Google is aware of people currently in the market to purchase a good or service.

It’s likely Google has such an in-market audience for your business.

In-market audiences are available for use in Search, Display and YouTube campaigns.

They consist of users who have recently clicked on ads for similar products to yours.

Additionally, those that are actively researching your industry and browsing related sites.

You can target specific life events in Google Ads.

For example: Recently married, job change, starting a business, purchasing a home, recently moved, renovating home & retirement.

Have you ever noticed ads in the Local Pack (a list of 3 local businesses) at the top of Google?

To display your ad there and on Google Maps you will need to do the following:1. Enable location extensions in your Google Ads account

2. Set up your Google My Business listing

Advertising on YouTube?

Google classifies a "view" as follows:

When someone watches for 30 seconds or the duration if it's shorter than 30 seconds.

Or interacts with the ad, whichever comes first.

These 3 factors affect your keyword Quality Scores.

Expected Click-Through Rate (CTR).

Ad Relevance.

Landing Page Experience.

Address each one to go from a low of 1/10 to a top score of 10/10.

Need to create awareness?

Consider 6 second YouTube bumper ads.

They display pre-, mid- or post-roll.

You pay per impression.

New prospect.

Can you share your account with me.

Unfortunately I can’t, my old agency won’t give me access.

Always ensure an agency is working in your account and not their own.

It’s your data.

The perfect 6 second Youtube bumper ad.

One objective.

Simple.

Immediately captures attention.

Here’s an example.

The book I recommend most to my Google Ads clients.

They Ask You Answer

Author : @TheSalesLion

So many keyword research tools.

Easy to forget the best tool of them all.

The Search Term Report.

Be led by data.

Bingo!

Found a great negative keyword.

Always check your search term reports regularly.

First we had bidding on clicks.

Today the number of bidding strategies is so much more.

Target CPA

Target ROAS

Maximize Conversions

ECPC

Maximize Clicks

Manual CPC

Target Search Page Location

Target Outranking Share

CPM

vCPM

CPV

Target Impression Share

As of November 1, 2020, a new 2% UK DST fee will be added to ads served in the United Kingdom.

DST stands for digital services tax.

Find out more at https://support.google.com/google-ads/answer/9750227

Fist pump!

Each time I find a great negative keyword.

Makes for a higher ad click through rate.

Google loves high CTRs

Just bought 3 clicks

New account, so only time will tell what one held the most value.

Led by data.

The other day a prospect said they couldn't see pricing on my site.

That sucked.

It's unmissable now: https://andybrown.org

Happy to cut the friction to 0.

Your ad rank is as follows:

Ad rank = bid x quality score

Quality score is out of 10.

Improving quality score means working on the ad relevance, excepted click-through rate & the landing page experience.

Better quality scores result in the best use of your budget.

It’s your account we are using.

You are free to access it whenever you want.

Sadly all too often I see agencies run client ads in their own agency accounts.

This causes problems as they have the data you paid for.

Diversification served me well during lockdown.

A varied portfolio of clients.

Dentists. Solicitors. Doctors. Planners. Pet Sitters. Architects. Luxury Travel.

Google Ads traffic can be sent to your homepage, service pages or to custom-designed landing pages.

Custom-designed landing pages are often used to remove friction in the visitor’s journey. They make the path from clicking on the ad to finding the specific information they are after a lot smoother.