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Search engine marketing and display advertising | Google Digital Marketing & E-commerce Certificate — Transcript

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0:01[music]
0:05Welcome to the section on how to
0:07understand and apply search engine
0:09marketing and display advertising. In
0:11this section, you'll learn about online
0:13paid advertising, specifically ads in
0:16search engines on websites and apps.
0:20I'll teach you how to advertise in the
0:22Google search engine results when
0:24someone does a search related to a
0:26product or service. We'll also teach you
0:28how to advertise on other websites
0:30through something called a display
0:32network. As a digital marketer or
0:34e-commerce analyst, you're likely to be
0:36involved with online advertising. It's a
0:38common task for the roles and an
0:40important skill to have. I'll start this
0:43section by going over search engine
0:46marketing or SEM and why a marketer
0:48would do it. SEMbased ads display when
0:51someone makes a query in a search
0:54engine.
0:55Then you'll learn specifically about
0:57paid ads in Google search using the
1:00Google Ads platform. You'll get an
1:02overview of common Google ad formats.
1:05Then I'll teach you about the process to
1:07create an ad in Google Ads.
1:10You'll learn about creating the ad
1:12campaign bidding strategies and audience
1:15targeting. I'll also cover the different
1:17types of keyword match types as well.
1:20Then I'll introduce you to the ad
1:22auction, which determines where an ad
1:25appears in the search results and how
1:27much you'll pay if a user clicks on your
1:30ad. This is an important process that
1:33happens for every search that includes a
1:35Google ad. We'll then wrap up the
1:38section with details on how to create a
1:41great ad. Then finally, we'll discuss
1:45display advertising. These are
1:47visual-based ads typically placed on
1:49sites across the web. I'll go in depth
1:52on a specific type of display ad called
1:55responsive display ad. We'll discuss
1:58best practices for it and how to create
2:01one. You know, earlier I discussed my
2:04experience with SEO and how it helped
2:06expand my brand's reach. And then years
2:09later, I was launching a new company I
2:11founded. I needed a strategy faster than
2:14SEO to get my business in the search
2:16results pages. Search engine marketing
2:19ads came to the rescue. See, for me, it
2:22was a gamecher
2:24because in less than 24 hours, my
2:26company was on the top of search results
2:28pages.
2:30Search ads allowed me to get in front of
2:32my target audience at the exact moment
2:35they are looking for solutions for what
2:37we offered. I'm excited to teach you
2:40more about online paid advertising.
2:43Are you ready to get started? Great.
2:45Then meet me in the next video.
2:54There are two main ways to get a
2:56business found in search engine results
2:57pages, SERs. Search listings and paid
3:01ads. The paid portion of a placement on
3:04search results pages is called search
3:06engine marketing or SEM. Search engine
3:10marketing is increasing a product or
3:12services visibility on a search engine
3:14results page through paid advertising.
3:18As a digital marketer or e-commerce
3:20analyst, you may be tasked with setting
3:22up SEMbased ads. You may also need to
3:25review the performance of your ads to
3:28make improvements to existing ads. If
3:30you use SEM, when a potential customer
3:33searches for a product or service you
3:35provide, you know, they may see an ad
3:37for your business appear on the results
3:39page. Typically, you're not charged for
3:42your ad to show in search results, but
3:45rather once the ad is clicked. In this
3:48course, we will primarily focus on how
3:50to do search engine marketing on Google.
3:53We can talk about the search engine and
3:54its marketing with confidence, but you
3:57can also do SEM on other search engines
4:00as well. Marketers can also use search
4:03engine marketing with specific online
4:05e-commerce platforms where people search
4:07for products on the e-commerce site
4:09itself. They are called product-based
4:12search engines. For the purposes of this
4:15video, we will discuss how SEM works
4:17with internet search engines. This is a
4:19main type of online ad you will likely
4:21use as a digital marketer. Now that you
4:24have a basic understanding of how SEM
4:26works, let's talk about pay models. When
4:30doing SEM, you typically pay when
4:32someone clicks on your ad. This is
4:33called pay-per-click advertising or PPC
4:36advertising. PPC is a type of
4:38advertising model that allows businesses
4:40to only pay when someone clicks on their
4:43ad. Besides pay-per-click, there are
4:46other types of advertising pay models.
4:49One example is to pay by how many times
4:51someone sees an ad, also called
4:53impressions. That's why PPC advertising
4:56is desirable for many marketers and
4:58businesses. They only pay when someone
5:00takes an action and clicks on the ad.
5:03Additionally, PPC ensures Google is
5:06aligned with the advertiser. Google is
5:09motivated to show the right ads to
5:11users, ones that will get clicked on in
5:13order to get paid. Compare that pay
5:16model to a non-digital channel such as a
5:20a magazine. When you advertise in a
5:22magazine, you have to pay a large
5:23upfront cost. Plus, you can't really
5:26track the actions a reader takes. An
5:29exciting part of digital marketing is
5:31being able to optimize an ad based on
5:34user actions. It opens up the
5:36possibility to better serve your
5:38potential customers. Once you decide to
5:42place an SEMbased ad, where does it
5:44appear? Typically, SEM ads appear at the
5:48top and bottom of Google SERs. Where and
5:52when an ad appears depends on what type
5:55it is. For example, some SEM ads are
5:58shopping ads. They may display at the
6:00top of the search results page for a
6:02product-based Google search or across
6:05other Google online properties such as
6:07the shopping tab. Local search ads may
6:10display when someone searches for a
6:12business product or service locally.
6:15It's possible that no ads appear on a
6:18search results page.
6:20Now, imagine you're a marketer. Like,
6:23why would you choose to do SEM as part
6:26of a digital marketing strategy? What
6:28are its advantages? Well, here are a
6:31few. One advantage is that you can reach
6:34customers who are likely to buy from
6:36your company. SEM allows you to have a
6:39website, app, or product show in the
6:42SERs when someone types in a certain
6:44searches. For example, if you have a
6:47plumbing business in Phoenix, Arizona,
6:49and a potential customer searches for
6:51plumber in Phoenix, Arizona, it's likely
6:54they will be interested in your
6:56business.
6:57A second advantage of SEM is quickly
7:00appearing in the search results pages.
7:04If a website hasn't built up enough
7:06authority or reputation to receive
7:08traffic for certain search terms in the
7:11search listings, SEM may be beneficial
7:14to help with additional visibility.
7:16Difficulty appearing in search results
7:18can be particularly true for a new
7:20website. While a new website can appear
7:22in search results fairly quickly, it can
7:24take time to build its authority and
7:26reputation for competitive search terms.
7:29Another advantage is that you'll learn
7:32which of your ads are driving sales. If
7:35you're launching a new business website,
7:37it's likely you aren't receiving many
7:39website visitors. That means you aren't
7:41recording much analytics data.
7:44that can make it difficult to determine
7:46if customers are connecting with certain
7:48web pages more than others or measuring
7:50whether certain pages are converting at
7:52a higher rate. Using SEM, you can drive
7:56traffic to specific web pages on your
7:59website to collect data that allows you
8:01to determine which content is performing
8:03well and which can be improved.
8:06A fourth advantage of SEM is control
8:09over where you send the searchers.
8:13Just because a web page ranks high in
8:15the search listings for a given keyword,
8:17that doesn't mean it's the best page for
8:19a conversion. SEM gives you the control
8:23over which page shows in search engine
8:26for a given search. For example, in a
8:29plumbing business, potential customers
8:30are searching for leaking water heater
8:34repair. Your homepage rank in the search
8:36listings in Google for this search.
8:39However, you would like a page with a
8:42lead form or a number to call for a
8:44leaking water heater repairs. With SEM,
8:47you can tailor your messaging and use
8:49this more direct landing page for
8:51searches containing keywords related to
8:53leaking water heaters or water heater
8:56repair.
8:57As a reminder, a landing page is any web
9:01page where a visitor enters a website.
9:04Typically, the landing page should
9:05directly address the problem the
9:08potential customer is trying to solve.
9:10See, as a digital marketer or e-commerce
9:12analyst, you may be tasked with setting
9:14up SEM ads. You may also need to review
9:17the ad analytics to make improvements to
9:19existing ads. Similar to search engine
9:22optimization, search engine marketing
9:24can be one of the more complex skills
9:26you will learn as a beginning digital
9:28marketer. But don't worry, we're going
9:31to teach you some of the basics. And by
9:34the end of this course, you will have a
9:36great working knowledge of SEM and
9:38Google Ads.
9:46You may be wondering, what do these ad
9:48formats for Google Ads even look like,
9:51and when should you use them? In this
9:54video, you'll learn about several
9:56different types of Google ads. Over the
9:58years, the types of ads that display in
10:01Google search have evolved. The ultimate
10:03goal is to show ads that fulfill a
10:05searcher's need. And you as the digital
10:08marketer will use these ads to fulfill
10:10the needs of your potential customers as
10:12well. Let's go over some different types
10:14of ads you will encounter in the SERs.
10:17Text ads are classic ads with a title
10:21that is a link. Following the title is a
10:24short description. The description
10:26should appeal to the searcher and help
10:28them understand what they will find if
10:30they click on the web page. Shopping ads
10:34are specifically for e-commerce
10:36businesses. They show products related
10:38to the search. Often products from
10:41several different companies have
10:42shopping ads displayed. This type of ad
10:45differs from text ads because a photo of
10:47the product shows in the SERs.
10:51Local services ads are specifically for
10:53businesses with local service-based
10:56customers. For example, locksmiths,
10:57plumbers, electricians, and real estate
11:00agents. To use a local services ad, the
11:03business has to be screened by Google.
11:05This means someone from Google has
11:07confirmed it's a legitimate business.
11:10The screening gives a business
11:11additional credibility with potential
11:13customers. Google Maps ads are for local
11:16businesses as well. However, unlike
11:18local services ads, they can be for
11:20local product-based businesses. For
11:22example, a Google Maps ad may work well
11:25for a restaurant, a Julie store, or a
11:27fitness gym. Call ads are only for
11:30mobile searches, and they become popular
11:32as a result of more people using their
11:34phones rather than their computers to
11:37search for products and services. Call
11:39ads allow potential customers to click
11:41on the business to immediately make a
11:43phone call. For several Google ad types,
11:48there are several options for what is
11:49called an ad extension. An ad extension
11:52features additional information about a
11:54business, such as additional website
11:56links, a phone number, or an address.
12:00There are several ad extensions. Here
12:02are a few you should know about. Site
12:05link extensions include additional
12:07website links that may be helpful to the
12:09searcher. This type of extension
12:11appeared in our early text ad example.
12:15Call extensions make it possible to call
12:17a business by clicking on its ad.
12:19Another ad extension is the location
12:22extension. This extension enables
12:24customers to find a local business and
12:27pull it up on Google Maps. A fourth is
12:30the price extension which is
12:31specifically for e-commerce businesses.
12:33It lists a specific product and its
12:36price. When a potential customer clicks
12:38on the link, they are taken directly to
12:40the product page. A fifth ad extension
12:43is the structured snippets extension.
12:46This information highlights specific
12:48aspects of your products and services.
12:51Examples of available headers include
12:53services, brands, amenities, types, and
12:56and styles. In addition to the
12:58traditional search engine platforms,
13:00some digital marketers also consider
13:02YouTube a search engine platform. You
13:05may find that your potential customers
13:07use the platform to solve their
13:08problems. In that case, you may want to
13:11advertise there. A benefit of YouTube
13:13platform is that it can reach potential
13:15customers as they are researching a
13:17product or service. Often they are in
13:19the consideration phase of the marketing
13:22funnel. For example, a car dealership
13:25can advertise to potential customers as
13:27they're watching car reviews.
13:30Search engine marketing is an ever
13:32evolving advertising opportunity. As
13:35Google learns more about how to best
13:37serve searchers, the different ad types
13:40and extensions evolve as well. As a
13:42marketer or e-commerce analyst, it's
13:44important to know the type of online
13:46advertising opportunities available.
13:53As we've discussed, there are lots of
13:56different types of Google ad formats
13:59from search ads to sharpening and video
14:01ads. Regardless of the ad format, there
14:04are certain steps you'll likely take
14:07when creating any Google ad. You'll
14:09learn about those steps in this video.
14:12Your first step is to define your
14:14campaign goal. Your goal is what do you
14:17want to achieve with the ad? Do you want
14:20to make more sales, get more leads,
14:22increase website traffic, or encourage
14:24people to visit your store? The goal you
14:27choose will inform other campaign
14:29options. For example, imagine your goal
14:32is to increase website traffic. You'll
14:34likely want to select a type of bidding
14:36like maximize clicks. This will put your
14:39money, also called your ad spend,
14:41towards getting people to click on the
14:43ad. You may also encounter the word
14:45objective instead of goal, such as
14:48define your campaign objective. For
14:51Google Ads, these words mean essentially
14:53the same thing. Remember, your goal or
14:56objective is what you want to ultimately
14:59achieve with this ad. The next step is
15:02to choose your ad campaign type. This
15:05determines where your ads will show and
15:08what they will look like. The word
15:09campaign has a specific meaning in
15:11Google Ads. Campaigns are ads that share
15:14a budget, location targeting, and other
15:16settings. Campaigns are often used to
15:19organize categories of products and
15:21services you offer. Your Google Ads
15:24account can have numerous campaigns
15:26operating at one time. So your second
15:29step is to choose the campaign for your
15:31type of ad such as search, shopping,
15:33local or video. Depending on which
15:36campaign you choose, your ads will
15:37appear in different locations.
15:40For example, a search ad will appear in
15:42the SERs and a video ad will appear in
15:45YouTube. A local ad can also be in
15:47Google Maps, websites, and YouTube.
15:51Your third step is to set a budget for
15:53your campaign. This budget sets the
15:56maximum you will spend. Now, you can
15:59change it at any time. You will set a
16:01daily average budget that specifies how
16:04much you want to spend each day over the
16:06course of one month. Google Ads will
16:08automatically optimize your campaign
16:10spend over days of the month when you're
16:12more likely to get clicks and
16:14conversions based on your bid strategy.
16:16For example, on days when search traffic
16:18is higher. This means that on some days
16:21you might not reach your daily budget
16:23while on others might exceed it.
16:25However, you will never exceed your
16:27monthly spending limit. The fourth step
16:30is to choose your bidding strategy. If
16:33you select a campaign goal, you'll see a
16:35recommended bidding strategy. Google Ads
16:38allow you to choose your bidding
16:40strategy to ensure that your campaign is
16:42designed to meet your specific goal. For
16:44example, you might choose to focus your
16:46bidding on conversions.
16:49You can also select an automated bidding
16:51strategy. Many automated strategies use
16:54machine learning to improve ad
16:56performance. For Google Ads, think of
16:59machine learning as a set of software
17:01instructions that try to help the ad
17:04achieve its goal. An automated bidding
17:07strategy takes a challenge and guesswork
17:09out of setting bids to meet your
17:11performance goals. In an automating
17:13bidding strategy, Google Ads sets bids
17:16for your ads based on the ads likelihood
17:19to result in a conversion or a sale. The
17:22machine learning software in automated
17:24bidding strategies learn as they go. As
17:27your ads get served to more people, the
17:29bid performance informs future bidding
17:31amounts.
17:33The next step is to select your audience
17:36targeting. Targeting helps define how
17:39narrow or broad your audience targeting
17:42will be, which is deciding who you would
17:44like to see your ads.
17:47With no targeting, your ads will have
17:49the widest reach. Narrowing the
17:51targeting of your ads lets you reach the
17:53specific customers who are interested in
17:55what you have to offer. Remember your
17:58customer personas. Now is the time to
18:00put them into use.
18:02Common forms of targeting in Google Ads
18:04include keywords, audiences, locations,
18:08topics, and devices. While you can use
18:11the Google Ads tool to get ideas for
18:13targeting, typically your plan and
18:15determine these options before creating
18:17an ad. Planning ahead of time avoids
18:20making mistakes in the ad creation
18:22process.
18:24The sixth step is to actually just
18:26create your ad. The primary text ad
18:29format is responsive search ads, and
18:32they're composed of several headlines,
18:34descriptions, and a landing page URL.
18:37The engines then automatically test
18:39different combinations to determine
18:41which performs best. Don't forget,
18:44creating your ad is only one part of
18:46converting a potential customer. Your
18:49landing page needs to deliver what the
18:51potential customer expects to see when
18:53they click on your ad. Now, if they
18:55click on an ad and are confused by the
18:58landing page, you may lose that
19:00potential customer. The seventh step is
19:03to set up your conversions. To know if
19:06the ad is successful, you must learn if
19:09the potential customers are turning into
19:11paying customers. Conversion tracking
19:14can help track the actions that you want
19:16customers to take on your website. By
19:19tracking this data, you'll be able to
19:20assess the effectiveness of your ads,
19:23targeting, and overall campaigns.
19:26One way to track conversions is through
19:28a tool called Google Analytics. To track
19:31conversions, you'll connect Google
19:33Analytics directly to your Google Ads
19:35account. You'll learn more about Google
19:37Analytics in a course later in the
19:39program. Now before setting up any
19:42conversions, you need to provide users
19:44with clear and comprehensive information
19:47about any data you are collecting about
19:49them. You also need to get their consent
19:51to collect any data. Typically, this
19:54consent is gained through a website
19:56popup and agreement button. So the next
19:59time you see a pop-up about collecting
20:00any information, also referred to as the
20:03cookie consent bar, please read it. you
20:07may need to use something similar if
20:08you're tracking conversions for a
20:10website.
20:12That's a lot of steps to create a Google
20:15ad. Now, when you start to create an ad,
20:18it may feel a little overwhelming at
20:20first. That's okay. But once you learn
20:23the platform and create a few ads,
20:26you'll understand the process and feel
20:28much more comfortable. Stick with it.
20:37When doing search engine marketing,
20:39keywords are a foundational component.
20:43You should be advertising to the right
20:45type of potential customers in order to
20:47not miss out on any relevant traffic.
20:50This starts with accurate keyword
20:52research. Remember, keywords are simply
20:55the type of words or phrases potential
20:58customers are typing into Google search.
21:01Now, when choosing keywords for Google
21:04Ads, you don't have to enter every type
21:06of keyword exactly. Instead, you can use
21:10keyword match types. Keyword match types
21:12dictate how closely the keyword needs to
21:15match with the user's query. In order
21:17for the ad to show, there are three
21:20options: broad match, phrase match, and
21:24exact match. Broad match will show your
21:27ads on phrases that relate to your
21:29keyword. They may not include the
21:31keyword itself.
21:33For example, the phrases low carb diet
21:36plan may also appear in searches for
21:38carb-free foods, low carb diets, or lowc
21:41calorie recipes. To deliver relevant
21:43matches, broad match may also take into
21:46account the user's recent search
21:48activity and the content of the landing
21:50page. Yes, the Google Ads algorithm
21:53reviews the ads landing page to better
21:56understand the ad itself. The landing
21:58page is crucial to success with Google
22:00Ads. For broad match types, it's best
22:04practice to pair it with an automated
22:06bidding strategy.
22:08The second keyword match type is phrase
22:11match. These are keywords that include
22:13the meaning of your keyword. Phrase
22:16match is more flexible than exact match,
22:18but it's more targeted than broad match.
22:21For example, if the keyword is tennis
22:25shoes, the ad may show searches for
22:27shoes for tennis, buy tennis shoes on
22:29sale, or red tennis shoes. The ad
22:32wouldn't show for searches such as
22:34tennis rackets or training shoes, or can
22:36you wear running shoes for tennis? The
22:39third type is exact match. These ads may
22:42show in searches that have the same
22:43meaning or same intent as a keyword. Of
22:46the three keyword matching options,
22:48exact match gives you the most control
22:50over he sees your ad. For example, the
22:53keyword shoes for men may show on
22:56searches for shoes men, men's shoes, or
23:00men's shoe. The ad wouldn't show for
23:02men's tennis shoes or shoes for boys.
23:05Understand how that's very focused? See,
23:07all match types are able to match to
23:10close variants of the keyword such as
23:12plurals, misspellings, synonyms, and
23:14reordered words. That means there is
23:17usually no need to build long,
23:19exhaustive keyword lists that include
23:21all of these variations in your
23:23campaigns. When determining keywords for
23:26your Google ads, you should also
23:28consider negative keywords. When you add
23:30negative keywords, you exclude search
23:32terms from your ad campaigns. It helps
23:35avoid relevant searches that you know
23:37won't perform well. Google ad focuses on
23:40keywords that increase your account
23:42performance. You can use negative
23:43keywords for any of the matching options
23:46discussed earlier in the video. Let's
23:49cover one example for broad match
23:51keywords. With this match type, your ad
23:53may still show if the search contains
23:55some of your keyword terms. But it's
23:58important to note that unlike positive
24:00keywords, negative keywords won't match
24:02to close varants. For example, let's
24:04imagine running shoes is a negative
24:07broad match keyword. The ad may show for
24:10blue tennis shoes or running shoes, but
24:12it won't show for blue running shoes or
24:15shoes running or running shoes.
24:18Now, why are we covering all this
24:20information about keywords? It's very
24:22important that your keywords match for
24:24content of your ads and the landing page
24:27for something called the ad auction. The
24:29ad auction is how Google determines
24:30which ads show in what order for each
24:34search results that contain text ads.
24:36Where your ads show on a particular
24:38search is called ad rank, which is a
24:40value Google uses to determine your ad's
24:42position. There are three main factors
24:45that determine ad rank. The first is
24:47your bid. The bid is how much you're
24:49willing to pay each time a potential
24:50customer clicks on the ad. The more
24:53you're willing to pay, the higher it may
24:54show in the SERs. The second factor is a
24:57quality of your ads and landing page.
25:00With each auction, Google assesses the
25:02relevance of your ads and landing page
25:04to the user's query as well as a
25:06likelihood a user will click your ad. A
25:09diagnostic tool called quality score is
25:12your Google Ads account can help you
25:14identify areas for improving ad quality.
25:18Quality score is shown on a scale of one
25:21to 10. This score acts as a guide for
25:24improving your ad effectiveness and is
25:26not used in the auction. The third
25:29factor that determines ad rank are ad
25:31extensions. This is the additional
25:33information you provide in the Google ad
25:36such as a phone number or additional
25:38links to your website. You should use
25:40all ad extensions that are relevant to
25:42your business. Together, these three
25:46factors help determine when and if your
25:48ad will appear to potential customers.
25:52It's important to note that there are
25:53other ad rank factors as well, including
25:56context of the search and other results
25:58on the page. So, as you can understand,
26:01it's crucial to align your ads with the
26:03right keywords. And if you don't, your
26:05ads may show to the wrong type of
26:07searchers, and this may affect your ad
26:09rank. With closely matching keywords,
26:12the right bid, a quality ad, and a
26:15helpful landing page, you'll be much
26:17more likely to get your ad at the top of
26:20a Google search.
26:26Let's cover some of the best practices
26:28to create an effective search ad. In
26:31addition to encouraging potential
26:33customers to click on your ad, why would
26:35you want an effective ad? Well, an
26:38effective ad can appear higher in search
26:40results pages and generate more clicks
26:43and more conversions, sometimes even at
26:45a lower cost per click than your
26:47competitors. Here are several best
26:50practices to consider when creating your
26:53Google ad for search. Craft your
26:55messaging to focus on user needs and
26:58benefits. This indicates value to a
27:01searcher. They're more likely to respond
27:03to ads that include concepts important
27:05to them. Think about what the searcher
27:08wants from your ad. Is it reliability
27:11and trustworthiness? You may want to use
27:13language such as official site or do
27:16they want a wide selection of products?
27:18You may want to include view or
27:20inventory. This is a great time to put
27:23those customer personas to use. Review
27:26the persona's goal and consider adding
27:27them to your ad. Another best practice
27:30is to include at least one of the
27:32keywords in your ad group in your
27:34headlines. Remember, the headline is the
27:37clickable link at the top of your ad.
27:39The description is below the headline.
27:42Google will automatically test
27:44combinations of headlines and
27:45description. So, be sure any combination
27:48will read well. It's important to
27:50include text from keywords because
27:52that's what potential customers are
27:54thinking about. If you add connects with
27:56what they're searching for, they may be
27:58more likely to click on it. Also, there
28:00are a couple of advanced tools that
28:02place the keyword in the headline and
28:04certain customizations for automatically
28:06tailoring ad copy. You'll learn these
28:09advanced techniques as you grow your
28:11knowledge with Google ads. A third best
28:14practice is to avoid generic sales
28:16language. Phrases like call us today
28:18create a false sense of urgency. Keep
28:21the user benefit in mind. If there
28:24really isn't a benefit to the user,
28:27well, why would they even call today?
28:30Non-specific or generic calls to action
28:33such as sign up today or book today
28:36often show decreased engagement with
28:38ads. Instead of generic sales language,
28:42use specific and relatable calls to
28:44action. Imagine you're writing copy for
28:46a property management company. Instead
28:49of writing book now in the ad, write
28:52book your dream vacation rental. This is
28:55more specific and relates more closely
28:57to what the potential customer desires.
29:00Another best practice is to implement
29:02all ad extensions that make sense. Ad
29:05extensions provide additional
29:07information about the business. They are
29:09designed to make search ads more
29:12appealing by showing helpful
29:13information.
29:15Including ad extensions can also make
29:17ads more prominent on the results page.
29:20Extensions such as location, call, or
29:22app install improve the experience for
29:24mobile users as well as an easy way to
29:27separate the ad from competitors.
29:30Multiple extensions can show with your
29:32ads. So, enable everything that makes
29:34sense for your business. And when
29:37possible, try to enable at least four.
29:40Google Ads determines the best
29:42combination of extensions on an
29:43auctionby basis. A fifth best practice
29:47[clears throat] is to optimize your
29:49landing page. The ad and landing page
29:52work together to provide a great user
29:55experience. You should compare your
29:57keywords to the copy on the landing page
29:59and its overall user experience. The
30:02exact keywords don't need to be on the
30:04landing page, but the relevancy should
30:07be clear right away. Like ask yourself
30:09questions such as how useful is the
30:12landing page to someone who clicks on
30:14the ad? Is the page well organized? Does
30:16the text relate to someone's search
30:18terms? Is the landing page clear in its
30:20directions? You should also make your
30:23landing page reliable. Ensure it loads
30:25as quickly as possible. If page loads
30:28takes too long, users may get frustrated
30:31and leave the page. This indicates to
30:33Google that the ad and page may not be
30:36the best option.
30:38Just want to say nice work. I mean, you
30:40just learned some useful best practices
30:42for creating a Google ad for search.
30:46Think of creating Google ads as an
30:47experiment. You'll follow the best
30:50practices above and create different
30:52ads. You'll receive feedback and
30:55results. Then you'll tweak the copy of
30:58lower performing ads. Now, this is all
31:01in an effort to deliver the best ads and
31:03landing page to your potential
31:05customers.
31:07The more you practice, the better your
31:10ads will become.
31:16We already discussed SEM and getting ads
31:19placed in Google search. Another popular
31:22online advertising option is placing ads
31:25on other online properties such as a
31:27website or app that are not search
31:30engines. For example, if you sold
31:33children's furniture, you may want to
31:34get an ad for your products on a website
31:37about furniture trends. The marketing
31:40term for this type of ad placement is
31:42display advertising. Think of display
31:45advertising as visual ad formats placed
31:48on websites or applications.
31:50Let's imagine you're a digital marketer
31:52for an e-commerce company. You like to
31:54get your products advertised on websites
31:56with visitors who have similar interest
31:58as your customers. You can spend the
32:00time to contact websites and ask if they
32:02could put your ad on their website, but
32:05that would be a lot of work. Or you
32:08could sign up for a display advertising
32:10network such as Google Display Network.
32:13The Google Display Network is a group of
32:15more than 2 million websites, videos,
32:18and apps where display ads can appear.
32:20The network reaches over 90% of internet
32:23users worldwide. Now, within this
32:26network, you could use targeting to show
32:28your ads. in particular context such as
32:31outdoor lifestyles or a specific website
32:34or the ad could show for particular
32:37audiences such as young moms or people
32:39shopping for new sedans or can also
32:43include searcher locations and
32:45remarketing to previous website visitors
32:47as well. With display advertising,
32:50getting your ad in front of the right
32:52people is crucial. Unlike search ads,
32:55the people who encounter a display ad
32:57are not directly searching for your
32:58product or service. They're just merely
33:01seeing your ad. To increase the
33:03likelihood of a desired action, like a
33:06sign up or a purchase, you must deliver
33:08your ad to your likely customer.
33:10Generally speaking, there are two types
33:13of Google display ads, uploaded and
33:16responsive. With uploaded ads, you will
33:18have to create the ad graphic, meet the
33:21required specifications, and then upload
33:23the ad. There are several ad sizes to
33:26choose from, such as banner,
33:27leaderboard, and skyscraper.
33:30Marketers choose to create custom ads
33:31like this if they have a specific vision
33:34for their ad design. They also need the
33:36design resources and the time to create
33:38the ad. With responsive display ads, you
33:42upload the content such as images,
33:44headlines, logos, videos, and
33:47descriptions.
33:49Google Ads will automatically generate
33:50ad combinations. These ad combinations
33:54are for websites, apps, YouTube, and
33:56Gmail. While there's less control over
33:58what the ad looks like, some people
34:01prefer this responsive ad because it's
34:03easier. They don't have to create ad
34:05graphics based on different ad sizes.
34:07Google Ad does all the work. Here are a
34:10few more benefits of responsive display
34:13ads. One benefit is that you get to use
34:16Google Ad software to optimize your ads.
34:20The software uses the best combination
34:22of ad content such as the images, the
34:24headlines, and logos to deliver the best
34:26performing ads to potential customers.
34:29The thing is you don't need to test any
34:31of the combinations. Google Ads does it
34:34automatically. Another benefit is that
34:36your ads have a broader reach. This
34:39means that your ads reach more
34:41customers. Some websites only support
34:44certain type of ad sizes. So, if you're
34:47uploading ads manually and you don't
34:49upload the specific ad size, your ad
34:52won't display on that website. When you
34:55use responsive display ads, Google will
34:58adjust the ad size, appearance, and
35:00format to fit just about any ad space
35:03available. A third benefit of responsive
35:06display ads is that you can use them
35:08with videos. Adding videos will maximize
35:12your reach on the display network. If
35:14you upload a video, Google will then
35:16test the video against the photos you
35:18upload. If the video delivers a better
35:21performance when possible, it will show
35:23instead of the photos.
35:25A fourth benefit is that it will save
35:27you time. With responsive display ads,
35:31you can reduce the time spent on
35:33managing a complicated ad portfolio with
35:36a bunch of different types of ads.
35:38Google Ads takes care of that. You can
35:40dedicate more time to performance
35:42improvement.
35:44As you can understand, compared to
35:46search advertising, display advertising
35:48is much more visual. It can be difficult
35:51to design ads than manage them in Google
35:54Ads. However, responsive display ads can
35:58make your job more simple. That may be
36:01important if you have a new role as a
36:03digital marketer or e-commerce analyst.
36:12In this video, we're going to cover
36:14responsive display ad best practices,
36:17which are the most popular type of
36:19display ad. Follow these best practices
36:22to reach more customers and drive
36:24performance.
36:26First, we'll review creative best
36:28practices and then tips specifically for
36:30images. Let's start with the creative
36:32best practices. The first is to upload
36:36the recommended number of assets.
36:38Remember, assets are the content of the
36:41ad such as the headline, image,
36:43description, logo, and business name. To
36:46drive the best results, Google
36:48recommends five headlines, five images,
36:51and five descriptions. On average,
36:54advertisers have 10% more conversions
36:57when using multiple headlines, images,
36:59and descriptions with responsive display
37:01ads. Another best practice is to create
37:05unique and effective copy. Your headline
37:08should demonstrate your brand or
37:09product's value. It needs to be
37:11interesting and useful to customers.
37:14Write the headline so it's clear and
37:16effective without the support of a
37:18description. The description should
37:20complement the headline. Use a
37:22description to explain the product or
37:24services value clearly to your potential
37:27customers.
37:29A third best practice is to ensure the
37:31landing page keeps the customer
37:33experience cohesive. We've covered the
37:36landing page in a previous video for
37:38SEM, but it still applies for display
37:40ads. The messaging on the landing page
37:43should match the messaging on the ad.
37:46Now, if the experience from the ad to
37:48the landing page is confusing, the
37:50potential customer may just go back to
37:52what they're doing before clicking on
37:54your ad. So, make it clear as possible
37:57what the next desired action should be
37:59and how they can take it. A fourth best
38:03practice is to rotate in new display ads
38:05every few weeks. Improving ads is a
38:08trial and error process. So swap out
38:11lower performing creative assets for new
38:13ones. See, even great banners can become
38:16less effective over time. Rotating in
38:19new ads prevents potential customers
38:21from developing ad fatigue. Now, ad
38:23fatigue happens when your audience
38:25encounters your ads so often they become
38:27bored and stop paying attention. Avoid
38:30the fatigue by rotating in new ads. The
38:34images you upload to your responsive
38:36display ad are the most crucial element
38:38of the ad. They help customers
38:41understand the business, products, and
38:43brand. Here are some tips when choosing
38:45images for your display ad. Use images
38:48with a strong visual focus. Images that
38:51support the main point of your ads tend
38:53to perform the best. If you don't have
38:56quality images or are having difficulty
38:59adhering to the images policy, consider
39:02using an image from Google's library of
39:04stock images. These images are at no
39:07cost to use for your ads.
39:10To ensure the ad has strong visual
39:12focus, don't overlay a logo, text, or
39:15button. Adding a logo may become
39:17repetitive in certain ad formats. You
39:20also shouldn't include text in the
39:22image. The text can be unreadable in
39:26certain smaller ad formats.
39:28Additionally, buttons such as book now
39:30or download may seem like an effective
39:32call to action, but they may violate
39:35Google's ad policy. So, avoid these as
39:38well.
39:39If you're advertising a product, a third
39:41image tip is to make the product the
39:43focus of the image. Blank space should
39:46not take up more than 80% of the image.
39:50Keep this in mind if you're doing a
39:51photo shoot with products.
39:54A fourth tip is to make sure the setting
39:57of the background suits the product. For
39:59example, you don't want to create a fake
40:01background for an image, such as putting
40:04a product in outer space. Well, unless
40:06of course it's actually in space.
40:08Instead, use images at a physical
40:11setting with natural lighting and
40:13shadows. When using images in Google
40:16Ads, there are quite a few policies and
40:18recommendations.
40:20But once you learn it, then you know it.
40:23As a new digital marketer and e-commerce
40:25analyst, responsive display ads are a
40:28great advertising tool. You get to
40:30utilize advanced software to make
40:32effective and high-erforming ads.
40:35Google released this technology in 2016.
40:38It hasn't been around for that long. If
40:41needed for your job, please take
40:44advantage of it.
40:45Congratulations on finishing this video
40:47from the Google Digital Marketing and
40:49E-commerce certificate. Access the full
40:52experience on Corsera, including job
40:54search help, and start earning the
40:56official certificate by clicking the
40:57icon or the link in the description.
41:00Watch the next video in the course by
41:02clicking here and subscribe to our
41:04channel for more [music] lessons from
41:05Google Career Certificate.

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