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Google Ads Tutorials: Search basics

Google Ads Tutorials: Search basics


[light music] When was the last time you
searched for something on Google? In the past month, week,
or maybe even earlier today? Google Search lets people search for
what they want and find what they need. But how is this relevant to your business? Imagine that you sell children’s clothing. When a potential customer
searches for “onesies for babies”, you probably want your business to show up there. Google Search includes both
organic search results and search ads. Organic results are free listings that
appear when they’re relevant and valuable to what
someone is searching for. Search ads usually show
above the organic results. They contain a small ad box and provide
helpful info that also matches the search term. They also allow you to control
and customize the message. In this video, you’ll learn about
Search ads and understand the metrics that matter most to your Search campaigns. Search campaigns help businesses like yours stand out to potential customers
who search for what you offer. Since these campaigns show ads to people
with high-intent, it’s more likely that they’ll find your ad helpful, and click it,
which helps you meet your business goals. When running a Search campaign, it’s important to
familiarize yourself with a few basic metrics: Cost, is how much you are paying for a
specific campaign, a specific ad group, or even a specific keyword. Impressions, are the number of times
people have seen your ad. Clicks, are how many times people clicked your ad. These 3 metrics alone can
help you compare performance between different campaigns,
keywords, or ads. Clickthrough rate or CTR, is how
many people clicked your ad, out of the number of people who saw it. A higher clickthrough rate usually means
that your ad is more relevant or attractive. Average cost-per-click or average CPC is your
cost divided by the number of clicks on your ad. A higher average CPC for
a specific keyword often means that the keyword is relatively competitive and
has a high number of advertisers bidding on it. Remember that Search campaigns are
focused on getting people to take action. These actions are called “Conversions”. A conversion is a specific customer activity
that’s valuable to your business, such as an online purchase or a phone call. Conversion rate is the number of
conversions divided by the number of clicks. In other words, how many people completed
the goals that are important to your business, out of the number of people who clicked your ad. Testing different landing pages and
comparing their conversion rates, can help you understand which user experience
is easier or more attractive to your customers. You can then take these learnings and
replicate them on other landing pages. Cost-per-conversion is the cost divided
by the number of conversions. Knowing the average cost-per-conversion
will allow you to understand your return on investment from Google Ads. Don’t forget that your main metrics depend on
your marketing and media objectives. If you wanna drive engagement with your
website, clicks, CTR and average CPC are important metrics you should focus on. If you wanna drive conversions,
your top metrics should be conversions, cost-per-conversion and conversion rate. It’s important to remember that conversions
are usually harder to obtain than clicks. Conversion rates vary based on the
product or service that you’re selling, and on the type of action
defined as a conversion. Understanding these metrics is essential to measuring the
performance of your Google Ads account. Now that you know your Search basics, it’s time to learn how the Google Ads auction works. [music continues]

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