2. Phrasal matching keywords in Ads will allow you to show ads for queries that exactly match the keyword or very close variations. Additional words are also possible. However, if additional words are in the middle of your key or the order of the words is changed in the user's query, the declaration will not be shown. That is, on the request "Touch scrub" the ad would not be shown, if we put such an option.

Pinpoint keyword matching in Ads allows you to run ads for queries that match the key exactly or for similar variations. The variant is considered close if it coincides in meaning; permutation of words, which does not affect the meaning; adding service words, and so on.
We've already looked at all 3 types of keyword matching in Google Ads in detail, so let's move on.

Importantly! A competent selection of lists of keywords and phrases determines not only the number of conversions from the ad, but also the required budget for the campaign.
When creating an RK, we recommend that you add keywords in the phrase or broad match modifier and work out the lists of negative keywords well in order to get the most relevant traffic.

Google Search Network - Negative Keywords
Negative keywords are specified along with the keys and indicate which queries DO NOT show the ad for. This allows you to make advertising more targeted and use the budget of the Republic of Kazakhstan more rationally. Negative keywords are also chosen to avoid ambiguity of queries.

For example, if you advertise an RRS agency with the keys "set up an advertising campaign", then in the negative words there should be "course", "with your own hands", "step by step", "manual" and other words that show the user's intentions that are not relevant to you. Otherwise, people who do not need the services of an agency, but training in independent work will come to the ad.

By the way, for convenience, when collecting negative keywords and speeding up work, use a special tool – NegativeKeywords tool.
If you do not specify negative keywords, the number of clicks from a non-target audience will increase, which will lead to unnecessary budget spending, low CTR and inefficiency of the RK as a whole.

Negative keywords in an advertising campaign, like keys, can have different types of matching, in addition to them there are different levels of exclusion at different levels of the account:

you can create a list of negative keywords in the shared library and apply it to any number of PCs. If you choose to add or remove some of the negative keywords in the general list, the changes will affect all PCs that use that list;
At the campaign level, you can add a negative keyword to automatically prevent that query from appearing on all ads in the same campaign.
if you add a negative keyword to an ad group, all ads in the ad group will not be shown for that query.
Don't underestimate the importance of negative keywords
Google Search Network – WithTavka
To begin with, there are several bidding strategies:

manually — this option is set in the RK by default;
Automatically;
Flexible bidding.
For now, we will talk about a manual option for placing bets – it allows you to best control the situation.

Rule One: The maximum cost per click is the amount you are willing to pay.

Rule Two: The amount you actually pay won't always be equal to the maximum CPC — it can be less.

How do ads run in Google Ads? You set a maximum cost per click – this is the "ceiling" of how much you are willing to spend. Then the auction begins: your ads are compared with the ads of competitors with the same keys in their RK for a number of parameters (bid size, quality indicators, etc.). And based on the results of the auction, it is determined at what position your ad will be located.

A higher maximum cost per click gives you a better chance of ranking at the top of your ads, and the higher your ad, the higher your click-through rate. At the same time, remember a few more things:

cost per click is a relative concept and depends on the competitiveness of the sphere. For example, in one area the price level may be $ 5, and in another - $ 0.01;
in addition to the cost per click, rankings are influenced by a lot of factors, and therefore it is not necessary to pour a huge budget into the campaign for it to be effective.
Always start small when manually placing bets. You do not need to immediately put huge numbers: choose the minimum and look at the results. Did Google make a remark that you've bidded too little and your ad can't participate in the auction? Not getting clicks? Are you not satisfied with the position of your ads? Okay, now you can raise the price a little bit and see what happens again.

Raise the stakes only if there is a real need for it. And do it in small steps if you want to organize an effective and cost-effective advertising campaign without millions of budgets.

With a manual bidding strategy, settings are available at different levels of the RC:

The ad group level. All keywords in an ad set have the same bid. If the number in the Max Price column is grayed out, the bid is set at the ad group level;
Keyword level. Keywords in an ad group have individual bids.
What bid will my ad run at? Bidding at the keyword level is more important than at the ad group level. Therefore, if you set bets on the keys, the service will focus on them and not take into account the given rate for the group.

Create Ads - Search Network Ads
Ads are the only Element of Ads that users see and visit. They're not aware of all of our negative keywords, bids, targeting, and other complexities. Only an ad that takes them to the landing page. All.

Therefore, of course, the ad should be such that the user wants to click on it. An unattractive ad will have a low CTR. Low CTR means little traffic. Little traffic, few conversions. And we will not allow this.

Text ads in Google Ads - Search Network ads
Components of a text ad:

URL: This is actually the website/landing page where you take the visitor. Until the visitor clicks on the ad, they will not see the full URL, but only the domain. In this case, the Path can be specified after the domain.

Headings (up to 3 pieces). It is recommended to include keywords and main benefits in them. Each header is up to 30 characters long.

Path: This is the part of the address that will appear in place of the URL, and it doesn't have to match the actual URL. There are two "levels" of the path of 15 characters each (you can fill in one, both, or not at all). It is recommended to include a keyword in it, and recently you can add emojis - they instantly attract attention and can significantly affect the clickability of the ad.
 

Description: The text below the headings. Ads with two descriptions are now available. Each is up to 90 characters long.

Ad Extensions - Search Network Ads
Extensions are like steroids, just not for you, but for text ads. And if steroids are harmful to health, then extensions for RK are useful, just as useful!

Ad extensions provide the user with more detailed information about your offer. The trick is that the more data you give at once in the ad, the more people will be eliminated even before the moment of clicking on this very ad. Then only the maximum target audience will go to your page. And that means what? And this means maximum savings, because PPC is a payment per click. Fewer clicks – less spending, more targeted clicks followed by conversion – efficiency skyrockets.

Plus, ad extensions can increase click-through rates, quality scores, average ad positions, and average cost per click. In general, a solid profit.

Part 4: https://bigmoney.vip/blogs/995/Google-Ads-Guide-2022-Part-4-All-about-the-CMC