Google Ads FAQ - Yello

Google Ads FAQ - Yello


What is Google Ads?

Google Ads (formerly Google AdWords and Google AdWords Express) is an online advertising solution that businesses use to promote their products and services on Google Search, YouTube, and other sites across the web. Google Ads also allows advertisers to choose specific goals for their ads, like driving phone calls or website visits. With a Google Ads account, advertisers can customize their budgets and targeting, and start or stop their ads at any time.

How does Google Ads Work?

Google Ads works by displaying your ad when people search online for the products and services you offer. By leveraging smart technology, Google Ads helps get your ads in front of potential customers at just the moment they’re ready to take action.

How much does Google Ads cost?

Your Google Ads cost is determined by your budget settings. Google Ads gives you complete control over your budget. You are only charged when users interact with your ad, like clicking to visit your website or to call your business.

Can I expect my campaign to be successful overnight?

Probably not — it takes time to see which ads work best. To help, Google's Smart campaigns use technology to monitor and improve your ads automatically as you go. With Smart campaigns, businesses usually hit their stride in the first month, so we recommend you budget at least that amount of time for best results. Your exact ramp-up time may be shorter or longer than that depending on various factors, like your ad copy and the amount of competition in your local area.

How do I get my ads to rank #1 in Google?

Unfortunately, no agency or consultant can ever guarantee a #1 rank. This is because there are many uncontrollable external factors that cause rankings to go up and down. Some factors include:
  1. Seasonality
  2. Competitors in AdWords
  3. Google algorithm updates
  4. Quality score

What other campaign types are available in Google Ads?

The three most common Google Ads campaign types are:
  1. Search campaigns - usually text form, these ads can show on Google Search results pages when someone searches for a product or service that’s similar to yours.
  2. Display campaigns - usually image form, these ads appear on websites or apps that your customers visit
  3. Video campaigns - usually 6 or 15-second videos, these ads show right before or during YouTube content
Keywords are words or phrases that are used to match your ads with the terms people are searching for.
Selecting high quality, relevant keywords for your advertising campaign can help you reach the customers you want, when you want.

How they work:
To get your ads to appear when people search for your product or service, the keywords you choose need to match the words or phrases that people search for.

Keyword Match Types

Broad match 
Ads may show on searches that are related to your keyword, which can include searches that don’t contain the keyword terms. This helps you attract more visitors to your website, spend less time building keyword lists, and focus your spending on keywords that work. Broad match is the default match type that all your keywords are assigned as if you don't specify another match type (exact match, phrase match, or a negative match type).
The syntax for broad match is to simply input the keyword. Below is an example of how broad match will work:

Phrase Match
Ads may show on searches that are related to your keyword, which can include searches that don’t contain the keyword terms. This helps you attract more visitors to your website, spend less time building keyword lists, and focus your spending on keywords that work. Broad match is the default match type that all your keywords are assigned as if you don't specify another match type (exact match, phrase match, or a negative match type).
The syntax for broad match is to simply input the keyword. Below is an example of how broad match will work:

Exact Match 
Ads may show on searches that are the same meaning or same intent as the keyword. Of the three keyword matching options, exact match gives you the most control over who sees your ad.
Exact match is designated with brackets, such as [red shoe]. Below is an example of how exact match will work:

Negative keywords
You can use negative keywords to exclude your ads from showing on searches with that term. So if you’re a hat company that doesn’t sell baseball hats, you could add a negative keyword for baseball hats.


Google Display 

Display campaigns let you reach people with visually engaging ads as they browse across millions of websites and apps. Display campaigns are a great way to expand the reach of your Search campaigns.

Ad types

Responsive Display ads. With responsive display ads, you can upload your assets (images, headlines, logos, videos, and descriptions), and Google will automatically generate ad combinations for websites, apps, YouTube, and Gmail. Responsive display ads can be used in Display campaigns.
Note: Responsive Display ads will be replacing responsive ads as the new default ad type for the Display Network. If you have responsive ads running, you will be prompted to save them as Responsive Display ads.

Uploaded image ads

For more control, you can create and upload ads. You can upload ads as images in different sizes or HTML5.
Engagement ads. Run engaging image and video ads on YouTube and across the Display Network.
Gmail ads. Show expandable ads on the top tabs of people's inboxes.

YouTube 

You can use YouTube to advertise more effectively to people who are searching for your product or brand.

Benefits of YouTube ads:
Connect with your audience: Ads that play on or run next to YouTube videos can help you connect with potential customers in a unique and memorable way. 

You can be personal: Share your expertise with the world, or put the camera on yourself and explain how your product or service can benefit your audience.

 Reach the right audience: Reach your customers on YouTube by topics, keywords,    or demographics, like "women under 35."

Types of Video Formats

Skippable In stream Ads:



When should I use this ad format?
Use skippable in-stream ads when you have video content you'd like to promote before, during, or after other videos on YouTube and across websites and apps running on Google video partners.

How does the ad format work?
Skippable in-stream ads play before, during, or after other videos. After 5 seconds, the viewer has an option to skip the ad.

Where does the ad format appear?
Skippable in-stream ads appear on YouTube watch pages and across websites and apps running on Google video partners.

How will I be charged?
With CPV bidding, you pay when a viewer watches 30 seconds of your video (or the full duration of the video if it's shorter than 30 seconds) or interacts with your video, whichever comes first.
With Target CPM, Target CPA, and Maximize conversions bidding, you pay based on impressions.

Which campaign goal(s) do I need to select to use this ad format?
  1. Sales
  2. Leads
  3. Website traffic
  4. Brand awareness and reach
  5. Product and brand consideration

Non-skippable in-stream ads:

When should I use this ad format?
Use non-skippable in-stream ads when you have video content you'd like to promote before, during, or after other videos on YouTube and across websites and apps running on Google video partners and you want viewers to see the entire message without skipping your video.

How does the ad format work?
Non-skippable in-stream ads are 15 seconds (or shorter) and play before, during, or after other videos. Viewers don't have the option to skip the ad. Some non-skippable in-stream ads may also appear on YouTube TV, depending on eligibility. Learn more about YouTube TV ads.

Where does the ad format appear?
Non-skippable in-stream ads appear on YouTube videos and across websites and apps running on Google video partners.

How will I be charged?
Non-skippable in-stream ads use Target CPM bidding, so you pay based on impressions.

Which campaign goal(s) do I need to select to use this ad format?
Brand awareness and reach.  You can also use this ad format when you choose "Create a campaign without a goal's guidance" in Google Ads.

Video Discovery ads


When should I use this ad format?
Use video discovery ads to promote video content in places of discovery, including next to related YouTube videos, as part of a YouTube search result, or on the YouTube mobile homepage.

How does the ad format work?
Video discovery ads consist of a thumbnail image from your video with some text. While the exact size and appearance of the ad may vary depending on where it appears, video discovery ads always invite people to click to watch the video. The video then plays on the YouTube watch page or channel homepage.

Where does the ad format appear?
Video discovery ads appear:
  1. On YouTube search results
  2. Alongside related YouTube videos
  3. On the YouTube mobile homepage
How will I be charged?
You’ll be charged only when viewers choose to watch your ad by clicking the thumbnail.

Which campaign goal(s) do I need to select to use this ad format?
Product and brand consideration
You can also use this ad format when you choose "Create a campaign without a goal's guidance" in Google Ads.

Outstream ads


When should I use this ad format?
Use outstream ads when you want to expand the reach of your video ads on mobile, helping you reach more customers.

How does the ad format work?
Outstream ads begin playing with the sound off. Viewers can tap the ad to unmute the video. Outstream ads are designed to increase your video reach at an efficient cost.
Where does the ad format appear?
  1. Outstream ads are mobile-only ads and only appear on websites and apps running on Google video partners. Outstream ads aren't available on YouTube.
  1. Outstream ads can run across a variety of different mobile placements. For mobile web placements, outstream ads appear in banners. In mobile apps, outstream ads appear in banners, interstitials, in-feed, native, as well as in both portrait and fullscreen modes.
How will I be charged?
You’re charged for outstream ads based on viewable cost-per-thousand impressions (vCPM), so you’ll only be charged when someone sees your video play for two seconds or more.

Which campaign goal(s) do I need to select to use this ad format?
Brand awareness and reach.  You can also use this ad format when you choose "Create a campaign without a goal's guidance" in Google Ads.

The following Google Ads policies are especially relevant to video ads and are often associated with disapprovals. Learn about what happens if you violate our policies.

Unacceptable video format
All videos must be uploaded in an approved format. See the Unacceptable video format policy for more information.

Unavailable video
All videos must be publicly available. See the Unavailable video policy for more information.

Unclear relevance
All information should be relevant to what you’re advertising. For example, all submitted ad fields must represent the same advertiser and be relevant to the promoted product. See the policy on Unclear relevance for more information.

Unclear content
All information and media in ads and extensions should be easily understandable and clearly identify the product, service, or entity you are advertising. See the Unclear content policy for more information. Videos must include a name or logo that clearly represents the advertiser, product, or service in the video.

Video quality
All videos used in advertising must meet certain quality standards. See the Video quality policy for more information.

Sexual content
To keep ads relevant and safe for users, Google restricts sexual content in certain circumstances. See the Sexual content policy for more information.

Copyrights
To advertise copyrighted content, you must either own the copyright or be legally authorized to advertise with it. See the Copyrights policy for more information.

Shocking content
Content that could be shocking for users is not allowed in any ads. Some examples include obscene language, gruesome imagery, and gore. See the Shocking content policy for more information.

Third-party ad serving
All third-party tracking pixels must meet our third-party ad serving requirements.

















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