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You can access Google’s ad settings via your Google account:
1. Head to the My Account page.
2. If prompted, enter your Google username and password.
3. In the menu on the left, select “Data & personalization.”
4. Find the “Ad personalization” card and select its “Go to ad settings” link.
5. This will open the Ads Settings for your Google account. At this point, you have a few options.1. Turn off personalization 2. Exclude non-Google activity 4. Disable Ad Categories on YouTube Conclusion
Jessica Thornsby is a technical writer based in Derbyshire, UK. When she isn’t obsessing over all things tech, she enjoys researching her family tree, and spending far too much time with her house rabbits.
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Google Ads is rolling out three new columns to reports that make it easier to understand how conversions impact campaign performance.
The three new columns include the following:
Before this update, you would have had to apply custom segments to see each conversion action and the categories they fall under. Now the data is more readily available.
Here’s more about the new columns in Google Ads reports.Results Column
The results column shows the number of conversions received across your primary conversion actions for each of the standard goals in your account.
This column will also show you the impact a campaign is driving against goals it’s not optimizing towards. The example above shows how the campaign generates phone calls, even though it’s not optimized for that type of conversion.Results Value
The results value column shows the calculated conversion values you’ve received across your primary conversion actions for each of the standard goals in your account.
The example above shows how easy it is to compare and contrast the total conversions versus the total value generated.Conversion Goals Column
The conversion goals column shows you the goals listed in your campaign-level settings that drive performance.
If you want to analyze campaigns optimized for lead form submissions, you can easily see which ones you need to look at.Availability
The three new columns in Google Ads are available on the Campaigns page for tables and charts and in custom reporting pages like the Report Editor or Custom dashboards. You’ll also be able to access this data at the manager account level.
Featured Image: Tada Images/Shutterstock
Do you wish to optimize Google Ads campaign but aren’t sure how to do it in a data-driven way?
You’re not alone.
In this guide, we’ll walk you through five different strategies you can start using to analyze your Google Ads data and make changes that improve your core metrics.
An overview of what we’ll cover:
So let’s jump in.1. Monitor your Main “Conversion” Metrics
Arguably one of the most important metric groups to track inside Google Ads are your conversions and all the metrics surrounding this value.Conversions
You’d be surprised how many accounts flat out don’t track conversions or track it, but not well enough.
These metrics are the foundation that you’ll build on for a lot of your analysis later on, so if you haven’t already, make sure this is set up and tested!Cost / Conversion
So you’re tracking Conversions now.
But how do we find out if a campaign is worth it or not?
Queue Cost / Conversion.
This metric allows you to assess how effective the campaign is at driving conversions based on the amount you’re actually spending to acquire them.
There may be other useful conversion metrics to look at like ROAS, CAC & LTV, but for the purpose of this post, we will mainly be looking at Cost / Conversion as our main optimization metric.2. PPC Targeting
Now the fun part – optimization.
The goal of optimizing any ad account involves analyzing your data and making decisions that maximize positive outcomes.
This could be improving your targeting, capturing more conversions, and much more.
This way, when you increase your budget, the conversion rate will also increase.
But if the conversion cost is exactly what you want, you’re actually increasing your speed at no extra cost.
The first thing for you to analyze is whether your current Cost / Conversion amount is at a threshold or not. If that’s not your goal for the company’s budget trends, you can try to minimize it.
Are you in scale mode or efficiency mode?
If you’re happy with your Cost / Conversion figures, you may want to start scaling your campaigns.
If you think this figure could be better, then the best place to start is with your targeting.Adding Negative Keywords
Easily one of the best reports to start at to optimize your Cost / Conversion is the Search Term Report.
You can find the keywords from the Keyword section on your Google Ads homepage.
For example, our search keywords here are facebook retargeting or retargeting.
I know right…shock.
Keywords and Search Terms are defined as:
Keywords: The word/s that you choose to bid on that end up determining when and where your ad can appear.
Search Terms: The word/s that a user actually types into a search engine to make your ad appear.
The way that these keywords trigger for different phrases is constantly being changed by Google (not helpful, I know) and controlled by a thing called Match Types. But that’s besides the point.
And how you can potentially weed out all of the noise and just focus on the good stuff.
In our report, we saw that 30 people searched for the term “how to retarget on facebook”.
We also have the term “retargeting solutions” which doesn’t really make sense for us to trigger for.
We do it with something called Negative keywords.
So let’s go ahead and add “solutions” as a negative keyword so that we don’t trigger for it in the future.
Copy the keyword, and open Negative keywords in the left sidebar.
Under Add to, choose Campaign. This is because we want to add this keyword to all the ad groups on our campaign level.
Let’s go back to Search terms and refresh the page.
Once done, you’ll see that the particular keyword will be excluded from our campaigns going forward.
Let’s search more to find any other negative keywords that aren’t related to our campaign.
Another term that doesn’t fit with our offering is “fbx”.
We can add that as another negative keyword and continue this process to develop a comprehensive list that grows over time and slowly improves our account targeting.Keyword Match Types
For example, we think that facebook retargeting pixel might be a good fit for our campaign.
We can use this keyword in an ad that describes our website’s facilities for the training regarding installing the pixel or where to find pixel code.
As we already mentioned, adding and removing keywords is one of the methods to increase campaign effectiveness.
So it might be the correct time to pause the second ad for the time being.
Additionally, we can create another ad and create a split test by adapting the elements of the better-performing ad.
So, these are the three modifications you can do to your campaigns to increase your effectiveness.
However, the next method is a little different.4. Optimize Quality Score
Quality Score is the most important part of an ad campaign.
Let’s open an ad group from one of our campaigns. You may notice some keywords suggesting a low Quality Score.
This will significantly increase your quality score.
In some cases, simply using correct keywords won’t work. You might need to create a more compelling ad for the quality score to improve.
So, that’s how you use the quality score to decrease your overall cost.
🚨 Note: If you want to dive deeper into this topic, check out our handy guide on how to improve quality score in Google Ads.
Finally, our last strategy depends on the amount we bid for each keyword.5. Bid Competitively
According to this strategy, we need to identify the keywords that are below the first page bid.
Let’s understand this with the help of an example.
For training purposes, we bid $0.60 for the keyword ‘retargeting’. However, Google suggests that this price is Below first page bid ($1.66).
This means we need to bid an amount of $1.66 to land our ad on the first page.
Similarly, some keywords may even have their prices up to $10-15, because different keywords will have different bid amounts.
So you’ll need to decide the amount you’re willing to pay for each keyword.
There is another simple way to do it. We can use Google’s automated bidding.
But before we start using up our budget, we first need to remove all the negative keywords from our campaign so that we don’t spend more on those keywords.
In our campaign, we strategically used below first page bidding for the initial stages of our campaign, and then switched to Google’s automated bidding.
We marked a period in our campaign post that we decided to switch to maximize conversions.
Our strategy of executing automated bidding was to use the strategy of maximize conversions temporarily.
Gradually, we transferred it to target CPA bidding.When to Use Automated Bidding?
We’ll use automated bidding at a campaign level. So, open the Settings section of the campaign.
Navigate to Bidding → Change bid strategy.
Select Maximize conversions.
Additionally, you can also choose the option to Set a target cost per action.
So for the initial stages, we recommend starting with Maximize conversions to populate some data on your campaigns.
Gradually you can also try to decrease the cost per conversion.
Once done, we’ll verify if the process works correctly.
Open the ad group for which we modified the bidding strategy.
You’ll notice that you no longer have the option to change the bid amount when you switch to this conversion type, as Google will take control of that.
You can also monitor which Bid strategy type you’re using by adding it to your column set.
💡Tip: Consider adding notes to your account when making bidding and other large setting changes to help you understand the effect of these changes weeks or months down the line.FAQ How do I track conversions effectively in Google Ads?
To track conversions effectively, make sure you have set up conversion tracking in your Google Ads account. Ensure that the conversions you track are of similar value and align with your campaign goals. Monitor metrics like conversions and cost per conversion to evaluate the effectiveness of your campaigns.What is Quality Score and why is it important for my ad campaign? What is Cost/Conversion and how can it help optimize my campaign?
Cost/Conversion is a metric that measures the effectiveness of your campaign by evaluating the cost incurred to acquire each conversion. By analyzing the Cost/Conversion, you can determine if your campaign is cost-effective and make necessary adjustments to improve it.Summary
So there you go, those were the five steps we use to optimize Google Ads search campaigns.
Remember, as long as you’re using data to make your decisions you should be all set!
If you’re a retailer, make sure to check out these 5 tips for optimizing Google shopping campaigns.
If you want to analyze your users’ activity on your ad campaigns check out our guide on how to set up WooCommerce Google Ads conversion tracking.
Have you already tried one of these steps to optimize your Google Ads campaign?
If you’re deciding how to allocate your video ad budget, YouTube has the vast reach and powerful targeting capabilities that make it an undeniably valuable platform across the customer journey.
In this article we’ll take a look at your ad format options, run through how to set up a video ad campaign, list up-to-date ad specs, and leave you inspired with best practices from proven performers.
Bonus: Download the free 30-day plan to grow your YouTube following fast, a daily workbook of challenges that will help you kickstart your Youtube channel growth and track your success. Get real results after one month.
If you’ve already been spending time fine-tuning your YouTube marketing strategy, you’re probably familiar with most of these formats, by virtue of having seen them in action. But let’s walk through and take a gander at the details.
Sidebar: You’ll see the term “TrueView” pop up a lot. TrueView is YouTube’s pet name for the payment type where you only pay for an ad impression when a user chooses to watch it. (The other type of TrueView video ad is the discovery ad type, and we’ll give more details on that below.)
Meanwhile, their sign-up CTA shows up in both a companion banner in the top right of the display, and a video overlay in the bottom left. (Note that even if a viewer skips the video, the companion banner remains.)
When should you do this? When you’re aiming for a wide lift in brand awareness, and you’re confident that your creative is strong enough to hold your audience’s attention for the full 15 seconds.*
*Or up to 20 seconds if you’re in India, Malaysia, Mexico, Singapore or EMEA in general.
In an ideal world, both of these ad types appear in conjunction with related content. Of course, that’s not always the case.
Here’s where we get into the nitty gritty. First, your video ad will live on YouTube, so start by uploading the video file to your YouTube channel. Make sure the video is public—or, if you don’t want it popping up in your channel, you can make it unlisted.1. Create your campaign
Sign in to your Google Ads account and select New Campaign.
a) Choose your campaign goal, based on your brand’s marketing objectives:
Product and brand consideration
Brand awareness and reach
Or: create a campaign without a goal’s guidance
c) Since you’re most likely working with video, you’ll want to select your video campaign subtype:
d) Don’t forget to name your campaign in a way that allows you to easily locate, manage, and optimize it in the future.2. Define your campaign parameters
b) Enter your budget by day or as the total amount you’re willing to spend on the campaign. Also enter the dates your ad will run.
Discovery only (i.e., YouTube search results);
All of YouTube (i.e., search results, but also channel pages, videos and the youTube homepage)
YouTube Display network (i.e., non-YouTube affiliate websites, etc.)
3. Target your audience
If you haven’t created buyer personas yet, take the time to do so. The more you know about your audience, the better you can target them, and the higher your ROI.
Demographics: This covers age, gender, parental status, and household income. But YouTube also offers more detailed life-stage data: you can target new homeowners, college students, new parents, for instance.
Interests: Use topics and keywords to target people based on their past behaviour (i.e., search topics). This is how YouTube helps you find people at crucial moments, like when they’re researching their next electronics purchase, or trying to learn how to build a website.
Pro Tip: Remember that whether a video is relevant to a user’s interests is 3x more important to people than if it has a celebrity in it, and 1.6x more important than if it looks like it was expensive to produce.
Remarketing: Target audiences who have already interacted with your other videos, your website or your app.4. Set your campaign to live
a) Enter the link to your ad, and hit the Create Campaign button to set your campaign running.
For more nitty-gritty detail, YouTube has their own guidelines for ad creation here.YouTube ad specs
File format: AVI, ASF, Quicktime, Windows Media, MP4 or MPEG
Video Codec: H.264, MPEG-2 or MPEG-4
Audio Codec: AAC-LC or MP3
Aspect ratio: 16:9 or 4:3 is recommended, but YouTube will automatically adapt the file depending on the aspect ratio and device
Frame rate: 30 FPSYouTube video ad length guidelines
Hook people immediately
What’s a hook? Maybe it’s a familiar face. A strong mood or emotion. Tight framing of key products or faces (unfamiliar ones, too). Perhaps a surprising or unusual genre choice like humour or suspense. Or a catchy song, if you can secure the rights.
For instance, this leaderboard-topping Vrbo ad starts off powerfully because of its opening shot of outright misery. Paired with a dissonant title (“Sunny beaches, sandy beaches,” etc.), audiences have a little bit of tension to keep them interested. Why is the sunny beach video about a sad wet man?
If you watch the video you’ll quickly realize the opening shot has little to do with the rest of the ad: it’s a bit of a bait and switch, but it’s jaunty enough that it works.Brand early, but brand meaningfully
For a refreshing example of how a brand can fully embody its positioning, take a look at Mint Mobile’s new #stayathome-inflected ad. In it, majority owner and famously handsome man Ryan Reynolds alludes to the expensive studio-shot video Mint Mobile had started to prepare. Instead, he screenshares a Powerpoint with a bar graph and some “next steps.”
Source: Mint Mobile
The takeaway here? Branding is more than just making sure your logo shows up in the first 5 seconds, per YouTube’s recommendations. A truly great video ad personifies your brand in a way where literally every detail supports that character, tone and vision.Connect with story + emotion
In 2023, Wells Fargo ran a brand awareness campaign on YouTube that directly acknowledged their recent history of spectacular customer abuse scandals. According to the bank’s VP of marketing, the campaign—meant to re-establish trust with regular people—was seen as risky and polarizing for internal stakeholders.
No matter your personal opinion of retail banking, in this one-minute long cornerstone ad, the combination of high-end costume-drama Western visuals and uplifting shots of people “doing the right thing” in offices is undeniably emotionally effective. Add in some famous guitar riffs and you have some pretty stirring stuff.
Source: Wells Fargo
The takeaway: anyone can “tell a story.” If you want to tell a really effective one, go for the throat and tell the story that takes a risk.
Pro Tip: And if you have the resources for multi-ad sequencing (i.e., multiple videos of differing lengths that target your audience in a given order), there are several kinds of narrative arc you might want to consider.Show people what to do next
As we’ve mentioned, your YouTube ad needs a goal in order for you to measure its success.Don’t be afraid to use templates
Not every brand has a century-old-bank or unicorn-startup budget to blow. Grocery delivery service Imperfect, for instance, creates quick, simple, personable videos that are perfectly effective.
If you know what your message is, you don’t need a Hollywood A-lister to deliver it. Our social video strategy toolkit has more suggestions to get you moving on making your masterpiece.
Use Hootsuite to promote your YouTube channel and drive engagement. Easily publish videos to Facebook, Instagram and Twitter—all from one dashboard. Try it free today.
Do it better with Hootsuite, the all-in-one social media tool. Stay on top of things, grow, and beat the competition.
Looking for ways to get more conversions for your website?
Here is an overview of what we’ll cover:Google Display Campaign
What is a Google display campaign?
With the immense potential for reach, a display campaign can introduce your brand to tons of consumers, both relevant and irrelevant.
The first category targets websites based on the content of the page. Let’s say you own a business that sells dog food, then you might want to target a website that talks about dogs.
The other category, sometimes called behavioral targeting, is more focused on targeting an individual rather than where someone is on the web. A classic form of behavioral targeting would be a retargeting campaign.
Let’s say someone visited your website, viewed a product, but didn’t purchase it. You could target the same user with a display ad on that very product a week later regardless of where they are on the web. It might seem a bit creepy, but it’s extremely effective.
Before proceeding, make sure you know the type of targeting you want to use to help your Google display campaign meet its goals.Campaign Creation
Select a New campaign.
🚨 Note: To better determine the effectiveness of your ad, ensure that you have already set up conversion tracking before we launch this campaign. If you haven’t, consider also setting up enhanced conversions to optimize the conversion tracking of your campaigns.
Next, we need to select the goal for the campaign.
If you already know what you want to achieve for your campaign, you can select the display campaign goal from the available list. While this will provide you with features that will directly help you achieve your goal, it also makes some settings unavailable for you to edit.
It is recommended to select the Create a campaign without a goal’s guidance option if you want to have all possible settings available at your disposal.
Next, choose the campaign type.Campaign Type
In the past, you would select a campaign subtype. However, a recent change to the display campaign creation has combined the flexibility of standard display campaigns and the automation of smart display campaigns into a single display campaign.
We’ll show you how to select which automation and optimizing techniques from the smart display campaign you can implement, what scenarios they should be used on, and how to remove or disable them later in this tutorial.Campaign Settings
Let’s start with selecting a location we want to target. For this example, let’s choose to target the United States.
Under location options, we can specify if we want to include people who have shown interest in our targeted and excluded locations, or only include those that are in or regularly in said locations.
In this example, let’s choose the Presence: People in or regularly in your targeted location option for the targeted locations.
When a campaign has been running for a while, people from other countries will eventually pop up if they frequent your targeted location. You can specify an excluded location to remove these people, and thus, only target people that live in your targeted location.
Here, we can specify a location and target people within a certain radius. Let’s say we want to target the area within a 20-mile radius of Beverly Hills.
On the right side of the screen is a map of the locations you have targeted and excluded.More Settings
Aside from the default location and language settings, there are still more settings you can change in the campaign settings section.
Let’s discuss and change some of them, starting with ad rotation.
Next, the device settings allow you to set specific targeting for devices. You can be very specific in targeting as you have the option to select by device type, operating system, device model, and network.Budget and Bidding
The first thing we’ll set is the average daily budget for the campaign.
To set an average daily budget, type this value in the space provided.
You can always change this value anytime, but it is recommended to place a budget of $1 as an extra layer of security.
Next, we will specify a bidding strategy. The bidding strategy you choose will determine the way your budget is spent.
Since we are creating a new campaign, you should manually set your bids. While display campaigns support automated and smart bidding strategies that manage your bids for you, these are not recommended for new campaigns.
To receive the best results from the machine learning technology of automated bidding, you should only implement it when it has enough data. Once your campaign has run for a while, implement the bidding strategies to bring the best results.
Keep in mind that enhanced CPC will adjust your manual bids, raising them in situations that seem likely to lead to a conversion and lowering them in less likely situations. Again, this is not recommended for new campaigns as there is no data as a basis for these decisions.Targeting
Next, we will choose the targeting strategy.
As mentioned earlier, there are two main targeting categories: contextual and people targeting. Audience segments and demographics are under the people targeting category and keywords, topics, and placements fall under contextual targeting.
We have detailed the demographics, affinity, in-market, remarketing, combined, and custom audience segments. We will not go into detail about what each option entails, but you can get a general sense of what they are based on the description included.
Select an audience segment of your choice on the left side. Every segment you’ve selected can be seen on the right side.
Note that you should only select audience segments or other targeting signals that are relevant to your business. Choosing the right targeting strategy is a step toward helping your campaign meet its goal.Ad Creation
The next step is the display ad creation.
By default, the responsive display ad type is selected. With this display ad type, you can upload images, headlines, logos, videos, and descriptions, and ad combinations will be automatically generated for your websites, apps, YouTube, and Gmail.
Here, we can scan the landing page URL and extract our assets from there.
Next, we’ll specify Headlines, a Long headline, and Descriptions. On the right side of the page is a preview of the different ad combinations.
You don’t have to fill in all possible headlines and descriptions, but do ensure that your ad strength is at least average before proceeding to the next steps.Publishing the Campaign
The final step in our tutorial is to review and publish the campaign.
In the review section, we are given a summary of all the settings we have specified. At the top are the general campaign settings and below are the ad group settings.
One thing we want to edit here is optimized targeting.
Depending on your campaign’s goal, optimized targeting can help you reach new and relevant audiences that are likely to convert. It finds people outside your targeted audience whose behavior matches converting users in your current audience.
Like automated bidding, this strategy is not recommended for new campaigns. Having more conversion data is needed to help Google Ads find people who are likely to convert. You should also disable optimized targeting if you’re running a remarketing campaign.
Finally, the last thing you may want to explore is adding in placements to exclude from your campaign.
In your ad group, go to Placements → Exclusions.FAQ How can I exclude specific placements from my Google display campaign? Summary
We discussed what Google display campaigns are, the main targeting categories, the campaign creation steps, and the different settings you can configure.
If you are worried about the amount of fake news content you come across on the Internet, this article will show you how to verify a decent portion of web content you come across during your daily browsing. Although you won’t be able to verify everything, it’s a damn good start!
How to Share Music From Soundcloud to Instagram. (Share Soundcloud Music to Instagram Stories)
As the amount of fake news on the Internet reaches all new highs, Internet giants like Facebook, Twitter, and Google are desperately trying to come up with working solutions to stem the staggering amount of misleading content. Since fake news is also linked to the revenue streams for these three giants, progress on the issue has been unsurprisingly slow.
Stepping in to pick up the slack of these giants is a company you’ve probably never heard of called Eyeo, which is behind a service you have definitely heard of called Adblock. Eyeo has just officially released a new extension called TrustedNews that aims to verify the content you are browsing for and reading online. Unfortunately, for the time being, the extension is only available for Google Chrome users, which sadly means Firefox, Opera, Safari, Brave, Edge, and a range of other browsers won’t have any support. At least in the near future.
Related: How to Sign into Two OneDrive Accounts at the Same Time on Windows 10.How Do You Verify Online News as Authentic, Not Fake News?
Although TrustedNews isn’t 100% perfect, it does a pretty good job of verifying content by breaking content down into specific categories. TrustedNews is powered by the MetaCert Protocol and uses sources like Snopes and PolitiFact to gauge the truthfulness of news content across the Internet. Admittedly this isn’t an exact science, but it is a lot better than no science. It will also be interesting to see if the service is vulnerable to big money and agendas!The Seven Categories TrustedNews Breaks Content into are.
Unknown: Will be displayed if insufficient data stops TrustedNews from evaluating and rating a specific website.
Untrustworthy: Will be shown if a website is knowingly publishing fake or misleading information.
Biased: Means that a website is more often than not publishing politically biased information promoting skewed views of a situation. These could also be considered agenda based sources.
Malicious: A pretty straightforward diagnosis of a website that should already be picked up by Chrome as bad for you and your computer. Usually, it will contain, viruses and malware.
User-Generated Content: This category contains websites like Twitter, Facebook, Instagram, Tumblr, Reddit, YouTube, etc. Generally, websites and blogs that contain user-generated content and opinions.Installing TrustedNews For Google Chrome.
Add TrustedNews to Google Chrome.
Once installed to Chrome a website’s rating will be displayed as an icon on the TrustedNews extension icon. For example, trusted sites will show as a green tick, satire sites will show as a blue smiley, etc. (A list of all the icons is shown on the extensions installation page) Just keep in mind that the service is still quite new so there are still thousands of websites that don’t yet have a rating. However, with time the database will surely grow.
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