watches for 30 seconds or clicks on the video ad.

***If you master the Google Search Network and also YouTube advertising you will be a client’s hero. You can with the help of AD SCHOOL — The Non-Course Alternative.***
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Cost-Per-Click on the Google Display Network

« How does cost-per-click work on the Display Network? »

Google Ads uses an ‘auction system’ to decide which ads to show and in what order. The ad auction for the Search Network and Display Network are quite similar except for one key difference — INCREMENTAL CLICKS.

But first… keep in mind that your ‘Max Cost-Per-Click’ is NOT what you actually pay for a click. You will pay what’s required to rank higher than the ad position that’s directly below you.

Now back to INCREMENTAL CLICKS

On the Display Network what matters most is “viewable ads”. Therefore, you will pay what’s required to rank higher than the ad below you, but only for incremental clicks.

AN EXAMPLE:
A particular web page has 2 ad positions to fill. Let’s assume your ad might receive 7 clicks if it shows in the most visible top position, but only 4 clicks when it appears in the second ad position.

The 3 additional clicks are called INCREMENTAL CLICKS because they allowed your ad to continue showing in the top position.

So… for those 3 ‹incremental clicks› you will pay what’s required to rank above the other ad. But for the remaining 4 clicks you will pay a lower price — the cost if your ad had actually appeared in the lower position.

Stated another way: Even though your ad was clicked 7 times for being in the top position, you only paid “full price” for 3 of those incremental clicks.

***Get paid what you’re worth for knowing important details like this. How? I show you how inside AD SCHOOL — The Non-Course Alternative.***
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Your Ads On Google Maps

« How do your Google Ads show up on Google Maps? »

This is done through the magic of LOCAL SEARCH ADS. But as you will see, they’re really not that magical.

Local Search Ads are simply “standard” Google Search ads that use information pulled from Google My Business and your Location Extensions. They also have the added bonus of including your clickable phone number.

When somebody performs a search on ‹maps.google.com› or uses the Maps app, your ads are automatically eligible to appear on Google Maps.

But that’s ONLY true if you have completed the following steps:

  • ♦ Link Google Ads & Google My Business accounts
  • ♦ Update your Google My Business profile
  • ♦ Configure Location Extensions in Google Ads
  • ♦ Implement Location Targeting within a 50 mile radius around your address.

That final step isn’t technically required, but it will help beat your competition for the limited space on Google Maps.

***Your clients will love you when you can implement features like this for them. And you will with the power of AD SCHOOL — The Non-Course Alternative.***
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