YouTube (In-Stream) Ads
Advanced advertisers can consider serving ads on YouTube videos;
this includes streaming intro ads and text ads that appear on the
Search Ads bottom of the video. Note that you only need to pay for intro
The text link ads that videos when users view the entire commercial; if they close the tab
appear on the top and the or pause it before the ad is fully served you don’t need to pay for it.
side of the search engine
result page of google (see Mobile Ads TV Ads
There is incredible growth in the These are basically tv
mobile industry, which makes it commercials, which are
Display Ads a great space to begin exploring. usually reserved for large-
Display ads are visual Mobile usage is starting to scale brands and
banners that integrate images eclipse desktop use, and as a businesses. However, as
and copy. They sometimes business you should be striving your business grows it
contain blinking or to get ahead of the game during may become an option
movement to attract the eye. this transition. for you.
QUICK BREAKDOWN: BASIC GOOGLE SEARCH
Let’s start from the
very beginning. In order
to get started you must register for
an account on the Google AdWords page. If you
already have an email you use to access Gmail,
Google Plus, or Google Docs, you may use that.
Once you’re created an
account, you will choose BE AWARE
two important factors: the
You cannot adjust
timezone and the
the timezone or
currency you’ll be using for these campaigns. The timezone sets a schedule currency once you’ve
for the ads to appear, so location-speciﬁc businesses should take care to registered!
register for the appropriate one.
Google will send you a veriﬁcation email, and you will be unable to use
the account until you click the link to activate it.
A Note on Billing
Before starting your ﬁrst campaign, be
sure to ﬁll in your billing
information. As soon as your
campaign is created, Google will
immediately work within your budget
and gets your ads started.
Once you register you
Manual payments allow you I’d recommend automatic
will have two payment
to specify the amount that payments, because it
options: Google will charge you in a assures that your ads will
certain period of time, such never be paused if you
as $200 a week or $1,000 a forget to replenish your
BUILD YOUR FIRST CAMPAIGN
Once you’re fully registered, head to the campaigns page to
create your ﬁrst AdWords campaign. PRO TIP
I would suggest selecting Search Network Only and All Note that if you are only
Devices for your ﬁrst campaign. This enables an all inclusive interesting in advertising
search network, which will include mobile devices, desktops and in the United States, you
tablets. It doesn’t allow for more speciﬁc targeting, but will work
ﬁne when you’re just starting out. could be unintentionally
overspending if you
When naming your campaign, try to stick to very relevant and select the United States/
consistent naming conventions that will remind you of what Canada button instead of
your goals are and what you’re advertising. When you are speciﬁcally choosing
managing a wide variety of campaigns, the names will become
more difﬁcult to distinguish. United States
A Note on Bidding
Google offers a variety of options for bidding
and budgeting, but I would strongly
recommend manually setting bids.
This allows you to bid on each keyword
individually, and set a minimum and maximum
amount rather than allow Google to set that bid
for you. Unless you have a completely unlimited
budget (and what business does), this is the only
option that allows you to set aside a certain
amount per day, week or month.
WHAT ARE AD EXTENSIONS?
There are a variety of ad extensions that you can turn on to
leverage a local presence, products, call-in options and
more. You can dive into these later when you become
somewhat more advanced, but one that I would
recommend for locations-speciﬁc businesses is the local
extension, which allows you to target your ads and even
add it into Google Maps and Google Places.
Once you’ve set up your account and created a This is where you select from the ﬁve ad types
campaign, the next step is to create an Ad outlined earlier, and proceed to create the actual
Group. ad. Your ﬁrst ads will most likely be the simplest
and most commonly used, text ads.
I like to think of an Ad Group as a large
collection of keywords which are carefully paired You have the ability to create top ads and side
with speciﬁc ads. ads (seen below) in AdWords. The top ads will
appear above the organic search results, whereas
If you created, for example a general campaign the side ads will be listed on the right.
for a ﬂorist in Topeka, Kansas, your next step is
to create an Ad Group speciﬁcally aimed at Be sure to heed the character limits for both,
selling the product, a group of ads that promote because Google will actually truncate your ad if
roses for $10.00 a dozen in Topeka. you exceed their
QUICK BREAKDOWN: TEXT ADS
The headline has a 25 character limit, so be sure
that it’s succinct and contains a call to action. It is
the bright blue link that users will actually click on.
This is the link that the
headline will lead to.
It’s very important that
the display url and
the headline link lead
to the same place, for
Description greater user experience
The description is broken into line 1 and line 2, and they have a and increasing
limit of 35 characters. I would recommend following up on the Google’s ability to
attention grabbing headline by encouraging immediate action. improve your ad.
Note that you can add a maximum
Now that the Ad Group has been created,
of 25 campaigns at one time. Don’t
you must select your keywords. Your goal is
see this as a restrictive limitation,
to select the right keyword/ad combination
but a useful guideline. If you’re
to get the best conversions. A lot of this
exceeding this limit, your
comes with practice, but I will go over some
campaigns most likely need
of the best tools and methods for
tightening up for greater relevancy.
KEYWORD MATCH OPTIONS
Exact match means that you can’t put
anything before, after, or within the
keyword phrase. The search must be
exact. It’s the most restrictive of the
four, and should be used carefully.
The negative match can be useful for
counteracting the downside of a broad
Broad Match match. For example, you can keep the
“rose” search relevant by making negative
The broad match means that anyone who types in a keywords for the “Rose Parade” and
general keyword will see your ad. The positive side “Pete Rose” to keep those searches from
of broad match is that you will probably get the most cropping up.
impressions, but the downside is that it will draw up
matches from searches that are unrelated (for
example, a broad match for “rose” will also appear
on searches for the Rose Parade or Pete Rose)
A phrase match allows you to lock a string of
words so that someone searching can only add
words before or after the keyword phrase.