In this email series, we'll share simple, easy-to-digest tips and best practices so you can manage your campaigns effectively and learn about digital marketing.
| Here's what we'll cover | | • | Key aspects of Google Ads and online marketing – from the metrics that matter most to building the foundation for well-run campaigns | | • | Seeing how effective your ads are by setting up conversion tracking | | • | Making sure your account is structured in an efficient, cost-effective way | | • | The basics of making creative, engaging ads | | • | A deeper dive into the channels, features, and tools that will help you become a better online marketer
| Putting in a little time now can help you feel more comfortable with your campaigns. We encourage you to spend a few minutes per day learning more about Google Ads. | First things first – get comfortable with your dashboard in a quick guided walk-through.
| We're here to help | Call 1800 572 8316 for a one-on-one consultation with our Google Ads experts to help you set up and optimize your campaign – for free.
| Download the Google Ads app | | Stay connected to your ads, from anywhere. |
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| Lesson 1 – Tracking and understanding your performance | | Here's what to keep tabs on |
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| Your dashboard is the window into your campaign's performance. Here are the metrics you'll use to track how well your campaign is doing. | |
| 1 | Conversions | | | Conversion tracking allows you to see how effective your ads are – and how to optimize them. Conversions are the most valuable actions your customers take after clicking your ad, like purchases, calls, leads, or app downloads. See how conversion tracking helps you keep tabs on your campaign. | | 2 | Clickthrough rate (CTR) | | | This is the percentage of people who click your ad after seeing it. CTRs can vary by business type, but keeping yours above 1% for Search campaigns is a good starting point. | | 3 | Clicks | | | This is the number of people who visited your website by clicking on your ad. | | 4 | Impressions | | | This is the number of people who viewed your ad. |
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| Lesson 2 – Using ad extensions | | Improve your presence with ad extensions |
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|  | | | Extensions can showcase what’s unique about your business, and give people the opportunity to take action directly from your ad. | | | Here's how you can use extensions to make your ads more engaging and helpful. | |
| 1 | Align your extensions with your goals | | | You can do this by selecting ad extensions that match the action you want people to take. For instance, you can get more people to call you by adding a call button, or you could encourage them to download your app with an app extension in your ad. | | 2 | Get your message out there | | | When your extensions show, your ad is easier to see. |
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| We recommend you select at least four extensions, keeping in mind that not all of your extensions will always show. Whether or not they do depends on factors such as Ad Rank and the position of your ad. | |
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Lesson 3 – Personalized recommendations to make the most of your performance
| Discover personalized account recommendations |
| | Track your progress with your optimization score. |
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| Markets are constantly changing – we're here to help you ensure your Google Ads account is set up to perform well, with personalized guidance that can set the pace for a successful future. |
| 1 | Drive efficiency | | | Your optimization score is an estimate of how well your Google Ads account is set to perform. Your score can help you prioritize and take action with as little as one click. | | 2 | Personalized | | | We generate customized recommendations to help you drive profitable results. | | 3 | Powered by Google | | | Our recommendations are backed by statistical models, product experiments, and unique market data from Google. | | 4 | You're in control | | | You know your business better than anyone. It's up to you to evaluate our recommendations and decide what works best. |
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| Check out the Recommendations page to see your optimization score and choose the updates you'd like to apply. | |
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Lesson 4 – Managing campaigns with the Google Ads mobile app
| Stay close to your Google Ads campaigns from anywhere |
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| The Google Ads mobile app helps you stay connected to your campaigns and make quick changes wherever you are. It's the perfect companion to your desktop account, giving you 24/7 access at your fingertips. This easy-to-use tool is designed to help you monitor performance and take action to improve your account. | |
| 1 | Real-time campaign monitoring | | | Track your campaigns from anywhere with in-depth performance data. | | 2 | Simplified campaign management | | | Real-time push notifications and alerts help you track and update campaigns instantly when things change. | | 3 | Personalized recommendations | | | Use optimization score to prioritize and apply personalized recommendations with one tap to improve your campaigns at scale.
Lesson 5 – Understanding your account structure |
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| The anatomy of your account |
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| Finding the best way to organize your account will help you save time and target the right customers. Below are some tips for structuring ad groups. |
| 1 | Let your website be your guide | | | For many businesses, the way your website is structured is a good place to start. Make sure the text of your ads and your landing page is highly relevant to the keywords in each ad group. | | 2 | Pick a theme | | | Organize your ad groups by common theme, product, or goal, and create smaller lists (20–30 terms long) of tightly themed keywords. Specificity and detail will help your ads be more relevant – and relevance leads to higher-quality ads. | | 3 | More groups | | | Check out your top three ad groups. We recommend having at least three ads per ad group. This helps you learn what message resonates best with your audience. |
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| Understanding your account structure can help you make changes faster and improve performance. | |
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Lesson 6 – Targeting best practices for Video and Display ads
| Reach people who matter to your business |
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|  | | | Selecting the right targeting options for your Video and Display ad campaigns can help you connect with the right people and get the most out of your investment. Here are a few tips to help. | |
| 1 | | Find your audience | | You can reach people based on their demographics – like age, gender, and income – or you can target based on their interests and life events. That means you can talk directly to first-time homeowners, sports fans, or college students. |
| | 2 | | Refine your targeting | | Speak directly to the people who are most likely to be interested in your product by using more than one type of targeting – like targeting pet owners who are 20–30 years old to tell them about your organic cat food. |
| | 3 | | Exclude audiences that don't fit your goals | | Add exceptions to your targeting so that you don't spend money connecting with audiences that aren't likely to purchase. For example, if you're selling organic cat food, you may want to create an exception so you don't pay to get in front of dog owners. |
| | 4 | | Determine where and when your ads show up | | Whether you're advertising with Video or Display ads, the formats you choose and where they show up can have a huge impact on the audience you're trying to reach. Specify the topic of the websites, videos, or apps your ads will appear in, the device your audience will be using, and more. |
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| Learn more about display targeting to ensure you're reaching the right people. | |
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Lesson 7 – The basics of making high-quality Display ads
| Create Display ads that resonate |
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| The most effective Display ads engage and resonate with your audience. Here are a few tips. | | | | 1 | | Use clear and compelling headlines and text | | Describe your product or service in plain language so that your customers can easily understand what you're selling. Remember to keep your ads short and concise. |
| | | | 2 | | Incorporate the right images – including your logo | | Use clear, high-quality images with no overlaid text, and feature a brand logo that's either a square (1:1 aspect ratio) or a rectangle (4:1 aspect ratio). |
| | | | 3 | | Include prices, promotions, and discounts | | If you have something special to offer, make sure your customers see it to help them make their decision. Mention any sales, promo codes, or bargains to let people know you've got special offers. |
| | | | 4 | | Use responsive ads | | Rather than manually editing your ads for different devices and formats, you can choose to create a responsive ad. This will automatically adjust the size of your ad to fit almost any available ad space, improving performance and reducing the need for manual resizing. |
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| Make sure your Display ads show off what makes your business unique. | |
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Lesson 8 – The basics of understanding your customers
| Understanding your customers |
| Connecting with the right customers |
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|  | | | Getting to know your ideal customer is one of the most important parts of using Google Ads. Here are a few ways to understand who the right people are, so you can position your ad for that target audience. | |
| Use Google Trends for data and insights on what your users are searching for. This will help you target your ads to the right people in the right locales. | |
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Lesson 9 – Understand and improve your Quality Score
| Introducing your Quality Score |
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|  | | | To help create a better ad experience for everyone, the Google Ads auction system is set up to identify and reward quality ads. See how you can improve your ads with the following tips. |
| 1 | Know your Quality Score | | | Your Quality Score gives you a general idea of how well a specific keyword has performed in past ad auctions. The higher your score, the more likely your ad will be shown for that keyword. | | 2 | Know where to improve | | | Your Quality Score is based on factors such as how likely your ad will be clicked on and how easily people can navigate your ad's landing page. Understanding your score can help you identify changes you need to make to improve your ads. | | 3 | Climb the rankings | | | High-quality ads can give you a higher Ad Rank, which can lead to a lower cost-per-click and better ad positions. |
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| Learn more about Ad Rank so you can get a better idea of how your ads are performing and start making adjustments where necessary. | |
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Lesson 10 – The basics of effective bidding
| Discover more efficient ways to manage your bids |
| | Find a bidding strategy that works for your business. |
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| Your bids help determine if your ads are shown when people search for your product or service – but deciding on a strategy that fits your budget and business goals can be challenging. Here are our tips for getting the most from your bidding. |
| 1 | Focus on a specific goal | | | Choose a bid strategy that's best for your campaign type and advertising goals. Whether you're focused on getting people to visit your website or increasing brand awareness, there's a strategy for you. | | 2 | Consider a fully automated bid strategy | | | Smart Bidding looks at the context of every search and automatically sets the right bids to put your business in front of your ideal customers – helping you to save time and stay agile in a constantly changing market. | | 3 | Ensure you have conversion tracking set up | | | If you decide Smart Bidding is right for you, you may need to set up conversion tracking depending on your selected bid strategy. Conversion tracking helps you measure how clicks on your ads lead to meaningful actions such as sales or leads, as well as which ads or keywords are most successful for driving results. |
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| Learn how Smart Bidding can help you reach your campaign goals. | |
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Lesson 11 – Creating mobile-ready landing pages
| Mobile-ready landing pages |
| Get your site mobile ready |
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|  | | | More than half of all search traffic comes from mobile devices and tablets.* Here are a few ways to make sure your landing pages are mobile-friendly. | |
| 1 | Identify strengths and weaknesses | | | The Landing pages tab can help you understand which of your mobile landing pages work well and which ones could use a little help. | | 2 | Focus on the details | | | Paying attention to small details like legible text and tappable links, plus following these design guidelines, can make a big difference. | | 3 | Speed things up | | | When it comes to your mobile site's loading speed, every second counts. Using Accelerated Mobile Pages is a great way to enhance your loading speed. |
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| Discover best practices to optimize your website for mobile. | |
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Lesson 12 – Better understand your audience
| Understanding your audience |
| Get to know your audience |
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|  | | | Your customers are more than just a demographic. By using Google Ads audience solutions, you can directly engage with your potential customers no matter who they are – and wherever they are online. | |
| 1 | Get to know your customers better | | | Google Ads Audience insights helps you better understand your site visitors, app users, or email subscribers. | | 2 | Re-engage with past site visitors | | | Remarketing can help you build stronger relationships with customers. Use remarketing to re-engage with past website and app visitors across all of Google, staying top of mind in the moments that matter. | | 3 | Find new customers using Google insights | | | Discover more customers who can benefit from what you have to offer using audience solutions. |
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| Learn how to set up an audience source to get powerful insights and identify valued customers. | |
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Lesson 14 – Understanding Video ads
| Be seen where users are watching |
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|  | | | Set up your YouTube video campaign and engage with potential customers by bringing your expertise and story to life. | |
| 1 | Making the video | | | Creating video content is easier than you might think. Create your own YouTube video ad in just a few simple steps. You can also partner with a creative partner or platform to bring your vision to life.* | | 2 | Drive actions | | | Once you're up and running, you can start driving actions. YouTube makes it easy for potential customers to connect with you directly from your video with Video action campaigns. For example, you can create custom clickable buttons below your video ad to "Learn more." | | 3 | More videos, more reach | | | YouTube gives you a variety of ad formats. Tell your story in 6 or 60 seconds, and we'll get it in front of the right people, wherever or however they watch. | | | • | | Six-second bumper ads are great for getting potential customers' attention on mobile. | | • | | Skippable in-stream ads are longer and give viewers the option to choose which ads they want to watch – meaning you won't pay for unwanted views. |
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| If you have a video, you can begin running your campaign in just a few clicks. | |
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