Master Google Ads with ClickOnline!

In order to understand and make the most of Google Ads (previously known as Google AdWords ) and all its tools, we will make constant references to terms specific to Google Ads as well as to Digital Marketing expressions in general .

That's why we're going to review the meaning of the most important items and the acronyms we use most in Google Ads.

What is Google Ads?

Google Ads is an online advertising program from Google . It's an intelligent advertising system created and managed by Google that consists of sponsored advertising, using CPC (Cost Per Click) and targeted to the advertiser's target audience.

Through this system and the use of keywords, companies or advertisers can create effective ads and launch them to a specific, pre-determined audience.

This way, when a potential customer performs a search through Google, Google will display all the links related to the words entered , but it will also display Ads that also contain the words we have selected.

"With Google Ads you will reach more customers through the different advertising platforms that the Google network has.

Click Online 360

Thus, a company that wants to advertise through AdWords will enter an ad and, using a keyword system, insert those elements related to its offer that may interest the potential customer.

And most importantly, the ad will be shown to potential customers whose search query already suggests an active interest in the company or product.

Google Ads Basics:

Other Aspects to Consider About Google Ads

Quality level:

Using parameters based on, among others, the percentage of clicks an ad receives or a keyword's performance history, Google Ads measures a keyword's Quality Score and sets its minimum bid . Thus, the higher a keyword's Quality Score, the lower the price you'll pay per click.

Location:

These are the sites where an ad can be displayed within the Google Display Network. A placement can be a website, a selection of websites, or an ad unit located on a single page.

ROI (return on investment):

It is the relationship between the cost of advertising and the benefits obtained from conversions (for example, sales or potential customers who end up arriving at our page).

ROI indicates the value our company obtains as a result of the cost it invests in an advertising campaign.

URL:

Acronym for Uniform Resource Locator , which refers to the unique address that identifies a web page on the Internet.

"If you think advertising is useless, consider the millions of people who now believe that yogurt is delicious."

Joel Whitley.

Google AdSense , the famous search engine platform that generates revenue for websites through its ads, is leaving its old experiments behind. Known for offering ads tailored to its target audience, giving them complete control over their ads and prioritizing the highest-paying ones, as announced on its official blog , it now wants to join forces with one of the most important features of Google's philosophy: the quality of its content . Thus, the ads provided by any website managed by AdSense will be managed by Google itself , and it will have the final say on whether a piece of content can be published (valid ad) or not (inappropriate ad or one that doesn't meet the established requirements).

What does it mean that Google AdSense is changing its policies?

This means that, starting in September, products from the Google AdSense online advertising network will be evaluated— and/or penalized if they do not meet the minimum quality requirements —in order to offer appropriate, high-quality advertising content to all users. Today, there are already many invasive advertising systems on the Internet, which bombard users with irrelevant information and prevent them from clearly seeing the content of the website they are visiting. Given the circumstances we find ourselves in, AdSense wants to support a healthy advertising ecosystem that adapts properly to existing advertising systems and its open and free system, while merging with its planned ongoing evolution. So far, it has been very friendly to all forms of advertising displayed on the website, as long as they generated a strong response, as it was considered to be interesting content for a large audience. However, this change also presents us with a view that is reluctant to that system, which in some ways can be considered "hypocritical."

Is this Google AdSense move a hypocritical one?

While it's true that a page's reactions or visits tell us how much traffic it has, AdSense will stop investing in clicks from this direct or social traffic (which comes from unreliable and massive traffic), sticking solely to organic traffic (generally considered more accurate to the reality we live in). What does this mean for the traffic of each of these sites? Basically, it focuses on the fact that all sites can continue publishing ads if they wish, but that Google AdSense doesn't consider all ads from social networks to be quality content and, therefore, could disqualify them. However, it's true that Google has warned that it will send an email to all AdSense users and that, if your site is penalized, it will give them the opportunity to reconsider the site's structure according to the required characteristics. Even so, AdSense assures us that, in principle, you don't need to do anything to correct your ads unless it sends you a notification informing you of its non-compliance.

The main idea of Google AdSense is, basically, to advertise what is most relevant to the consumer .

This is known through Google's proprietary technological system, which provides automated results by indexing the content of its websites, their location, and other factors, in order to reach the most suitable consumer for the ad. Google AdSense made this project official a few months ago, confirming that it would be implemented starting September 15th as an update to the ad units published on its websites, as a guarantee of quality. Furthermore, given criticism from some users regarding the complexity of previous experiments, they have also decided to eliminate those they consider unnecessary or ineffective. However, just as they eliminate their experimental errors, they maintain those that have worked, while continuing to add new methods to improve their performance in the long term. In 2018, for example, they introduced a site verification process to provide additional guarantees for the publication of the ad in question. This allowed for more direct and rapid feedback communication with site editors, reducing the likelihood of future violations of established regulations . This experiment, established in 2018, along with those implemented this September 15th, will improve the defenses of the systems that identify "invalid" or high-risk traffic even before ads are published. This reduces irrelevant ads for the user and maximizes revenue opportunities for legitimate publishers, providing unmatched content transparency. In short, Google AdSense is once again experimenting to improve the quality of its users; it will lean toward protecting organic traffic (of higher quality), leaving aside direct or social traffic (more superficial) in order to support a healthy ad ecosystem for its users. What do you think about the ongoing AdSense experiments? Are they really an effective solution? If you want to stay up-to-date with the latest news and articles from the world of digital marketing, visit our blog and we'll keep you updated.

This September, Google Ads —the popular Google platform specializing in online advertising, formerly known as Google AdWords— will eliminate the average position from its system due to its lack of effectiveness in meeting Google's desired results . It will be replaced with four new metrics that will make it easier to gather information about ads in a clearer and more effective way.

But to clarify, what is the average position of Google Ads?

This metric is one of the ways to classify Google ads and see their relevance to the competition around them; concepts we discussed in previous articles if you'd like more information. To discuss this phenomenon, the ranking in which the ads are placed on a web page comes into play, that is, the order or position in which they are placed according to their relevance to Google and/or its users (or what they pay). However, this average position is not the actual one; rather, it is the position it has in relation to the rest of the competing ads found on the same website. Until now, this form of positioning has been one of the most important ways to advance Google's own campaigns and, therefore, one of the most used. It helped us position ourselves where we wanted and monitor our positioning in the SERPs .

What does Google Ads take into account when ranking your ads higher or lower?

Obviously, the main thing—as a fundamental and fundamental phenomenon for Google—is the quality of the content you offer ; the better it is, the higher your ranking will be. But that's not the only thing it takes into account. Through auctions, Google Ads assigns a position to each ad based on five basic factors . These are:

• Content quality
• Maximum bid or CPC that the advertiser is willing to pay to better position their ad
• Minimum quality of the Keywords or other minimum limits that the advertisement in question must have to participate in the auction
• User search context (their location, keywords used, search devices, intent, etc.)
• Impact, that is, how the announcement will affect Google itself.

Why is this metric being eliminated now?

What does Google have in mind for this September? How do these four new metrics differ from the ones previously implemented? We'll explain below. While it's true that until now it was one of the most important metrics, it has been proven that its results couldn't be considered 100% reliable since, as we mentioned, since 2016, the position it gives us isn't the real one. What happened starting in 2016? Basically, the metric position was no longer a reliable source on which to base our campaign optimization; being number 1 no longer guaranteed anything. This happened as Google Ads changed the way it displayed ads in search results; a fact that unbalanced the standards established until then, and therefore, the average position shown in the column began to be increasingly distant from the actual position of the ad it was analyzing. From that moment on, Google considered the information provided by this metric to be worthless since it wasn't a reliable source, and that's why it has sought alternatives to begin implementing them starting next September. This has been done to facilitate accurate ad knowledge and facilitate campaign optimization. However, Google Ads has stated that it intends to continue its previously mentioned trend of bid automation , thus saying goodbye to manual bidding and increasing automated bidding.

What new metrics will we expect at the beginning of this month?

We are talking about four new improved metrics:

1. First, we find the impression share metric at the absolute top. This metric tells us the percentage of times your ad's ranking increases more or less than your competitors'.
2. Second, we have the top impression share metric. This tells us the number of times our ad surpasses organic search results and, like the previous metric, tells us how many times our ad is ranked above others, either by being in the first position or by being above organic search results in the SERPs.
3. Third, we'll also find the metric that tells us the top impression share, as well as the absolute top (the latest new metric). The top impression share tells us the ratio of impressions our ad has when it actually appears at the top, with those estimated to have appeared above the organic search results. The absolute top impression share tells us the ratio of impressions our ad has when it actually appears at the top, with those estimated by Google Ads to have appeared above.

These metrics allow us to see, in addition to the position of our ads in a clearer and more transparent way, the potential of the keywords we use , as well as advice on which ones we can use to improve them. In short, we can see that the way we position ads has changed, leading to a significant improvement, and it has allowed us to optimize our campaigns in a more realistic and concrete way. The increased information they offer us, the security and concise tracking of our ads, and the clarity of the knowledge provided by the new metrics make our advertising campaigns an easy and effective way that we can monitor through real, daily updated results . If you'd like to learn more and learn the latest news or articles on Google AdWords, you can visit our blog or contact us. As an agency specializing in Google Ads strategy, we'd be happy to assist you.

Google has launched the next generation of Smart Shopping campaigns as a subtype of campaigns to make it easier to manage campaigns, improving conversion value and expanding reach. It uses automated bidding and placement to promote your products and business on different networks (Shopping, Display, YouTube, etc.) and achieve better results. The goal of this Smart Shopping campaign is to simplify campaign management, boost sales, and achieve greater reach on Google. These objectives are based on the retailer's commercial objectives and increased sales.

How Google Ads works to automate automatic bidding

Following Smart Display campaigns, Smart Shopping is now here, which will be a huge benefit for all of us who manage campaigns. It will allow us to focus on what's truly important: strategic decision-making . At ClickOnline360, we establish these strategies after a phase of structuring, analysis, optimization, and implementation, among other tasks. All of these strategies are developed by a team with extensive experience and kept up to date with the latest and most effective developments in the sector.

Smart Shopping Consideration

It's important to keep in mind that Smart Shopping campaigns take priority over standard campaigns. This priority leaves traditional campaigns without impressions. If we need complete control over a product category, we shouldn't include it in Smart Shopping.

How does Google Ads Smart Shopping work?

It's based on machine learning with automated bids based on intent signals . It selects the most appropriate bid for each user using contextual signals unique to each auction. Campaigns contain Shopping Product ads and banner ads that include remarketing ads to similar audiences. They can also appear on YouTube, Gmail, and of course, the Google search network. The automated process of creation and placement ensures that ads appear in the most relevant advertising spaces, while simultaneously configuring bids to maximize their conversion value. Users' search queries on Google search and predicted intent are used to determine the products to display from their feed. For Display, ad personalization is determined by the user's interaction with the website, automatically creating a relevant ad for users who have previously visited our site and shown interest in our products.

How to create Smart Shopping campaigns?

The first thing to consider when creating a Smart Shopping campaign is:

• Define conversion tracking settings.
• Achieve a minimum of 20 conversions across all Shopping campaigns over the past 45 days.
• Add a global tag to your website.
• Have 100 active users on your remarketing list.
• Linking your Google Analytics account will allow you to define tags there.
• Comply with requirements and policies for Shopping campaigns and ads.

These requirements are necessary for us to achieve the desired results. The more data Ads has at its disposal, the better and more efficiently it will work, and automation will bring us greater benefits.

How to launch a Smart Shopping campaign.

Steps to follow to launch the Smart Shopping campaign:

1. First we will log in to Google Ads.
2. From the pages menu we will click on Campaigns.
3. To select New campaign we will press the plus sign
4. Select the campaign objective or, if desired, we can leave it without defining a specific object.
5. Select Shopping as the campaign type.
6. From the Merchant Center, choose the account with the products you want to publish.
7. In the campaign subtype, choose Smart Shopping Campaign.
8. Give a name to the campaign.
9. Define a daily budget.
10. Bidding will maximize conversions.
11. Define a target ROAS (optional).
12. Choose the products to advertise.

Creating Remarketing Ads Adaptive to the Display Network and YouTube

Once we have the 12 previous points, we have to define the creation of Remarketing ads adaptable to the Display Network and YouTube, therefore we will upload the resources we are going to use as follows:

Logo

If we already have it in Google Merchant, we won't need to do anything.

1. Requirements;
   1. 1200x1200 pixels.
   2. Maximum size 1 MB.
   3. Transparent background recommended.
2. Image: That represents your company
   1. Requirements
      1. Horizontal orientation.
      2. Ratio: 1.91:1
      3. Text must be no more than 1 MB and occupy less than 20% of the image.
      4. Recommended size of 1200x628 pixels.

Text

With your company details

1. Parts:
   1. Short title (maximum 25 characters) appears on the first line of the ad if the long title does not fit.
   2. Long title (maximum 90 characters) appears on the first line of the ad if the long title does not fit.
   3. Description (maximum 90 characters) appears on the first line of the ad for larger ones.
   4. Final URL: This will be the URL to which the ad click sends us.

Final steps to create the campaign

To finish our campaign, we will have to perform the following steps.

1. Check out some of the possible announcements from the preview.
2. Click Save.

Machine learning takes time for campaigns to optimize based on audience, budget, and products. Therefore, it's a good idea to allow time for your Shopping campaign to work properly.

Google's most well-known online marketing tool, along with its search engine, Google Adwords, has changed its name to become more simplified as Google Ads , a name change that not only summarizes the name of Adwords itself, but goes much further, and here we explain it to you . At Click Online 360 we are a Google Ads agency with extensive experience in the sector. As AdWords specialists, we know the ins and outs of this tool perfectly well, which is why we are telling you about the new modification and what real repercussions it has for Adwords users and clients. We have been informed of this change in the Google brand for weeks, and as expected, this was not just a name change campaign , but has also come with a series of changes and strategies from the almighty Mountain View company with the aim of making the work of an AdWords specialist, now a Google Ads specialist, easier and more bearable . In addition to the modification to ad management, Google is also launching two more sections dedicated to improving digital marketing management itself with the Google Marketing Platform and Google Ad Manager platforms . These are intended to improve the optimization of the user/search engine connection and to enhance 360-degree digital marketing by focusing on its online business and its various advertising platform variations on tools aimed at the public, such as YouTube.

After almost 20 years of existence, a change in Google AdWords was needed to bring new vitality to the sector, and Google knows this, which is why it has decided to give its platforms a facelift, both aesthetically and practically, with its new Google Ads.

Of course, this change will also bring better optimization and adaptation to the world of mobile telephony, which, as Ads experts and SEO specialists well know, is the step that Google has bet the most on in 2018 with clear actions such as AMP, which was already announced a few years ago, long tails related to voice search and, above all, Google First Index , Google's new bet for content indexing.

How will my business be affected by this switch from Google Adwords to Google Ads?

As a Google Ads-specialized agency and a Google Premier Partner , we've been working to understand this new change in Google's strategy in detail. We can assure you that it's a positive change that doesn't negatively affect users; quite the opposite. This rebranding by Alphabet Inc. of its subsidiary, Google, has the clear objective of improving the work, connection, and optimization of clients with the platform. Therefore, there's no need to worry about these changes. The other two platforms created by Google with this modification are Google Marketing Platform and Google Ad Manager, which, as we mentioned before, fulfill a clear function and help with 360º marketing. They have unified tools that are already obsolete in some cases or difficult to use in others, hosting them in a single location, making management much easier for both the client and the specialist who wishes to use them. Platform is the unification of the DoubleClick Digital Marketing and Google Analytics 360 tools , which will now be integrated into this section of Google. In this way, digital marketing specialists will have a series of optimized tools to improve their ability to observe results, study them, and carry out marketing actions aimed at improving clients' SEM and SEO. We will also be able to inform our clients in a simple and clear way so that we don't lose them with analytics and statistics that are not modular and don't really provide any specific information to the user, leading to greater confusion. With this tool, we will be able to measure the results of our actions beyond those of Google itself , which will help us considerably when carrying out specialized work in Ads and SEO. Ad Manager has been one of the adaptations, and the work has been more extensive than that carried out by Google in its optimization, as it took them about three years to develop the idea and implement it. This section is designed to unify the criteria and optimization when working with other advertising platforms and Google AdSense to show better and more consistent results. This change by Google was necessary, and many specialists and industry workers were increasingly demanding it, as their tools were becoming obsolete over time. Working with Google Search Console, Google AdWords, Double Click, Analytics 360, and other similar tools was sometimes tedious and even somewhat frustrating. During this time, Google is working harder on these platforms , and we're already seeing the new Google Search Console and Creators Studio for YouTube, both in BETA version but with much improved options and formats compared to the previous ones. The adaptation of Google Ads represents a similar change, so with all this, we can offer much more effective 360º marketing. It's important that we, the AdWords agencies, be the first to start using the new names for their platforms, and that when we refer to Google AdWords management or courses, we do so using the new terms and refer to them as Google Ads courses or Ads specialist and management .

Google has launched Adwords Sheets, a handy tool for extracting data from Google Analytics, Adwords, and Adsense directly into Google Sheets. Called the Adwords Sheets Add-on, it allows you to quickly import data from Google AdWords into Google Sheets to create customized, easy-to-update analyses and reports.

How does Adwords Sheets work?

To start using the AdWords add-on, you must install the add-on from Google Chrome and authorize access to your AdWords accounts. You can also link it to a My Client Center (MCC) account, which also allows you to select multiple accounts and import data into a single report. With the add-on, you can choose metric columns, set filters to narrow the scope of the data, and name the report from a sidebar in the "Report Settings" tab. Once opened, the report data will be available in a new tab with the name you assigned, allowing for easy identification and access. To edit a report, you can return to the "Add-ons" drop-down menu and select "Edit a Report" from the AdWords overflow menu. In that section, you will also find the option to update reports with the most recent data.

Sharing Adwords Sheets reports

Another advantage of the AdWords add-on is that you can share reports with anyone, just like with Google Sheets. You can also control who can see them, thanks to the privacy and sharing features. In conclusion, the new Google Sheets add-on makes it easy to create, run, and update AdWords reports, and although it's still in beta, reviews have been very positive. You can download the beta version here. If you want to know all the latest news about Google AdWords, we'll tell you about it here .