Straight talk about how to grow your business with Google Search
Straight talk about how to grow your business with Google Search

Advanced Google Ads Marketing and Advertising Services

Google Ads Here are some of the advanced features of Google Ads that I can use to help you increase targeted website traffic, conversions, sales and profits:

Match TypesMatch Types: The degree and nature of the matching between your campaign keywords and keywords being used in searches determines how the tradeoff between impressions (ad views) and clickthroughs will operate. Some match options will deliver more impressions with lower clickthrough rates, and others will deliver fewer impressions with higher clickthrough rates. Different match types may be appropriate under different conditions: for example, for a summer-seasonal tourism product, one of the broader match types may be appropriate in the January-March timeframe, in order to get your ads in front of as many destination-shoppers as possible, while a more precise match will probably deliver better ROI as July 4 approaches.

Google's four match types are:

  1. Broad match: If you use a keyword like “beach resort”, your ad will be delivered on any search that contains the words “beach” and “resort”, and their plurals and variations, in any order; e.g., “resorts with beach”, etc.
  2. Phrase match: Using the keyword “beach resort" with Phrase Match, your ad will be delivered on searches that contain the exact phrase “beach resort”, but possibly with other words before or after it, e.g., “miami beach resort”, etc.
  3. Exact match: Exact match will show your ads only on searches that have the same meaning or intent as your keyword. So your ad will be displayed to users who do searches with queries that include close variants of your keyword including misspellings, singular/plural, stemmings (like book and booking), abbreviations, and accents. Using the keyword “beach resort” with Exact Match will result in your ad being displayed only on searches for that exact term or close variants without any other words before or after it: “beach resort”, “beach resorts”, etc. but not “miami beach resort”, etc.
  4. Negative keywords: This technique is useful to prevent your ads from being displayed on irrelevant or inappropriate searches, e.g., adding the negative keyword “miami” to your campaign would be a good plan if you're getting ad clicks on “miami beach resort” and you're not located in Miami.

Ad Scheduling: By default, Google will show your ads all day whenever potential buyers search on your keywords. But Google also permits your ads to be pre-set to “on” or “off” during any hour of any day of the week.

Bid Adjustment: Bid adjustments - increases or decreases of your bids by some percentage - allow you to show your ads more or less frequently based on where, when, and how people search. Because some clicks may lead to more conversions, so are worth more to you than others. You can adjust bids for different devices (smartphone vs. desktop), for time of day, for different audiences, by user demographics, or for the user's location. For example, if you need to be more competitive between 9 AM and 5 PM on Mondays, your default bid can be adjusted up by 20% or any other factor of your choice during that time period. You can also adjust your bids based on how your ads perform, helping to improve your return on investment.

Search Network: This is a Google option that will display your ads near search results on Google Images, Google Maps, the Maps app, YouTube, and other Google sites, as well as on hundreds of other search-related websites and apps that partner with Google. Ads are displayed labeled “Ad” or “Ads” or “Ads by Google” in response to relevant searches, much as they would be on Google's own search-return pages. All Search Network partner sites are required to comply with Google's advertising policies.

Content Network: Google has partnerships with a large number of external sites (compensated with a share of your click charges) on which it can display your ads in the context of relevant content. So for example if your ad talks about “sea kayaking”, one of the sites on which Google might display it could be a site for sea-kayaking enthusiasts. “Site Exclusion” is an optional feature of the Content Network which allows you to specify sites on which you don't want your ads to appear.

Display Network: The Google Display Network uses targeting and artificial intelligence (AI) to show your message to potential customers at the right place and the right time, based on keywords on your landing pages. You can choose to pay for either clicks or conversions. Using assets you provide - images, headlines, descriptions, logos, videos - display campaigns automatically create responsive ads that adjust their size, appearance and format to fit almost any available ad space across websites, apps, YouTube and Gmail.

Location Targeting: Google Ads permits geotargeting of markets to show your ads in the geographic locations you select: countries, areas within a country, a radius around a location, or location groups, like places of interest, your business locations, or demographics. You can reach people who are in the targeted location and/or those whose searches show interest in that location, by several different methods:

  1. Entire countries: You can select any combination of countries worldwide where your ads will be displayed.
  2. Areas within a country: Examples include US states, Canadian provinces, political/geographic regions of other world countries, or cities.
  3. Within a radius about a point, either a street address or a point selected on an interactive map. (Suggested minimum radius is 20 miles.)
  4. Excluded locations:In a similar manner, you can also set, within your target locations, places where your ads will not be shown.

 Ready to start making more money now? Most Google Search Marketing campaigns need an investment of a few hundred to a few thousand dollars a month, unconditionally guaranteed to satisfy you. Go here to tell me a bit about your business objectives and Get a Quote!

David H. Boggs, MSFor more information on how I can use Google Ads to help you reach your business goals, please call or e-mail me:

 David H. Boggs, MS
Google Ads
Technical SEO
Boothbay Harbor, Maine
Boston, Massachusetts


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