Part 3: Ad guides, how to properly set up google ads part 3 (bigmoney.vip)

Here's how it works:

  1. There is a publisher (advertising distributor) and an advertiser (we are with you).
  2. The publisher allows you to display ads on their website. For the targeted action (impressions and clicks), Google pays this publisher. For publishers, there's AdSense, the opposite of Ads.
  3. The advertiser creates ads and uses targeting to decide which publishers will show their ads. If a targeted action occurs, the advertiser pays Google directly. For advertisers, Ads works.

KmC allows you to advertise not only on websites, but also in mobile applications and videos on YouTube. In this case, the owners of the YouTube app or content are the publishers.

It is better to analyze the features of advertising in the CMC already on the example of the campaign, so we will do so.

Basic settings

Open the Campaigns tab, click the +Campaign button we are already familiar with, select the Display Network.

What is important here: in the Display System, you can choose ready-made marketing goals or set up a campaign yourself.

Marketing goals in Google Ads are ready-made templates for campaigns for different tasks:

  • increased awareness – for a cold audience that does not know you and does not want anything from you (yet);
  • increased interest in a particular offer – for "cool" and warm customers who want something, but do not know yet, from you or from your competitor;
  • call to action – for hot customers in the last stage of choice.

They contain only those functions that are needed for this purpose. For example, if you select all the features (without marketing goals), the default is to set bids manually; and if you choose the marketing goal "Increase awareness", the service will immediately advise you to choose automatic pricing for 1000 impressions.

Marketing goals are intended for beginners in contextual advertising, therefore, on the one hand, it is easier with them (the service removes a number of unnecessary, in its opinion, functions for a specific goal), on the other hand, in the first part, we have already considered the main parameters when setting up a campaign. That's not why you read the service manual to use the templates, right?

Pros of choosing marketing goals:

  • fewer settings;
  • automatically offers options for part of the settings;
  • creating a campaign takes less time.

Cons:

  • some of the functions will not be available, because the service considers them unnecessary for your purpose - this is not always the case;
  • Manually, you can adjust the parameters of the campaign more accurately, as many experts believe;
  • by setting everything up manually, you will quickly and better understand the specifics of the service, understand the functions and know what is what.

Ad types

There are 2 types of ads on the Display Network:

Responsive ads adapt (adapt) to different places of display. On one site they will be displayed as text, on another - as a native banner, on the third in some other version. The trick is that you in Ads set the main parameters of the ad (headlines, text, pictures), and the system itself generates ads from them for different places of display. This is convenient, since it does not limit the possibilities of placement. Requirements for adaptive ads See Google Ads Help.
Image ads come in different sizes; with and without animation; and do not adapt to the placement. If an image ad can't be shown on your site because it's not the right size, it won't be shown, unlike a responsive ad that adjusts to the available ad space. See also the requirements for image ads in Ads Help.
You can select the placements themselves manually or by setting up automatic selection based on the keywords specified in the campaign.

Most of the other parameters of the RK in the CmC do not have fundamental differences from the configuration of the RK in the CmC and the search network. Therefore, we will consider only targeting, which has its own nuances, and you already know everything else from the first part.

Set up targeting
Remember how you can target keywords and specific audiences on the Search Network? Even more can be done in the CMC. Specifically, you can customize the keywords to display (contextual targeting), placements, topics, interests, demographic factors... As you can see, there's a lot more to the Display Network than search.

There are two options:

use automatically optimized targeting;
Manual targeting by keywords, placements, topics, interests, demographics.
Keywords in the Collective Peacekeeping Forces. If you choose the first option and automatically select placements, you'll need to specify a list of keys that you want to appear on the page where your ad might appear. Unlike the Search Network, there are no different types of matching in the Display Network—everything works like a broad match.

After you specify the keys, Ads will scan web pages, apps, and videos from publishers for matching between your keywords and the content. If the content on the page is relevant to the keys, the ad will be shown, if not relevant, then no. Again, it's all about ensuring that only your ads are seen by your target audience.

Interests and remarketing. This option allows you to target:

Interests: ads will be shown to users who regularly read sites on a given topic (it must be relevant to your offer);
Remarketing lists: Ads will be shown to people who have already viewed your site.
e-mail lists: ads will be seen by people who have given you their email and are sitting in the browser with an activated account; and not only that.
At the same time, you can use several targeting methods at the same time to narrow down the audience to which the ads will be shown to the potentially most interested group of users. You get such a layer of types of targeting - like a hamburger.

This "refinement" of the audience over time will help to achieve a lower cost per conversion.

Also keep in mind that when you add multiple levels of targeting, automatic placements are likely to be more important than your goals. Therefore, first you need to set up targeting by general settings, and then find the optimal sites for placement and separately add them to the RK, which will most effectively work with the specified general settings.

Part 5: Google Shopping / Google ads (bigmoney.vip)