A Google Display Ad is most often an image ad or a rich media ad that can show when people are browsing the Internet, watching videos, checking Gmail, or using apps. This type of ad is often shown on sites that are not owned by Google (with the exception of YouTube), but sites that are a part of the Google Network.
A Google Search Ad is a pay-per-click ad that appears when people search for phrases that are relevant to your ad’s keywords. This type of text ad includes 3 sections: a headline, a display URL, and a description, and it appears near the organic results on the SERP, at the top or bottom of the page.
Google quietly rolled out an update on how budgets function in Ads on October 4. This update is a more aggressive approach to an imperfect system.
An attribution model is designed to help advertisers assign credit or responsibility for a conversion back to a marketing campaign. Attribution modeling can be found in both Google AdWords & Google Analytics. Both options provide valuable information, however they operate very differently. Manipulating the attribution model should provide a new or at least more accurate perspective of how your marketing campaigns are performing.
As of March 2017 there is a brand new automated ad extension in Ads called “Automatic Call Extensions”. If you haven’t taken a look at which automated extensions are running in your accounts, it might be worth looking into today. For those unfamiliar with Automated Ad Extensions, there 3 important things to know.
Radius Targeting allows advertisers to show ads to customers within a specified geographic radius around a business, retail location, population center, or neighborhoods. Advertisers can target ads to customers near-by, based on the GPS signal of their mobile phones. I will illustrate how Radius Targeting, as an advanced location-targeting tool, can assist Google AdWords marketers reaching their target audience.
These exclusions are useful to prevent your ads from showing alongside content that is not reflective of your brand or to prevent your ads from showing alongside content that has not historically driven valuable traffic.
At times, the relationship between organic SEO and Google PPC search ads have been subject to misinterpretations. I am going to highlight the significance of organic relevance, and how it affects PPC search ad campaigns.