Social Media and Digital Marketing AEC

SEARCH ENGINE MARKETING

Responsive search ads

Client & Competitor Analysis

Week 5 – Oct 17th, 2023

Agenda

 Google Ads Search Campaign Set up

 Client & Competitor Analysis

 Expanded Text Ad components

 Responsive Search Ads

 Expanded Text Ad components

 • Assignment is due next Tuesday, October 10th, at 1 pm
• Done individually

Exercise 1 - •
•
Submit your assignment by Omnivox by Mio
Use Excel / Google sheet format
CREATE •Tasks to be completed :
YOUR • Name your account + URL of business - 1 pt
FIRST • Split the account into different 3 campaign types (brand, generic and
competitor) - 1 pt
CAMPAIG • List all the relevant campaigns and name them accordingly - 1 pt
• Breakdown your campaigns into ad groups - 3 pts
N BUILT • List the keywords for each ad group - 3 pts
• Add negative keyword list (4-5 keywords)- 1 pt
• Do not include ads, only campaigns, ad groups and keywords.

I am available to answers questions on MIO and will be answering within 24h

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 Update on First Assignment

 Grades will be announced by next week.

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 Creating a Google Ads account

 Require a Gmail account.

 Go to https://ads.google.com/
 Follow the steps on the next slides.

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Creating a Google Ads account

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Creating a Google Ads account

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Creating a Google Ads account

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 Google Ads Search Campaign Set up

Goals

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 Google Ads Search Campaign Set up

Network Settings
 When setting up a search campaign,
by default Google selects both Search
Network and Display Network.
Generally, it’s best to deselect Display
Network. Search advertising is about
capitalizing on a users intent, so it’s
best to keep it seperate from display
campaigns. 10
 Google Ads Search Campaign Set up

Network Settings
 You also have the option to deselect
‘include google search partners’
 Google search partners includes
sites like YouTube, Amazon, CNN,
Google maps and many more.
(There’s no official list) These are
websites that have search
functionality within them. 11
 Google Ads Search Campaign Set up

Campaign Start and End Date

 You can choose to run your ads
all day or during specific hours.
 You can make bid adjustments
based on day or the week or hour
of the day.

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 Google Ads Search Campaign Set up

Campaign Start and End Date

 By setting specific times to schedule your ads you can apply bid adjustments
accordingly.
 In general, I would recommend running your ads 24/7. If people are searching
you want to appear, no matter what time of day.
 Better to start wide at first to gather data and apply bid adjustments to favor
high performing period if applicable.
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 Google Ads Search Campaign Set up

Location Targeting
What to think about
 Historical data (Where you’re located, in which locations do you perform best )
 Major cities tend to be more expensive, but they also tend to have the highest
volume.
 What are your goals? Where do you want to be?
 You can modify your geo-targeting at any time
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 Google Ads Search Campaign Set up

Location Targeting
What to think about
 You can increase or decrease
the bids for certain locations
 Use Geo-targeting to exclude
competitor locations

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 Google Ads Search Campaign Set up

Location Targeting
Features
 Basic Inclusions /
Exclusions
 Radius Targeting:
between a 1-to-
500-mile radius
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 Google Ads Search Campaign Set up

Advanced Location Options

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Source: Google ads
 Google Ads Search Campaign Set up

Language Settings
 Defaults to English.
 You can select 1 or multiple
languages.
 The language you select will
target people whose google
settings are set to that language.
 Google will not translate your ads. 18
 Google Ads Search Campaign Set up

Budget Setting
 You set a daily budget per campaign.
 For the month, you won't pay more than your daily budget times the
average number of days in a month. Some days you might spend less
than your daily budget, and on others you might spend up to twice as
much

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Source: Google ads
 Google Ads Search Campaign Set up

Bidding Strategies
 Depending on which networks your campaign is targeting, and whether you
want to focus on getting clicks, impressions, conversions, or views you can
determine which strategy is best for you.
 Google has several bidding strategies available
• Automated bid strategies
• Manual bid strategies
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 Google Ads Search Campaign Set up

Bidding Strategies

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 Google Ads Search Campaign Set up

Broad match keyword

Enabling this setting will convert all existing phrase and exact match keywords into broad
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match and ensure all keywords added also use broad match.
 Google Ads Search Campaign Set up

Ad Rotation
Optimize: Prefer best performing ads
 Show ads that are expected to get
more clicks or conversions.
Recommended for most
advertisers.

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 Google Ads Search Campaign Set up

Ad Rotation
Do not optimise: Rotate ads
indefinitely
 Show ads more evenly for an
indefinite amount of time.

Every ad group has ads and keywords in it. If you allow Google to optimize, they
will show ads they perceive to be best performing more often. 24
 Google Ads Search Campaign Set up

IP exclusions

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 • This is just an activity for fun. Yes, fun!

• Sign into this Google Ads account

Workshop :
Let’s create Yemara.tav@gmail.com
your first Password: Sem@tav23
campaign • create your first campaign, based on your
campaign built you produced for the first
assignment.

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Workshop : • Go through each step of setting the campaign
Let’s create and play around the settings.
your first • Upload 1 Campaign, 2 Ad groups and keywords
campaign
• Respect keyword matching options

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 Client & Competitor Analysis

Client Analysis:
 In order to plan efficient marketing strategies and campaigns, it is important to
well understand the account/client.
Sources of information :
• Brief from client or internal documents
• Website and social medias
• Any other relevant sources
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 Client & Competitor Analysis

Client Analysis:
Included in a brief/mandate :
• Objectives, goals and targets - What to achieve
• Key Performance Indicators (KPI) - Specific numbers related to objectives.
Include data history of past campaign performance if applicable.
• Timings - by what time

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Source: smartinsights.com
 Client & Competitor Analysis

Client Analysis:
Included in a brief/mandate :
• Budgets - how much money available
• Target audience - who do we want to reach and where
• Competitors - which other business offer a similar service/product
• Market landscape - understand and assess the market opportunities and
challenges
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Source: smartinsights.com
 Client & Competitor Analysis

Client Analysis:

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Source: smartinsights.com
 Client & Competitor Analysis

Fictive client’s brief : Uniprix pharmacies

 Objectives, goals and targets - Increase number of patients in pharmacy by 5%
 Key Performance Indicators (KPI) - $5 to $3 CPA on conversions for Find a store
 Timings - within 3 months
 Budgets - $50 000
 Target audience - Broad audience in Quebec, but mostly women 50+
 Competitors - Brunet, Familiprix, Jean Coutu, etc.
 Market - very competitive, war on product pricing, store proximity is a major factor

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Source: smartinsights.com
 Client & Competitor Analysis

Your job as a marketer

Sometimes the client will not give you as many information, you need to figure
some out by yourself.
 Scout the client’s website and social media:
What product/service do they sell ?
What differentiates them from competitors ?
What is their price point, pricy or cheaper ?
Do they use specific language or key sentences/taglines ?
Source: smartinsights.com
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 Client & Competitor Analysis

Your job as a marketer

 Scout their competitors' websites
Ask yourself the same questions than for your client’s website
 Search on Google and social medias for other potential competitors that were
not shared by the client.
 Other free and paid tools such as Keyword Planner and SEMRush
All of that info will help you build a better digital marketing strategy and better
search campaigns. 34
Creating Your First Ad

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Expanded Text Ad components

● H1 : 30 car. H1 H2 H3

● H2 : 30 car.
D2
● H3 : 30 car. D1

● D1 : 90 car.
● D2 : 90 car .

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Expanded Text Ad components

Keyword : Fall Detection

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 Limitations

 Number maximum of characters must be respected.

 Must be compliant with Google ad policy. Few examples :
- Prohibited content : counterfeits goods, drugs, tobacco, gun, weapons, gun
and explosive.
- Prohibited practices : abusing ad network, misrepresentation.
- Restricted content and features : adult content, alcohol, gambling,
healthcare, political, financial, trademarks, etc.
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Source: Google Support
 Best Practices

 Targeted keywords must be included in the text of the ad in order to increase

Ad Relevance (for Quality Score) and to generate a high Click-through-rate
(CTR).
 Use clear Call to action(s):
Call now, Buy today, request a quote now, Learn more, Enjoy the discount, Download the
app, etc.
 Add a sense of urgency in the text ads so the users feel that they will miss out
if they do not click. Words like Now, Today, Don’t wait. 39
Source: Google Support
 Best Practices

 Include the value of the product/service such as Low Price, Discounts, Sales,
Promotions and Free Delivery, etc.
 Use the different headlines and characters to say different things. Don’t
repeat the same things.
 Include your most important messages in the headlines as users will read
them first and might not even read the descriptions.
 Headline 1 is more important than Headline 2. Headline 3 is might or might
not appear.
Source: Google Support
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 Best Practices

 Experiment and A/B testing: Remember to

stay on theme
 Include your top keywords in the path fields.
 Use capital letter for each first letter of a word
in headlines.

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Source: Google Support
 About expanded text ads

 We are no longer be able to create or edit expanded text ads since June 30,
2022.
 Expanded text ads will continue to serve, and you'll still find reports on their
performance going forward.
 You'll still be able to pause and resume your expanded text ads or remove them
if needed.

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Source: Google Support
 2 Search ad Formats

Expanded Text Ad Responsive Search

(Old Format ) Ads

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Source: Word Stream
 Creating Your First Ad

 Responsive Search ads are the most popular

format for Google ads. And they're also the
easiest way to get started. They're composed of
headlines, and then your description, and Final
URL.

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 Creating Your First Ad – What is in a Responsive Search
Ads?
 Multiple headlines and descriptions
 Three to fifteen headlines
 Two to four descriptions
 Using the power of machine learning, Google combines them into ads
 Google Ads automatically tests different combinations and learns which
combinations perform best.
 By adapting your ad’s content to more closely match potential customers’ search
terms, responsive search ads may improve your campaign’s performance.45
Responsive Search Ads

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 Responsive Search Ads

Collectively, those headlines and descriptions can be arranged in 43,680 different

permutations, which means the ad testing possibilities are nearly endless!
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Source: Word Stream
 Creating Your First Ad - Create an ad group and add
Keywords

You can use

Google
Keywords
planner to find
more relevant
keywords.

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 Creating Your First Ad – Create responsive search ads

 Final URL: the URL that

the user will be directed
to once they click on
your ad.
 Display path: This is
what the user will see
within your ad itself. It's
just a way to add
keywords within the
URL. It doesn't actually
drive traffic to that page

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 Creating Your First Ad – Create responsive search ads

 Next to the headline, you can

see the character count. For
Example, Ferrari 488 is using 11
out of 30 available characters

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Creating Your First Ad – Create responsive search ads

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 Creating Your First Ad – Create responsive search ads

Some Tips:
 Assets can be shown in any order, so make sure they make sense individually
or in combinations.
 It’s recommended to have one responsive search ad per ad group with at
least 'Good' or 'Excellent' Ad Strength. There’s a limit of 3 enabled responsive
search ads per ad group.
 If you have text that should appear in every ad, you must add the text to
either Headline position 1, Headline position 2, or Description position 1.52
 Responsive search ads – Benefits

 Save time by providing multiple headline and description options, allowing

Google Ads to show the most relevant combinations to your customers.
 Reach more potential customers with multiple headline and description options
that give your ads the opportunity to compete in more auctions and match
more queries.

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 Responsive search ads – Pin headlines and descriptions
to specific positions

 By default, when you create a responsive search

ad, headlines and descriptions can appear in any
order. You can control where individual headlines
and descriptions appear in your ad by pinning
headlines and descriptions to specific positions.

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 Responsive search ads – Pin headlines and descriptions
to specific positions

 Pinning reduces the overall number of

headlines or descriptions that can be matched
to a potential customer's search, pinning isn't
recommended for most advertisers and can
affect ad strength.

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 Creating Your First Ad – Create responsive search ads

Watch this video

https://www.youtube.com/watch?v=mxdelKnGybM&t=134s

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 Ad Strength for responsive search ads

 Ad Strength provides you with feedback to help you focus on providing the

right messages to your customers.

 Ad Strength shows you how well an ad creative follows the best practices for
optimal performance, ranging from “Poor”, “Average”, “Good”, to “Excellent”.
 A higher Ad Strength will maximize the performance of your ad.

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Source: Google Ads Help
 Ad Strength for responsive search ads

 Ad Strength has 2 components:

the overall rating that indicates
the effectiveness of a relevant ad,
and the specific action item(s)
that can improve the strength of
the ad.
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 Ad Strength for responsive search ads

 Implement at least one responsive search ad with “Good” or “Excellent” Ad

Strength for each ad group.
 The advertisers who improve their Ad Strength for responsive search ads, from
“Poor” to “Excellent”, can see approximately 9 percent more clicks and
conversions on average.
 The Ad Strength rating of an ad doesn’t influence its serving eligibility. Instead,
the Ad Strength rating identifies opportunities to improve your ads to optimize
their performance. 59
 Ad Strength for responsive search ads

During ad creation
 While creating or editing an ad, you will be able
to see an indicator of your Ad Strength.
 You should follow the descriptive call to action
recommendations to improve your Ad Strength
 Your ad’s strength rating and action items will
change dynamically as you fill out your ad’s
assets. 60
 Ad Strength for responsive search ads

Below are the common call to action recommendations to improve Ad Strength:

 Add more headlines or descriptions for better performance: up to 15 headlines
and 4 descriptions. make sure to provide as many as you can.
 Add unique headlines and descriptions: Ensure your headlines and descriptions
are different. Try to avoid adding repetitive words, phrases, or ideas.
 Unpinning some assets: the less you pin, the more combinations you can create
 Include more keywords in your headlines or descriptions
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 Google Ads – Campaign, Ad Groups, keywords and Ad
copies template
Campaign, Ad Group and Keywords
Campaign Ad Group Keywords
Service_Repair_EN Auto Repair [auto repair shops near me]
Service_Repair_EN Auto Repair [auto repair near me]
Service_Repair_EN Auto Repair [auto repair shops]
Service_Repair_EN Auto Repair [auto repair shop software]
Service_Repair_EN Auto Repair [auto repair information]
Service_Repair_EN Auto Repair "auto repair shops near me''
Service_Repair_EN Auto Repair "auto repair near me"
Service_Repair_EN Auto Repair "auto repair shops"
Service_Repair_EN Auto Repair "auto repair shop software"
Service_Repair_EN Auto Repair "auto repair information"

Responsive Search Ads

Campaign Ad Group H1 H2 H3 H4 H5 H6 H7 H8 D1 D2 D3 D4 Final URL

Service_Repair_EN Auto Repair

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Headlines: 30 Characters Description: 90 Characters
 Workshop: Let’s write Responsive Search Ads – 30 min

• Use the campaign built from the first assignment.

• Create 1 RSA for the ad group that you list the keywords for

• Make sure you respect all the best practices and limitations.

• You will have to present your RSA to the class.

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 To prepare

Mid-term Exam
Date: Week 7 – Oct 31st
To prepare: Week 1-6

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Any
questions?
Thank you