Daily Archives: August 1, 2017


AdWords is an online advertising tool that helps businesses connect with their customers. AdWords shows you how many people see your ads, what % of them click to visit your website, how many clicks to call you, and actual sales your website is generating as a direct result of your ads. Try tweaking your ads, try new keywords, or pause your campaign and restart it whenever you’d like. The Google Network = Search and Display. Adwords can appear on Google sites, partner sites, and mobile phone apps.

  1. Text ads – Most common Search ad that includes a descriptive headline, website URL, and descriptive text like a call-to-action. Show: Search Network, Google Display Network.
    • Headline – People are most likely to notice your headline text. Include one of your keywords in the headline to make the ad even more relevant to the customer’s search.
    • Display URL – shows your website address. It gives people an idea of where they’ll go when they click your ad.
    • Description – Use the description to highlight details about your product or service. On mobile, AdWords optimizes your ad to show the highest performing text. Write successful text ads by adhering to AdWords policies.
  2. Ads with extensions – Provide additional information to your text with your business’s address or phone number; Show: Search Network, Google Display Network. Ad extensions show additional information about your business by “extending” your text ads and increasing their relevance. They boost an ad’s visibility, which can lead to better click through rates. site links, call, and location extensions to enhance its ads. The more information they include in the ad, the more reason they give a consumer to click.
    • Sitelinks: Give customers quick access to multiple pages of your website.
    • Call extensions: Let people click a button to call you.
    • Seller ratings: Showcase customers’ reviews and ratings of their experience with your business.
    • App extensions: Display a link below your ad text that sends people to the app store or starts downloading your app.Create a campaign specifically for mobile app installs where users can download your app right from the ad. Enhance your ad with extensions
  3. Shopping ads – Shopping ads contain the product, image, and pricing information so users get a strong sense of the product you’re selling before they click your ad. Best for a large inventory of products. Show: Search Network. With a Shopping campaign type, you might see your ads across the web in Google Shopping (next to search results and separate from text ads). They could also show up on Google Search partner websites, like YouTube. This campaign type is useful for retailers who want to promote their online and local inventory, boost traffic to their website or local store, and find better-qualified leads.
  4. Image ads – Image ads capture people’s attention as they browse websites in the Google Display Network. Show: Search Network, Display Network, (*Image ads show on search partner networks, but not the Google Search Network).
  5. Video ads – Video ads are just what they sound like – a standalone video ad or a video ad that runs inside another streaming video. Search Network, Display Network, and Show on: Search partner networks, but not the Google Search Network. Video ads on YouTube and on sites across the Google Display Network. Lets you reach people near your restaurant visiting food-related websites, such as blogs about specific cuisines or websites that provide restaurant reviews.
  6. App promotion ads – Send your customers to an app store to download your app, or include a deep link directly into your app. Show: Search Network, Display Network. Universal App campaign type, you can easily promote your app across Search, Display, and YouTube. Your ads and bids are automatically adjusted to get the most downloads for your app. All you need to do is provide some text, a starting bid and budget, and include the languages and geographic locations for your ads. Our system will then test different combinations and show the best-performing ads more often.
  7. Call-only ads – Call-only Allow your customers to call your business directly by clicking on your ad. They’re useful for driving phone calls to your business from devices that can make calls. Show: Search Network
  8. Rich media ads – Engaging ad formats that often include animation or other types of motion. Can show: About the Google Display Network


With AdWords, you can choose different campaign types to help you achieve your business goals. Once you have decided on a type, you can choose a more specific subtype. Check out the benefits of each below. Campaign type determines factors such as where your ads can show to customers on Google’s advertising networks.

  1. Search Network: your ads can appear throughout the Google Search Network’s sites. AdWords uses keywords to display your ads when people search for related terms. This campaign type is useful for advertisers who want to connect with customers at the very moment they’re searching for related products or services.  You can target you ads based on the following:
    • Keywords are words or phrases that are relevant to your product or service.
    • Location and language: Location targeting can help focus your advertising on the areas where you’ll find the right prospective customers, and restrict it in areas where you won’t. Restrict your ads to a country, individual region, a specific city, or a radius around a location. Language targeting shows your ads to customers who speak a particular language, based on  Google interface language settings.
    • Device Targeting on the search network: Show your ads to the right people across all devices, based on their specific location, time of day, and device type.
    • Audience targeting on the search network: Show your ads to people who have previously visited your site by using remarketing lists for search ads (RLSA). You can also target based on household income.
  2. Display Network only campaign: ads can appear throughout the Google Display Network. This campaign type works by matching your ads to related websites and other placements, like YouTube and mobile apps. This campaign type is useful for advertisers who want to generate awareness of their business and target audiences with specific interests. Targeting Your Ads to appear on the Display Network includes:
    1. Audience targeting is based on ‘Who’ your audience is and therefore allows you to reach specific groups of people.
      1. Audiences: Depending on your advertising goals, you can choose the audience that best matches your prospective customers. To drive brand awareness, use affinity audiences to reach TV-like audiences on a broad scale.
      2. Interest categories: Show ads to people with specific interests, regardless of whether or not your ad correlates with the particular topic of the page they’re currently on, or the app they’re using.
      3. Remarketing: Reach people who’ve previously visited your website while they visit other sites on the Display Network.
      4. Demographics: Reach people based on age, gender, and parental-status demographic groups that you choose.
    2. Contextual targeting is based on ‘Where’ your audience is and will match your ads to sites or pages (also known as automatic placements) based on the keywords or topics you’ve chosen. Here’s how:
      1. Keywords: Choose words or phrases related to your product or service so Google can automatically target your ads to websites that your customers visit on the Display Network. When your keyword matches a webpage’s concepts or central theme, your ad is eligible to appear on that webpage.
      2. Topics: Similar to keywords, place your ads on website pages about the topics that you choose. Instead of developing a list of keywords, you choose categories of information.
      3. Managed placements: Choose where you’d like your ads to appear based on websites your customers visit on the Display Network. Google will only look at chosen sites (managed placements) when searching for relevant places to display your ads.
    3. Location and language targeting – Just like the Search Network, you can choose language and geographic locations such as a country, region, or city where your customers are located.
    4. Device targeting – Just like the Search Network, show your ads to the right people across all devices, based on their specific location, time of day, and device type.
  3. Search Network with Display Select: show your ads on the search results page of the Google Search Network and relevant placements on the Display Network. With this option, your budget is shared across both networks. This type allows you to reach people in more places who are seeking services like yours, Google Search or on a relevant website.

Campaign subtype determines which options are available, such as the types of ads you can design.

  1. Standard subtype campaigns: use basic location and language targeting, bidding and budget settings, and common ad extensions. Standard is recommended.
  2. All features campaign subtype: ad scheduling, location, and ad delivery methods. For example, you could schedule your ads to show only when your store is open. All features is recommended for more experienced advertisers. Use Display ads for promoting new blogs. You can learn more About AdWords campaign types here.

Adwords components

  • Account – associated with a unique email address, password, and billing information.
  • Campaign – has its own budget and settings that determine where your ads appear.
  • Ad group – a set of similar ads as well as keywords, (the words and phrases that trigger your ads to show up). Click here to better understand how to target your ads.

Help Customers Find you by thinking like a customer, organizing by theme, knowing when to use specific vs general keywords, using negative keywords, and using the keyword planner or display planner.