{"id":15309,"date":"2021-04-20T10:08:10","date_gmt":"2021-04-20T10:08:10","guid":{"rendered":"https:\/\/website.clientdemoweb.com\/oggadoon\/?p=15309"},"modified":"2021-04-20T10:08:10","modified_gmt":"2021-04-20T10:08:10","slug":"10-things-you-didnt-know-about-google-ads","status":"publish","type":"post","link":"https:\/\/website.clientdemoweb.com\/oggadoon\/10-things-you-didnt-know-about-google-ads\/","title":{"rendered":"10 things you didn&#8217;t know about Google Ads"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">Google Ads is a largely daunting and confusing platform. There\u2019s no way to just \u2018hop in and try it out\u2019 with Google Ads, forcing new people on the platform to use their Ads Wizard, a tool better used as a cure for insomnia.<\/span> <span style=\"font-weight: 400;\">For those of you who want to bypass the training and get stuck into it, here are the essential need-to-knows for planning and running a successful Ads campaign first time. So with that, we\u2019ve assembled a list of 10 essential features you didn\u2019t know you could use with Google Ads.<\/span><\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_43 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\">Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" area-label=\"ez-toc-toggle-icon-1\"><label for=\"item-6a21d133b2402\" aria-label=\"Table of Content\"><span style=\"display: flex;align-items: center;width: 35px;height: 30px;justify-content: center;direction:ltr;\"><svg style=\"fill: #4ab5af;color:#4ab5af\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #4ab5af;color:#4ab5af\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/label><input  type=\"checkbox\" id=\"item-6a21d133b2402\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/10-things-you-didnt-know-about-google-ads\/#1_Keyword_Planner\" title=\"1) Keyword Planner\">1) Keyword Planner<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/10-things-you-didnt-know-about-google-ads\/#2_Negative_Keywords\" title=\"2) Negative Keywords\">2) Negative Keywords<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/10-things-you-didnt-know-about-google-ads\/#3_Radius_Targeting\" title=\"3) Radius Targeting\">3) Radius Targeting<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/10-things-you-didnt-know-about-google-ads\/#4_Sitelink_Extensions\" title=\"4) Sitelink Extensions\">4) Sitelink Extensions<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/10-things-you-didnt-know-about-google-ads\/#5_The_Display_Network\" title=\"5) The Display Network\">5) The Display Network<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-6\" href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/10-things-you-didnt-know-about-google-ads\/#6_Managing_Placements\" title=\"6) Managing Placements\">6) Managing Placements<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-7\" href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/10-things-you-didnt-know-about-google-ads\/#7_Audience_Interests\" title=\"7) Audience Interests\">7) Audience Interests<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-8\" href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/10-things-you-didnt-know-about-google-ads\/#8_Bid_Adjustments\" title=\"8) Bid Adjustments\">8) Bid Adjustments<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-9\" href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/10-things-you-didnt-know-about-google-ads\/#9_Ad_Schedule_Time_of_Day\" title=\"9) Ad Schedule (Time of Day)\">9) Ad Schedule (Time of Day)<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-10\" href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/10-things-you-didnt-know-about-google-ads\/#10_Quality_Scores\" title=\"10) Quality Scores\">10) Quality Scores<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-11\" href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/10-things-you-didnt-know-about-google-ads\/#Conclusion\" title=\"Conclusion\">Conclusion<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"1_Keyword_Planner\"><\/span><span style=\"font-weight: 400;\">1) Keyword Planner<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Whether you\u2019ve heard about the Keyword Planner before or not, it\u2019s important to know how to use it effectively. We\u2019ve already covered some of the ways you can use the Keyword Planner when it comes to <\/span><a href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/building-a-website-for-seo-success\/\"><span style=\"font-weight: 400;\">writing website copy and a content strategy for SEO<\/span><\/a><span style=\"font-weight: 400;\">, but its actual purpose is for Ads.<\/span> <span style=\"font-weight: 400;\">The Keyword Planner shows you search volumes and bids for the keywords and phrases you\u2019re thinking of adding to your campaign \u2013 but it also shows you a large list of other, similar keywords and phrases that you can add to your list. It\u2019s worth investing time into looking through the Keyword Planner \u2013 if you think you know every search term used to find your business, think again! Some keywords and phrases might not have the search volume you thought they did, or you might find that bidding on certain keywords will blow your budget.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"2_Negative_Keywords\"><\/span><span style=\"font-weight: 400;\">2) Negative Keywords<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">These are equally as important as your keywords as you don\u2019t want your Ads showing in searches that aren\u2019t relevant to your business. The Keyword Planner tool can bring to your attention keywords that might be similar but aren\u2019t what your business offers.<\/span> <span style=\"font-weight: 400;\">For example, your business might be offering space for a \u2018workshop\u2019 \u2013 is this the kind of studio workshop where someone could create their art, or is it a meeting room for training?<\/span> <span style=\"font-weight: 400;\">Using the Keyword Planner, Search Console, \u2018Searches\u2019 data in your Ads dashboard (if you are running or have run a campaign), and your own knowledge, you can compile a pretty good list of keyword search terms you definitely don\u2019t want your Ads to appear on. Again, these have the same rules as keywords in that you can apply broad match, phrase match, and exact match modifiers to refine your keyword. Don\u2019t know what that means? <\/span><a href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/keywords-quality-scores-ads-ppc\/\"><span style=\"font-weight: 400;\">Check out our blog on keywords here<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"3_Radius_Targeting\"><\/span><span style=\"font-weight: 400;\">3) Radius Targeting<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Yes, you can target by location, but did you know you can also target by radius? This little trick is perfect for businesses who know that they have a local audience, such as a restaurant or hairdressers, or a flower shop with a local delivery option, and will therefore want to target those in the area. It\u2019s a rather unique feature in the sense that not a lot of advertising platforms have this option. You can also set bid adjustments to increase depending on how close the person making the search is to your location \u2013 getting comfortable with bid adjustments, and knowing whose view or click is worth paying more for, is an important key to success.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"4_Sitelink_Extensions\"><\/span><span style=\"font-weight: 400;\">4) Sitelink Extensions<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Everyone wants their Ad to stand out which is why Sitelink Extensions are essential. With those you can add a phone number, locations, special features and direct links to pages of your website. All of these are totally trackable, so you\u2019ll be able to see how many people clicked on your telephone number to give you a call based on your ad as well as having data that shows where on your ad people clicked through to.<\/span><\/p>\n<!-- \/wp:post-content -->\n\n<!-- wp:image -->\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/6u_iQzEcI5piI6HegMBv-2lxAOBCssqdUPR2axOBUzSddJskowFwED616U54YOHWr4vM--xJcG8GZ7NP-LfAozKSygM9kt3iJ3tpAPe1e3nGGzi7GcReL5ElYvRpfZuRBel-lLhH\" alt=\"\" \/><\/figure>\n<!-- \/wp:image -->\n\n<!-- wp:paragraph -->\n<p><span style=\"font-weight: 400;\">Did they click on the main link to your specified landing page, or did they click through one of the sitelink extensions because it was more helpful? Sitelink Extensions are really easy to set up so we suggest they become a staple of your Ads.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"5_The_Display_Network\"><\/span><span style=\"font-weight: 400;\">5) The Display Network<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">You may have heard of the Display Network, but what is it exactly? The Google Ads Network is split into two:<\/span> <span style=\"font-weight: 400;\">The Search Network: where your Ads are displayed in Google and Google partner search results, such as AOL and Yahoo (if you opt-in)<\/span> <span style=\"font-weight: 400;\">The Display Network: where your Ads appear on websites across the internet<\/span> <span style=\"font-weight: 400;\">There\u2019s a couple of major differences. The Display Network requires you to create image ads as well as text ad so they can be shown across their network \u2013 image Ads have an average of 0.1% higher click through rate than text Ads alone, so it makes total sense to ensure you have Display Ads created for each variable so you can maximise the reach.<\/span> <span style=\"font-weight: 400;\">Ads are also charged based on Cost per Click not by impressions. According to Google, Display Ads are said to reach <\/span><a href=\"https:\/\/ads.google.com\/intl\/en_uk\/home\/campaigns\/display-ads\/\"><span style=\"font-weight: 400;\">90% of internet users<\/span><\/a><span style=\"font-weight: 400;\">, as the vast majority of websites seem to host Ads, but with this reach comes complex management \u2013 such as placements and audiences \u2013 if you really want to maximise your reach.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"6_Managing_Placements\"><\/span><span style=\"font-weight: 400;\">6) Managing Placements<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">With Display Ads you do get some say as to where those Ads will be placed, but you need to manage it. If you have specific websites in mind then great! If not, we suggest you use the Audience targeting options to get an idea of where your audience is and where your Ads might go. You can start by adding your competitors to the exclusions list and keep a close eye on where Google is placing your ads. Always check out your placements\u2019 website and be in control of where your ad goes.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"7_Audience_Interests\"><\/span><span style=\"font-weight: 400;\">7) Audience Interests<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Under the Audience\u2019s tab you\u2019ll notice that you can add audiences \u2013 this is only applicable if you\u2019re running Ads on the Search and Display Network. Audiences can be targeted based on their interests and will ensure that your Ads appear on websites that are hosting content that matches the interests specified in the Audiences tab. They work alongside keywords, so it\u2019s not a case of one or the other. We recommend you have a look through all the different interests available. Some might be an obvious choice for your campaign and some may spark inspiration. If in doubt, run the campaign with the Observations setting so you\u2019ll gain more insights into the interests your audience may have, and set bids for these accordingly.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"8_Bid_Adjustments\"><\/span><span style=\"font-weight: 400;\">8) Bid Adjustments<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Bid Adjustments are one of the most important features you need to be comfortable with. It might seem like an \u2018advanced strategy\u2019 but it\u2019s really not. Bid Adjustments ensure your bid is increased on platforms, placements, locations and keywords that you want your ad to place highly on, and decreased where you aren\u2019t so fussed about having your ad place at the top.<\/span> <span style=\"font-weight: 400;\">You can run an automatic bid strategy, where you can set an upper cap on the maximum bid, and use bid adjustments, ie +10% or -10%. But in order to manually bid on keywords you must have a manual bidding strategy set up overall. We don\u2019t suggest this for beginners or for those testing a campaign as it\u2019s hard to know what you\u2019d expect to pay for clicks\/impressions on those keywords without having any real-time data based on your actual budget.<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"9_Ad_Schedule_Time_of_Day\"><\/span><span style=\"font-weight: 400;\">9) Ad Schedule (Time of Day)<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Setting the times of day you want your Ads to run is necessary to ensure you\u2019re maximising your budget and Return on Investment. If you\u2019re a B2B company, you can safely assume that employees of other businesses will likely be working between 9am-5pm when making a search relevant to your business \u2013 but remember, if your audience is global, you\u2019ll need to take into account time zones.<\/span> <span style=\"font-weight: 400;\">However, we\u2019ve found that office workers, particularly within tech, will be searching between 8am-8pm, Monday to Friday. For B2Cs it\u2019s harder to predict the time of day when search volumes will be highest; we\u2019ve found that people aren\u2019t typically searching between 2am and 6am but, as always, when in doubt&#8230; test!<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"10_Quality_Scores\"><\/span><span style=\"font-weight: 400;\">10) Quality Scores<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">It\u2019s really easy to overlook Quality Scores when it comes to writing Ads. You might think that your amazing Ad copy is sure to get your bid low and your placements high because that\u2019s the ultimate goal, but, in some respects, you have to forget what you know and instead write your Ads based on the keywords in your campaign.<\/span> <span style=\"font-weight: 400;\">It\u2019s really the keywords that dictate your entire campaign and what you pay, so your keywords need to be present in your Ads \u2013 headlines and descriptions \u2013 and on your landing page (the page you want people to click through to). Otherwise you\u2019ll get a low Quality Score meaning higher bid cost, lower overall placement, and Ads not being placed frequently.<\/span> <span style=\"font-weight: 400;\">You can check the quality score of each Ad in the Ads and Extensions tab. If it\u2019s anything less than a 7 you need to take a look at your keywords, ad copy, and landing page to ensure that they\u2019re cohesive. <\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span><span style=\"font-weight: 400;\">Conclusion<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">We hope that this beginner\u2019s guide to Google Ads has taught you some things that you didn\u2019t know before. You can head over to your Ads account and try some of these features out for yourself, or we\u2019re more than happy to take the stress out of Ads for you.<\/span> <span style=\"font-weight: 400;\">The OggaDoon team have done the hours and certifications, and have worked on a number of successful Ads campaigns for clients across a range of businesses. If you\u2019d like to discuss Ads for your business, we\u2019re more than happy to set up or manage a campaign for you \u2013 just<\/span><a href=\"mailto:caroline@website.clientdemoweb.com\"><span style=\"font-weight: 400;\"> get in touch<\/span><\/a><span style=\"font-weight: 400;\">.<\/span><\/p>\n<p style=\"text-align: center;\"><strong>Stay up to date with everything digital. We bring you the newest trends from social media, search engines, and more, in a monthly digest. Sign up for free below.<\/strong><\/p>\nThis form does not exist","protected":false},"excerpt":{"rendered":"<p>For those of you who want to bypass the training and get stuck into it, here are the essential need-to-knows for planning and running a successful Ads campaign first time. So with that, we\u2019ve assembled a list of 10 essential features you didn\u2019t know you could use with Google Ads.<\/p>\n","protected":false},"author":1,"featured_media":15289,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[],"class_list":["post-15309","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.14 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>10 things you didn&#039;t know about Google Ads | OggaDoon<\/title>\n<meta name=\"description\" content=\"Here are 10 things you didn&#039;t know you could do in Google Ads but should! 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