What is Google Ads? | Digital Marketing Institute

Key Takeaways

we begin with Google Adwords now I have mentioned that Google AdWords is it's Google's advertising platform that does encompass other things like the Display Network and Gmail ads and YouTube and different you know other channels within the mix book for today's activity we're going to be looking predominately at the paid search aspect of Adwords but Google AdWords is an online advertising service by Google for businesses who want to serve clickable ads on the Google search results page the search results page sometimes called the search engine results page or SERP is something you'll hear again and again as you work more in the world of search marketing so to understand the fundamentals of AdWords and how we launched a campaign we're gonna look at the structure of account types so there are two main account types within Adwords that is a standard account and manage your account and a standard account is an account that contains your campaigns your keywords and all of the different aspects of Adwords now and manage your account is kind of an account above that it's free to setup and but think of it like an agency account so if you are an advertising agency you might have a number of clients each of which will have its own standard account and you can contain all of these within your manager account now when a standard account is contained within a manager account it's called a child account as you can see from the M from the slides here so a child hand is a standard AdWords account but just contained within a manager account and then obviously within those child accounts you will have your campaigns you will have your ad groups and your keywords just to note there is a third type of advertising account which your AdWords account which I haven't really explained too much it's called AdWords Express it is a limited quick set up account with very kind of I suppose the strict of functionality and generally as search marketers we wouldn't use them it is out there and but it does a strict what you can do in terms of what keywords you choose what I'll just use and how you bid all you can do is set a monthly budget for example and to your website and AdWords kind of automatically does the rest it's generally not recommended any em any experience search marketers to be using AdWords Express so you know consider that when setting up your AdWords account I would certainly veer towards and a standard AdWords account if you just have one client or a manager camp multiple standard AdWords accounts or in the child accounts as they're called if you've got multiple clients so to begin we're gonna start at the very top which is an AdWords manager accounts so you can set up the AdWords manager account using the link in the notes and of your lecture slides here and that will drive you to this particular website and from there you can sign up using your Gmail now the thing the thing is like a peculiar quirk with AdWords is you can only link one email address to one AdWords account so if you have an email address that's already linked to another AdWords account it won't work setting up a second AdWords account with it so ideally it should be a new email address you use to set up your manager account and then you can link all of your other AdWords accounts to your manager account not your email address and that is the benefit of using a manager account and so this is an example of a manager account you can see here below we've got an account list and these are the different types of accounts that may be contained within and one single view so if you were indeed a travel organization you may have a manager account with and all of your French accommodation in one child account or all of your Italian accommodation in the norwich child account and etc etc or indeed if you want to split it out by product type you might have all of your hotels in one child account and all of your being bees or apartments in another child accounts all the way through the list as you see fit so you can segment your product list or use your client list as you see fit and within that manager account but it does make the management of multiple AdWords accounts clients a lot more straightforward and a lot more easier to access and for once you dive into a child account that's when you start seeing things like your campaigns and your keywords in your ads so the features of a child account earned heed a standard AdWords account it kind of looks like this so the first thing you'll see is your overview this gives you I suppose an indication of different metrics around devices times a day types of conversions campaigns that are moving campaigns that are doing stuff you've got two main tabs within the overview you've got your navigation tabs which are over on the left-hand side which allow you to go to what's called campaign level keyword level our group level ad level these are the different sections of any AdWords account and you can just toggle between those using the left-hand menu and and then in the center you've got your performance overview which in this particular section is within the overview the overview so the overview navigation tab however if you're and in your keywords level you'll see only data related to keywords if you're go to your campaigns level you see only aggregated data which is the combined data of all of the keywords in those campaigns so these type of metrics and these type of levels will be something will get more and more familiar with as we go through the lectures