Hello and welcome back to Google's official overseas digital marketing series. The previous article learned the basics of Google search advertising, today's course we will learn how to make Google search ads, the first step in making search ads, is to establish a good advertising account structure, why build a clear structure of advertising account structure? Think about it, if we have a lot of items in the room, and the mess, will it appear that the room is very cluttered, can not find what we want in time, which will greatly affect our work and life.

Advertising account is the same logic, when there are many keywords, we need to follow the types of keywords and marketing objectives of the corresponding structured classification management, in order to improve the efficiency of the account itself, to achieve the optimization of Google advertising performance.

In Google's advertising system, there are three levels of advertising accounts, campaigns and ad groups, advertising accounts have their corresponding user email address, account password and ad billing information. At the campaign level, you can set up your budget and ad location. Ad groups cover specific keyword lists and ads, and advertisers can divide ad groups by product or service type. Take Google's specific products, for example, if we want to advertise Google mobile devices and Google smart home devices, we first need to create two campaigns for mobile devices and smart home devices, namely, pixel three phones under the mobile device category and pixel book, computers, and nests under the smart home device category. Her assistant sets the corresponding ad budget and keyword bids for granular management.

At the keyword level, advertisers are able to track the performance of different keywords in their accounts for subsequent adjustments, a process that is constantly being tried and summarized, which is what we call ad optimization, to understand how to structure your ads clearly.

Let's take a look at how to choose keywords for your search ad. Keywords are matched by broad matching, broad matching, modifier, phrase matching, and exact matching. Keyword match types help control which search queries on Google can trigger your ads to appear. Advertisers can use broad match types to show ads to a wide audience, or they can use exact match types to target the most accurate customer groups. Combined with the marketing all-funnel, from a broad match overmatch, the closer the advertiser touches the user to the lower end of the marketing funnel, the higher the conversion rate of the customer, because when the user searches for words and the advertiser provides products or services more closely related, the more accurate the triggered ad delivery, the more likely the customer is to eventually convert.

Together, let's look at the differences between broad matching and exact matching through an example. If you use broad matching, ads may run when users search for related variants of keywords set by advertisers. Among them, keyword-related variants include synonyms, singly pludics, possible misspellings, magnetically dry variants, such as floor andflooring-related searches, and other related variants. For example, if the key words set are women's looks, when we use a widely matched matching method, the ad can also be exposed for search phrases related to the purchase of women's hats, women's wear and women's scarves, and when exactly matched, the search phrases used by users are exactly the same as the keywords set by the advertiser, or when they are tightly muted, the ads can be displayed. For example, the ad's set keyword is women's appearance, then search for women's hats, ladies, hats, hats, female users may see this ad, search for red women's hats, buy women's hat users, will not see this ad.

With regard to other keyword matching methods, you can read the specific examples in the courseware carefully, and we will not dwell on them here.

Through the previous concept explanation and detailed examples, I believe that we have a better understanding of keyword matching, select keywords is the key to do a good job in Google search ads, we can use keyword planners this tool to help advertisers according to the theme of the ad group to choose keywords, this tool can provide keyword suggestions and traffic estimates, so as to help advertisers better create search campaigns.

After establishing a good account structure and selecting good keywords, the next step is how to make the advertising part.

Search ads have two basic styles, namely, increase line text ads and adaptive search ads, increase line text ads can add up to three titles, two ads content description, in each ad content description input up to 90 characters, the courseware ads present three titles are buy starfish yoga mats online, yoga Mets in New York City Free delivery over $100. The two ad descriptions are gray text below the title, which clearly shows the core selling points and merchant services of the ad product, thereby stimulating consumer interest and attracting them to click further on the ad to see the details. When crafting an ad, you only need to follow the system prompts to complete the above information.

Adaptive search ads and larger text ads are not fundamentally different, the components of both contain the final arrival of the site, display path, title and ad description, the difference is adaptive search ads can be as many as 15 titles, advertising descriptions can have 4, bringing more combination possibilities.

This time it's time to search for ads, advertisers only need to enter the title and ad content description, Google ads will automatically test a variety of different combinations, through machine learning technology gradually find the best match, thereby improving the final performance of the campaign. Adaptive search advertising has the advantage of being able to create ads that are flexible enough to fit the width of different users' devices and gain more space to show content to potential consumers. By using multiple alternate titles and ad content descriptions, you give your ads the opportunity to participate in more bids, match more search queries, get additional traffic and conversions, use machine learning to automate test combinations, reduce your ad's test time and money spend, create search ads as best practices, add two larger text ads to each ad group, and an adaptive search ad to maximize potential intent coverage.

Well, finally let's look at the production of additional information about advertising, the red box on the courseware out of the part, telephone, address, web link, call language, etc. , all belong to the additional information of the advertisement, that is, we often say the advertising additional information. So why do ads add additional information? Extensions not only visually make ads more visible on search results pages, but also enhance the user experience and help advertisers better target audiences who are really interested in your ad products or services. In addition, add-ons can show users more effective information about their ads, so that they can get more clicks without raising their bids, thereby boosting the ad's ranking.

There are many ways in which ad extensions can be expressed, the three most basic of which are call out extensions, additional promotional information, site, link, extensions, site, link, structured snippets, structured summaries, and the first call out extensions. With additional promotional messages, advertisers can add additional ad text to present more unique information about merchant products and services. It complements the ad by showing the product's selling points in the form of a phrase interval. For example, the red box in our courseware is the additional promotional message for this advertisement.

The second structured snippets, structured summaries, structured summaries that highlight specific features of merchant products and services, such as the red boxed part of our courseware, are the structured summaries of this ad. The third, site link extensions, add-ons, add-ons can direct users directly to specific pages on the site. For example, a web page for a product or store's business hours, where users click on these links, jump directly to the page where they want to know.

This lesson focuses on the construction of Google's search ad account structure, how keywords match, how to create ads and additional information. About Google search advertising related knowledge, we share here, I hope these content can inspire you, we do not forget to review after class. In the next lesson, we'll show you how shopping ads in Google's advertising system work and how to run them.