DIGITAL MARKETING 101 GOOGLE ADS 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 website visits or phone calls. 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. 1. Start by selecting your goal, like getting more visitors to your website or more phone calls to your business. 2. Next select the geographic area where your ad should be shown. It can be a small radius around your business or much broader, like cities, states, or entire countries. 3. Finally, craft your ad and set your monthly budget cap. Once your ad is approved, it can appear whenever users in your target area search for a product or service like yours. You only pay when users engage with your ad, like clicking your ad or calling your business.
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5/15/2020
GOOGLE ADS
DIGITAL MARKETING 101 WHAT CAMPAIGN TYPES ARE AVAILABLE IN GOOGLE ADS? The three most common Google Ads campaign types are: 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. Display campaigns - usually image form, these ads appear on websites or apps that your customers visit. Video campaigns - usually 6 or 15 second videos, these ads show right before or during YouTube content.
SEARCH CAMPAIGN SAMPLES
Mobile Search Ad
Desktop Search Ad
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5/15/2020
GOOGLE ADS
DIGITAL MARKETING 101 DISPLAY CAMPAIGN SAMPLES
Mobile Display Ad (Custom)
Mobile Display Ad (Responsive)
Desktop Display Ad
Mobile Display Ad (Responsive)
Desktop Display Ad
• When you advertise on the Google Display Network—which has over 2 million sites and reaches over 90% of people on the Internet—your ads can appear across a large collection of websites, mobile apps, and video content. • Websites include but are not limited to LATimes.com, Curbed.com, HGTV.com, HouseBeautiful.com, Dirt.com, ApartmentTherapy.com, NYTimes.com, ElleDecor. com, Forbes.com and more. For more information, please contact: marketing@dppre.com | 626.683.0777
5/15/2020
GOOGLE ADS
DIGITAL MARKETING 101 WHAT’S YOUR GOAL? We’ll tailor your ad based on the results you want. And, no matter which advertising goal you choose, Google Ads can help you across the board: Drive people to your website Get more calls to your business Increase visits to your listing
DECIDE WHERE TO ADVERTISE Targeting ads is an essential part of a successful advertising campaign. You may have designed the perfect ad, but you’ll need to show it to the right people at the right time to better reach your goal. Go global, or stay local. You decide where you’d like to show your ads, and we’ll get them in front of the right people. Google Ads offers different ways of targeting your ads. • Geo Targeting - For your ad to perform well, it has to find the right audience. Google Ads lets you choose the location where your ad will appear, including within a certain radius of your listing or covering entire regions and countries. • Audience Targeting • Demographics: Target your ads based on how well your products and services trend with users in certain locations, ages, genders, and device types. • In-market: Show ads to users who have been searching for products and services like yours. These users may be looking to make a purchase, or have previously made a purchase and could still be interested enough to interact with your ads. • Custom intent: Choose words or phrases related to the people that are most likely to engage with your site and make purchases by using “custom intent audiences.” In addition to keywords, custom intent audiences lets you add URLs for websites, apps, or YouTube content related to your audience’s interests.
For more information, please contact: marketing@dppre.com | 626.683.0777
5/15/2020
GOOGLE ADS
DIGITAL MARKETING 101 • Content Targeting • Topics: Target one ad to multiple pages about certain topics at once. Topic targeting lets you reach a broad range of pages on the Display Network. Google Ads analyzes web content and considers factors such as text, language, link structure, and page structure. It then determines the central themes of each webpage and targets ads based on your topic selections. • Placement: Target websites on the Display Network that your customers visit. If you select this type of targeting, we’ll only look at your chosen sites when searching for relevant sites. Unlike contextual targeting, placement targeting doesn’t require keywords. A placement might be an entire website or a subset of a site. • Content keywords: Choose words that are relevant to your product or service to target users making searches using those same terms. You can tailor a set of keywords to manually reach certain demographics or meet specific goals. Display ads only appear on the Google Display Network. They don’t appear on search results pages.
CREATE YOUR MESSAGE Highlight what’s best about your business or listing in 3 short sentences to get users excited. Or create compelling banner ads by adding images. Google Ads makes it easy to write effective ad copy or include images. With a variety of ad formats available, we’ll help you determine how best to craft your ad based on your advertising goals and marketing objectives.
For more information, please contact: marketing@dppre.com | 626.683.0777
5/15/2020
GOOGLE ADS
DIGITAL MARKETING 101 GO LIVE Google is where people search for what to do, where to go, and what to buy. Your digital ads can appear on Google at the very moment someone is looking for products or services like yours. Google will display your ads when people search for products like yours. Your ads can appear on Google Search and Maps, and across our network of partner sites. Whether they’re on desktop or mobile, a well-timed ad can turn people into valuable customers. You’ll pay for results, like when people click your ad to call your business, visit your website, or get directions to your listing.
GOOGLE HELPS IMPROVE YOUR ADS OVER TIME With Google Ads you can reach more relevant customers within your budget. Google’s smart technology will improve your ads over time to get more of the results that matter to your business.
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5/15/2020
DIGITAL MARKETING 101 SOCIAL ADVERTISING | FACEBOOK & INSTAGRAM Facebook Ads are paid messages from businesses that are written in their voice and help reach the people who matter most to them. Advertisers create campaigns that have specific goals, which are called Advertising Objectives and they create ads within those campaigns to help them reach those objectives. • Awareness: Objectives that generate interest in your product or service. Increasing brand awareness is about telling people what makes your business valuable. • Consideration: Objectives that get people to think about your business and seek more information. Using the Traffic objective we can create a campaign that encourages people to visit a website to learn more. • Conversions: Objectives that encourage people interested in your business to buy or use your product or service. For example, DPP advertises listings to get more people to visit each listing’s website. When we create ads within that campaign, we’ll choose images, text and an audience that will help increase visitor traffic.
WHERE DO ADS APPEAR ON FACEBOOK? Facebook ads will be shown to the audience you choose for desktop and mobile News Feed and/or the right column. Showing your ad in these placements helps you reach your audience wherever they are.
Mobile Ad
Desktop Ad
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5/15/2020
SOCIAL ADS
DIGITAL MARKETING 101 DEFINE YOUR AUDIENCE FOR SMARTER AD TARGETING There are a lot of targeting options, including choosing an audience based on demographics and interests or creating a custom audience based on your own customer mailing list. Adjust your target audience to be as broad or well-defined as you like, based on the following criteria. • Location: Advertise (by radius) in the cities, communities and countries where you want to target. • Interests: Add interests and hobbies of the people you want your ad to reach— from Real Estate to House Hunting—and make your targeted ads more relevant. • Behavior: Target your ads based on consumer behaviors such as device usage. • Connections: Choose to include people who are connected to your Facebook Page or event, or exclude them to find new audiences.
SPECIAL AD CATEGORY | HOUSING Ads that promote or directly link to a housing opportunity or related service, including but not limited to listings for the sale or rental of a home or apartment, homeowners insurance, mortgage insurance, mortgage loans, housing repairs and home equity or appraisal services must comply with Facebook’s Advertising Policies.
Ads in this special category must not discriminate against people based on certain personal characteristics such as race, ethnicity, national origin, religion, age, sex, sexual orientation, gender identity, family/marital status, disability or medical or genetic condition.
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5/15/2020
SOCIAL ADS
DIGITAL MARKETING 101 AUDIENCE SELECTION OPTIONS We encourage you to broaden and not restrict your audience. To help you comply with Facebook’s Advertising Policies, some audience selection options are unavailable or limited when running ads in this special category. • Age: Options are fixed to include ages 18 through 65+ and can’t be changed. • Gender: Options are fixed to include all genders and can’t be changed. • Detailed Targeting: Some detailed targeting options, which may include demographics, behaviors or interests, are unavailable. Excluding any detailed targeting selections is unavailable. • Location: ZIP code selection is unavailable. Location selection must include all areas within a 15-mile radius of any selected city, address or dropped pin. • Lookalike Audiences: Lookalike audiences are unavailable. To reach new people, we can create a Special Ad Audience that includes people with online behavior similar to your most valuable customers.
OTHER RESOURCES U.S. federal, state and local laws in some locations prohibit discrimination in this special category. It’s our responsibility to comply with relevant fair housing laws in your location and the location you’re advertising to ensure your ads do not discriminate.
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5/15/2020