Pmax Academy

Google Ads training

 A GENDA

Google 1. Google Search

a. SEO
Ads b. Paid search
i. Keywords + match type
Training ii. Campaign structure
iii. Ad text
Optimization
iv.
2. Display ads
a. Introduction
b. Targeting
c. Format
1. Youtube Ads
a. Introduction
b. Targeting
c. Format
 HOW SEARCH ENGINES WORK?

1. Web spiders are software that crawl

content from pages on the internet
INDEX QUERY SEARCH
2. These pages are then indexed
(stored) in
search engine data center and sorted by
CRAWL
Google algorithms
RESULT 3. Web spiders can find new content via
the links between pages
4. When a user search via search engine
LINKS interface, their queries are sent to data
center to process
5. The data center then return search result
pages that was customized by
A B C algorithms
6. The result might contain both organic
and paid results

130,000,000,000,000
pages indexed Source:
Internet Live Stats
Google indexed 130 trillions pages
 SEARCH MARKETING DEFINITION

SEARCH ENGINE MARKETING (SEM)

• Max 4 top positions & 3 bottom positions
• Set up and tracking via Google Ads system
SEO • Keyword-based, demographic-based,
location-based
• Cost calculated by clicks on ads
Search marketing • Position and cost determined by bidding
is the process of price and quality score of the ads
gaining traffic and
visibility from
search engines SEARCH ENGINE OPTIMIZATION (SEO)
through both paid • Middle 7-10 positions or top if no paid
and unpaid efforts results
• Limited tracking via Google Analytics
and
Search Console
SEM • Keyword ranking can be tracked via
software
• Website optimization (onsite &
offsite)
• Controlled by Google algorithms which shift
constantly
 SEO IN A NUTSHELL

KEYWORD
RESEARCH
Tracking & Structure &
Audit Implementation

SEARCH ENGINE
OPTIMIZATION

OFFSITE ONSITE
OPTIMIZATION OPTIMIZATION

Link Building Source: MOZ

 SEO VS PAID
SEARCH
TOPIC SEO Paid Search
Position in Search Results Middle of the page Top & Bottom
How to get first page search Optimize website Increase bid, or
Improve quality score
Cost Free * (SEO service) Paid
How long to get first page search Several months/years Immediately
Tracking Limited Comprehensive
A/B testing ability No Yes
Potential traffic Debatable Debatable
Quality of traffic (Time one site, bounce rate) Debatable Debatable
 SEO VS PAID
SEARCH
The benefits of running SEO and Paid
search
together:

● Increase confidence and awareness

● Higher total volume of traffic

Remarketing list
High-cost or low-
SEO converting (yet Paid search
important) keywords

A/B testing of keyword, ad copy and

landing
pages
 A GENDA

Google 1. Google Search

a. SEO
Ads b. Paid search
i. Keywords + match type
Training ii. Campaign structure
iii. Ad text
Optimization
iv.
2. Display ads
a. Introduction
b. Targeting
c. Format
1. Youtube Ads
a. Introduction
b. Targeting
c. Format
 KEYWORD AND SEARCH TERMS

Search terms are the real-world terms that people use to find those pages through paid and organic search
Keywords are the key to trigger your ads that you need to target and pay for it. 1 keyword can be triggered by many search terms

máy lạnh 2 chiều

máy lạnh 1 chiều chính hãng +máy +lạnh

máy lạnh chính hãng

Search terms Keywords

 Matchtype

• Broad match: These may show if a search term contains your

keyword terms in any order and possibly along with other terms.
Keyword: sua bot
Sua tuoi Bot my
• Broad match modifier: Your ads can only show when someone's
search contains those modified terms, or close variations of the
modified terms, in any order. Keyword: +sua +bot
• Phrase match: Your ad can show when someone searches for your
exact keyword, or your exact keyword with additional words Sua tuoi Sua bot cho tre
before or after it.
Exact match: Your ads can appear only when someone searches
• for your exact keyword, without any other terms in the search.
Keyword: “sua bot”

Negative match: Your ad won't show if a search term contains Sua bot gia re Sua bo bot
• the
Keyword: [sua bot]
keyword term that you define with a minus sign (-) prefix
Sua bot Sua bot cho me

Keyword: - co chat bao quan

Sua bot co chat bao quan Sua bot cho me
Matchtype - Updated Phrase Match

In July 2021, both phrase and broad match modifier keywords will have the same updated phrase matching behavior for all
languages, and will show ads on searches that include the meaning of your keyword
PLANNING
The best tools to go for: Google Keyword Planner

● Provide estimated monthly search volume

● Provide suggestion on related keywords
 CAMPAIGN STRUCTURE

Search ads can be divided into four campaign types for more efficient campaign
management and optimization

Magic Korea, Magic Korea + action, Magic Korea +

BRAND
platform, etc.
C
Nồi cơm điện, Nồi cơm điện + action; Bếp điện, Bếp điện
A PRODUCT
+
action, etc.
M
GENERIC +đồ +gia +dụng, +dụng +cụ +nhà +bếp,...
P
Sunhouse, Sunhouse + action; Comet, Comet +
A
COMPETITOR etc
action,
.
I
G
 Responsive Search Ads

Responsive Search Ad you can write up to 15 different headlines and up to 4 different descriptions.
 AD & EXTENSION

• Location extensions
• Callout extensions
• Call extensions
• Sitelink extensions

• Price extensions
• Review extensions
• App extensions
 AD & EXTENSION

Extension is the key to make sure that your ad can be in the top 1-3 rank

Sitelink

Location

Callout

Promotion
Leadform Extension
 AD STRATEGY

An ad group should have at least 2-3 ads to A/B test and optimize

PROMOTION ORIENTED QUALITY ORIENTED

WITH CTA WITHOUT CTA

 AD STRATEGY

Apply appropriate ad rotation tactics depending on your budget and goals

-Automatically -Reliance on machine - A/B testing - Time consuming

optimize ad that are learning -More control over the - Higher CPC
expected to - Cannot A/B test ad - Cannot use
perform better smart
- Lower CPC bidding
- Can use smart
bidding
Best practices: Rotate >> Optimize
 OPTIMIZATION - KEYWORD & ADS

ADS RANKING =
CPC BID x QUALITY SCORE (1-10)
OPTIMIZATION - KEYWORD & ADS

The three main metrics of Quality score will be: Ad relevancy, CTR, Landing page
experience

Ad relevancy CTR Landing page

● Include Keywords in ● Use all possible extensions ● Invest in SEO best practice
headline and description ● Revise adtext frequently
once per week
● Correct landing page ● CTA, promotion in adtext
 OPTIMIZATION

BID STRATEGY SCHEDULE & BID ADJUSTMENT

• Time
• Day
• Device
• …

DYNAMIC SEARCH ADS

• No keyword
• No headline
Impression Share
Strategy
100 Must win battle
%
Participate
(20-40% SOV) Keywords type

OWN Brand Keywords

COMPETE Product Related

Compete
(60% - 70% Generic
SOV) PARTICIPATE
Competitors

Own
(90% SOV) 10% Nice to
have
 Dynamic Search
Ads
What are Dynamic Search Ads?

Context: Tiki bookstore sells 50,000 books, includes English books & Vietnamese books. They supply
many books of different fields: science, fiction, literature, etc.

Challenges: 50,000 books will have thousands of queries and writing relevant ad texts takes long time
and can not cover all ad text about book. How to show ads without needing to maintain a keyword list
and no need customizing Ad text

Solutions: Dynamic Search Ads?

 Dynamic Search
Ads to use Dynamic Search Ads
Key reasons

✔️Reach and performance: DSA can generate

higher reach for search campaigns with acceptable
performance

✔️Time Saving: DSA can help save time because

it can operate without extensive keywords lists

✔️Coverage: DSA ensure that advertisers will not

miss any relevant keywords
 Dynamic Search
Ads
What are Dynamic Search Ads?

How does it work: DSA will automatically crawl the landing pages and generate the relevant ads to
the
search queries
 Dynamic Search
Ads
Ad text

Google will crawl the website and generate all headlines automatically, the descriptions and
extensions will be written by the advertisers

Write up to 3 creatives / each ad group with different types of ad text to maximize the performance.
Testing with different description
SEM ADVANCED TECHNIQUES - SHOPPING AD

Google Shopping is a service which allows 2018 Google Shopping officially opens in Vietnam
users
● Has visual view on the product
● Compare price between different
vendors.

Display
- Name of store
- Product image
- Price
- Product name,...
- Compare different
stores

WHY ?
● Clear information
● Higher CR
● Relevant to users search terms
 Exercises and Practice

1. Pick one of the brand below

a. Lock and Lock
b. Apollo English
c. FE credit
d. Vinfast
2. Go to keywords planner and build 5-20 keywords >> Group into 4 main themes
a. Brand
b. Product
c. Generic
d. Competitor
3. Write ad text for 3 keywords
 A GENDA

Google 1. Google Search

a. SEO
Ads b. Paid search
i. Keywords + match type
Training ii. Campaign structure
iii. Ad text
Optimization
iv.
2. Display ads
a. Introduction
b. Targeting
c. Format
1. Youtube Ads
a. Introduction
b. Targeting
c. Format
THE TYPES OF TARGETING YOU CAN DO USING
GDN
CONTEXTUAL TARGETING

Reach your audience based o n how they

browse:
■ Keyword Contextual Targeting Googl e
m a t c h e s keywords in your campai gn
with t h e m e s o n t he display network.
■ Topic Targeting Google h a s
categorized t h ou s a nd s of sites a n d s
page for you to choose from.
■ Placement Targeting YOU pick t he
websites wh er e your ads will run.
This gives you t he m a x i m u m
a m o u n t of control.
AUDIENCE TARGETING

Reach your audience based o n who they are:

■ 1. Affinity and Inmarket Google looks at
t h e interest a n d behaviors to s e g m e n t
accurately
■ 2. Demographics Select audience
based
o n “inferred age” or gender.
■ 3. Remarketing Show your ads to people
who visited your website at least once.
■ 4. Similar users Google’s h a s what it calls
“look-a-like technology” to find
c o n s u m e r s with similar browsing habits
to t hose o n a rem ar ket i n g list.
1 GDN - Format -
Static

Below are some of the highest performing ad sizes:

● 300 x 250: Medium rectangle. Works best when

integrated within an article or at the end of a post.
● 336 x 280: Large rectangle – slightly larger
rectangle, which again works best within articles.
● 728 x 90: Leaderboard ad that is placed at the
header of a website
● 300 x 600: Half page ad, which often times is
displayed on the sidebar
● 320 x 100: Large mobile banner that is common in
mobile apps and games. The alternative mobile
banners are 320×50 and 300×250.
1 GDN - Format -
Responsive
Responsive display ads offer an automatic and flexible way to mix all creatives
combination and test to pick out the most performing ones - all supported by Google
algorithm

Prediction + Automation

Creative elements Flexible banners

 A GENDA

Google 1. Google Search

a. SEO
Ads b. Paid search
i. Keywords + match type
Training ii. Campaign structure
iii. Ad text
Optimization
iv.
2. Display ads
a. Introduction
b. Targeting
c. Format
1. Youtube Ads
a. Introduction
b. Targeting
c. Format
 YOUTUBE ADVERTISING
Overview & Benefits

Overview

Audience Engagement • Every month, more than 1

billion people watch more
than 6 billion hours of
Reach just the right YouTube video.
audience • 50% uses Mobile devices

Measure your
success Advertisers decide where
and when a video ad
shows, and which potential
customers see it.
 VIDEO ADVERTISING
LANDSCAPE
Revenue growth estimation in Vietnam

• Revenue in the "Video

Advertising" segment
amounts to US$11m
in 2018 and continue
to increase
significantly

• Revenue is expected to
show an annual growth
rate of 66% resulting in a
market volume of
US$86m in 2022.

Source: Statista report

(2018)
 VIDEO VIEWER
INSIGHT
Demographics Devices in Vietnam Behaviours

• 74% users are in

55% 45% 1.9 Internet 98% TV young group
Male Female 94% listen 91% social
connected
to music media • 91% users use
devices
social media
platforms
74% 16- 52% 80% PC 10% Tablet
34 with
children
31%
66% online
shoppin
game
g online
23% 34% 1%
68% Smart
graduates high Console
phone
income

Source: Kantar TNS

EFFECTIVE WAY TO COMBINE YOUTUBE
PRODUCTS
TrueView in-stream ads AD FORMATS
Description
Ad appears before, during, or
after other videos on YouTube
and the Display Network. It
can be skipped after 5
seconds.
Placements
• Youtube videos
• Video publisher sites
• Games & apps on
the Display Network
Pricing model
• CPV
• Pay when a viewer
watches 30 seconds or
engages in other video
interactions: clicks on the
call-to-action overlays
(CTAs), cards, and
companion banners.
• C P MCampaign Goal
• Brand awareness and reach
• Product and
brand
consideration (all)
• Campaign created without
a goal
TrueView in-stream ads
- Companion banner
AD FORMATS

Description

• A clickable thumbnail image

appears next to the ad, in the
top right corner (on a desktop
computer).
• Provides continued brand
presence after a video ends, and
the viewer can click on it
anytime
Types: image & video
wall Direct to:
• External URL or a
YouTube
channel
• Counts as a view, even if the
viewer hasn’t watched 30
seconds of the ad
TrueView in-stream ads
- Pros & Cons
AD FORMATS

• Suitable for increasing • Short attention span: must

brand awareness
• Cost-efficient: pricing model
CPV, only charged when
your video is watched
• Video ad at any length
• Large inventory -> good
for scale up
• Strong targeting ability
catch audience's’ attention in
5 seconds (or they will skip
the ad).
• Make audiences feel annoyed
(if the ad is played before
their watching video)
TrueView
video
AD FORMATS
discovery ads
 TrueView
video
AD FORMATS
discovery ads TrueView video discovery ads

Description Pricing model

Ad appears when • CPV • Suitable for • Must have attractive

people are • Pay when a viewer Consideration stage & relevant content to
searching/browsing clicks on ad thumbnail • Cost-efficient: pricing get audiences’
videos on YouTube and and model CPV, only attention
across the web. begins watching your charged when your
ad. video is watched
Placements Campaign goal • Video ad at any
length
• Next to related • Product and • Large inventory -
YouTube brand
> good for scale
videos consideration
up
• YouTube search results • Campaign
• Strong targeting
• YouTube created without a
ability
mobile goal
homepage
Bumper Ads AD FORMATS

Description Pricing model

• Ad lasts 6 seconds or • CPM

shorter and plays • Pay each time the ad
before, during, or after is shown 1,000 times.
another video,
unskippable.
• Reach viewers broadly
with a short, memorable
message
Placements Campaign Goal

• Youtube videos • Brand awareness and reach

• Videos on partner • Campaign created without
sites a
• Apps on the goal
Display Network
Bumper ad - Pros &
Cons
AD FORMATS

• Unskippable: users • Very short duration

will surely watch the • May not very effective
ad as the pricing model is
• Suitable for brand CPM
awareness
 TARGETING ABILITY
– KHẢ N
Overview

Demographics Sở thích Re-marketing Placements Topics Keywords

• Age
Nh ữ ng ng ườ i đã • Kênh Youtube • Ô tô Keywords
• Gender
• Parental status t ươ ng tác v ới related to
• Video trên • Tài chính videos. your
• Income video, kênh ho ặ c
Youtube
• ... qu ả ng cáo c ủ a b ạn.
• Th ờ i trang
• Ứ ng d ụ ng trên
M ạ ng hi ển th ị • Đ ồ ăn
Đối tượng
Affinity Custom Sự kiện • Các trang web
trong đời trong thị trên
Audiences Affinity Audiences trường
Những người đã Thu h ẹp đ ố i t ượ ng M ọ i ng ườ i s ẽ có
• M ạ ng hi ển th ị
có sở thích sâu chung sở thích. Ví nhữ ng thay đ ổ i Nh ữ ng ng ườ i đang
sắc về một chủ d ụ : nh ắm m ục tiêu v ề hành vi mua nghiên c ứ u & cân
đề. đến nhữ ng ng ười hàng trong các
nh ắ c mua s ản
quan tâm đ ến giày sự kiệ n của
cuộ c đ ờ i h ọ : t ố t ph ẩ m.
ch ạy b ộ thay vì ch ỉ
th ể thao. nghi ệ p, k ết
hôn, ... Note:
Added at the ad group level
Adding targeting method will narrow, not widen, your
targeting.
REMARKETING TO YOUTUBE
VIEWERS Actions that can be re-
marketed

• Viewed any video from a channel

• Viewed certain videos
• Viewed any video (as an ad) from a
channel
• Viewed certain videos (as ads) List Sizes
Views
Pull list members
from the last 120
days of activity
• Subscribed to a channel
on channel, or
• Visited a channel page
start
• Liked any video from a channel
fresh.
• Added any video from a channel to a
playlist
• Commented on any video from a channel
Other actions • Shared any video from a channel
 REMARKETING TO YOUTUBE
VIEWERS
Various ad formats
0 Best practices Detailed reports
02
1
Remarketing campaign with video ads Optimize remarketing campaign based
and other ad formats (text, image, and on performance metrics.
rich media ads on GDN). Ex: raise bids on specific topics or
channels
that generate the best ad response.

Ease of
use
03 Custom audiences
04
Easily create, manage, and target Customize your targeting by
your combining remarketing lists.
remarketing lists. Ex: reach audiences who viewed
movie trailer but haven’t yet viewed
your ad promoting the DVD release.