Turn off Windows Defender using the Security Center

1. Click on your Windows Start menu
It's the Windows logo located in the bottom left of your screen.

2. Select 'Settings'
It's the gear icon in the menu that appears.

3. Click 'Update & Security'
In the new window that pops up, select 'Update & Security.' It's the bottom left option.

4. Select 'Windows Security'
In the sidebar that appears on the right, click on the second option.

5. Choose 'Virus & threat protection'
In the new menu that appears, select the first option under Protection areas.

6. Click 'Virus & threat protection settings'
A new window will appear. Click on 'Virus & threat protection settings.'

7. Turn Real-time protection 'Off'
You'll notice a toggle button under 'Real-time protection,' the first thing on that page. Click on it so it now says 'Off.'

You've successfully turned off Windows Defender!

Google Ads Search

The Google Search Network is a group of search-related websites and apps where your ads can appear. When you advertise on the Google Search Network, your ad can show near search results when someone searches with terms related to one of your keywords.

Setting up a Search campaign

• Create her Search campaign.
• Selects the Google Search Network, which includes, by default, Google Search partners.
• Selects the devices to show her ads on, based on what her customers use to search and shop.
• Campaign’s ads are eligible to show to customers located in, or who show interest in, a geographic location. 
• Language targeting allows you to restrict where your ads may appear, based on the user's language settings and the language of the site.
• Determines your budget. 
• Determines your bid strategy.

More Search campaign settings

• Ad Extension

Ad extensions enrich text ad by showing extra information about the advertiser's business. Google Ads automatically serves the ad extensions that are predicted to have a positive impact on performance.

1. Universal extensions: There are three extensions every marketer should be using to enhance their text ad: sitelinks, callout extensions, and structured snippets.

a) Sitelinks: Direct to specific sections of the website

Sitelinks are additional links that appear just under the text of your search ads, directing users to specific pages of your website.

b) Callout extensions: Highlight value-adding attributes

Callout extensions are short, specific (25-character) snippets of text. They can be used to highlight information about value-adding attributes of the business, products, or services.

c) Structured snippets: Give a glimpse of what’s offered

Structured snippets allow you to describe features of a specific product or range of products or services offered by the business before users click on the ad.

2. Location extensions: Give directions to the business: Location extensions let you show your business address, phone number, and a map marker alongside your ad text. On mobile devices, there’s a link with directions to your business.

3. Affiliate location extensions: Give directions to retail partner locations (available in select countries): Affiliate location extensions allow product manufacturers to drive visits to retail partners that sell their products. The format displays the headline and URL for the manufacturer’s website, ad text for the manufacturer’s product, and the nearest retailer.

4. Call extensions: If you’re looking to get calls from customers, use call extensions. These extend ads with a phone number, allowing mobile users to directly call your business.

5. App extensions: App extensions are great if you have an app to promote. This format gives you the option of driving traffic to your website or the app store from a single text ad.

6. Price extensions: Price extensions let you showcase your services and range of products alongside their respective prices. They’re available globally in several languages and currencies.

7. Promotion extensions: Promotion extensions allow you to quickly and prominently display information about your promotions without having to update every single ad.

8. Message extensions: Adapt to a new communication style: Message extensions are a mobile-only format that enables clients to easily connect with a growing segment of users who prefer to text.

9. Dynamic extensions

a) Dynamic sitelinks: Are automatically generated sitelinks that can serve with search ads. They’re optimized to direct consumers to relevant pages contextually on your website.

b) Dynamic structured snippets: Are features that automatically surface useful, structured custom information. This data shows for relevant queries as an additional line of nonclickable text in the form of a header: Value 1, Value 2, and Value 3. A one-line or two-line version of this automated extension may serve

c) Dynamic callout extensions: Are automatically generated callouts that can serve with search ads. The text for dynamic callouts is generated from existing content on your website (like the landing page of the ad creative).

10. Seller ratings (stars) extension: Are an automated extension that lets users know if your business is highly rated for quality service. Google receives data from the following data sources, which can be used to generate a seller ratings score.

a) Google Customer Reviews (GCR)
b) StellaService
c) Google-led shopping research
d) Google Consumer Surveys
e) Third-party review sites

• Start and end date

This sets a campaign start and end date. 

Let’s say Hiroko is running a special promotion on mountain bikes during the summer. She wants to have specific ads promoting the sale. The sale only runs for 30 days, so she doesn't want her ads about the promotion to run outside of those dates.

• Ad Scheduling

Allows you to choose certain days or hours of the week for your ads to show. 

For instance, Hiroko can choose to have her kid bikes ads display during evening hours or weekends if she knows that customers search more often during those days and times for kids bikes.

Where Search Network ads can appear

Your ads can appear with Google search results and on other search sites when your keywords are relevant to a user's search.

• Google search sites: Ads can appear above or below search results on Google Search. They can appear beside, above, or below search results on Google Play, Google Shopping, Google Images, and Google Maps - including the Maps app.
• Google search partners: Ads might appear with search results on websites of Google search partners or as part of a related search or link unit. For text ads, search partners include hundreds of non-Google websites, as well as Google Video and other Google sites. Product Shopping ads can appear on search partner sites that display and link to products for sale. The clickthrough rate (CTR) for ads on search partner sites doesn't impact your Quality Score on google.com.

How to control which searches prompt your ads

1. Broad match (default match type): Broad match shows ads if a keyword (or any variations like misspellings, synonyms, or related searches) are included in a user’s search terms.

2. Broad match modifier: Adding a + sign in front of a keyword turns it into a broad match modifier. This prompts your ads to appear only if the keyword or its close variations are in any part of the search terms.

This is different from broad match, which allows for any variation of the keyword to appear in the search term. Broad match modifiers only allow for close variations.

3. Phrase match: Placing quotation marks around the keywords turns them into phrase match. This prompts your ads to appear only if the keywords within the quotation marks or close variations of them match a user’s search term.

This is different from broad match modifier as there cannot be any extra words between the user’s search terms, but similar since extra words can appear before or after the phrase match.\

4. Exact match: To use exact match, place brackets around the keywords. This way, your ads will only show if the search means the same thing as your keyword. It may include close variations of your keyword, like misspellings, plurals, and synonyms.

This is different from phrase match, as there can’t be any extra words before or after the search terms.

Negative keyword

A type of keyword that prevents your ad from being triggered by a certain word or phrase. Your ads aren’t shown to anyone who is searching for that phrase. This is also known as a negative match.

1. Negative broad match

This type is the default for your negative keywords. For negative broad match keywords, your ad won't show if the search contains all your negative keyword terms, even if the terms are in a different order. Your ad may still show if the search contains only some of your keyword terms.

Example: Negative broad match keyword: running shoes

2. Negative phrase match

For negative phrase match keywords, your ad won't show if the search contains the exact keyword terms in the same order. The search may include additional words, but the ad won't show as long as all the keyword terms are included in the search in the same order. The search may also include additional characters to a word and the ad will show even when the rest of the keyword terms are included in the search in the same order.

Example: Negative phrase match keyword: "running shoes"

3. Negative exact match

For negative exact match keywords, your ad won't show if the search contains the exact keyword terms, in the same order, without extra words. Your ad may still show if the search contains the keyword terms with additional words.

Example: Negative exact match keyword: [running shoes]

Text ads

Text ads are just that — ads made up of text! They’re a simple yet powerful way to get your business in front of people when they’re searching for products or services like yours on the Google Search Network. 

Expanded text ads

We recently made changes to text ads so that you have more room to convey your message to customers. Now, you can:

• Add a third headline
• Add a second description
• Use up to 90 characters for each description

Expanded text ads are similar to the text ads that you’re used to, but with a few key differences. 

• Expanded text ads have three headline fields. 
• Expanded text ads also have two 90-character description fields, giving you more control over your ad’s messaging.
• The domain of your display URL is based on your final URL domain. 
• The display URL can include two optional “Path” fields.
• Expanded text ads are mobile-optimized. 

Responsive search ads

Responsive search ads let you create an ad that adapts to show more text—and more relevant messages—to your customers. Enter multiple headlines and descriptions when creating a responsive search ad, and over time, Google Ads will automatically test different combinations and learn which combinations perform best. By adapting your ad’s content to more closely match potential customers’ search terms, responsive search ads may improve your campaign’s performance.

Responsive search ads can help you:

• Create flexible ads that adapt to device widths, giving you more room to share your message with potential customers.
• Save time by providing multiple headlines and description options, then let Google Ads show the most relevant combinations to your customers.
• Reach more potential customers with multiple headlines and descriptions options that give your ads the opportunity to compete in more auctions and match more queries.
• Increase ad group performance by attracting more clicks and conversions that your existing text ads aren’t capturing because responsive search ads help you compete in more auctions.

What are Dynamic Search Ads?

Dynamic Search Ads can help you increase the reach of your Search campaigns. Instead of creating an ad for each page on your site and adding keywords for each of those ads, Dynamic Search Ads uses Google’s understanding of your site to customize and target your ads.

How Dynamic Search Ads works

• You specify the pages of your website, daily budget, and an ad template.
• The customer enters their search term in Google Search.
• If you have content relevant to the search, Google dynamically generates an ad headline and destination URL to the best matching page on your site.

Targeting options for Dynamic Search Ads

• Landing pages from standard ad groups: This is the easiest option, as it includes all webpages that you’re already using as landing pages for your ads across your accounts.
• Categories: Based on your website content, Google creates targetable categories, or sets of landing pages organized by theme. You decide which sets of pages to target, how to group similar pages, and the level of granularity.
• URL contains: You can target pages of your site containing specific strings.
• URL is: You can target specific URLs. 
• Page feeds: Generate your ad group’s DSA targeting based on a feed of specific URLs, mapped to custom labels that can be updated automatically. 

How Ad Rank determines your ad position

Google Ads calculates Ad Rank for every ad in the auction. Ad Rank determines your ad position and whether your ads are eligible to show at all. Generally speaking, the ad with the highest Ad Rank gets to show in the top position, and the ad with the second highest Ad Rank gets to show in the second position (assuming the ads clear the relevant thresholds), and so on.

At a high level, think of Ad Rank as having five factors:

1. Bid: When you set your bid, you're telling Google Ads the maximum amount you're willing to pay for a click on your ad. You often actually end up paying less, and you can change your bid at any time.

2. Ad rank threshold: To help ensure high-quality ads, we set minimum quality thresholds that an ad must achieve to show in a particular ad position.

3. Context of query: With the ad auction, context matters. When calculating Ad Rank, we look at the search terms the person has entered, the person’s location at the time of the search, the type of device they’re using (e.g., mobile or desktop), the time of the search, the nature of the search terms, other ads and search results that show on the page, and other user signals and attributes.

4. Ad extensions impact: When you create your ad, you have the option to add extra information to your ad, such as a phone number, or more links to specific pages on your site. These are called ad extensions. 

Google Ads estimates how extensions and other ad formats you use will impact your ad's performance.

5. Auction-time ad quality: Google Ads also looks at how relevant and useful your ad and the website it links to are to the person who'll see it. Quality Score is an aggregated estimate of our assessment of the quality of your ad.

To improve your ad quality, focus on the three components of Quality Score

1. Expected clickthrough rate: This is our prediction of how often an ad will be clicked on when it's shown. Across Google, we rely on user feedback to drive decision making, and user clickthrough rates (CTRs) tell us what users respond to. By allowing users to vote with their clicks, we have millions of people who are helping us to decide which ads are best for each search query.

2. Ad landing page experience: Users want ad landing pages that help them find what they're looking for. A highly relevant landing page yields a higher score.

A high-quality landing page should have appropriate and original content that helps the user complete their task. It should be easily navigable and transparent about the nature of the business, how the site interacts with the user's computer, and how it intends to use their personal information. 

3. Ad relevance: Ad relevance is a measure of how well an ad matches what the user is searching for, and helps to make sure that only useful ads are shown. It also prevents businesses from simply paying their way onto a search that's unrelated to their product or service.

How Ad Rank influences actual cost per click

Oftentimes, average cost per click (CPC) is not the price you’re paying for each of your clicks. Because the system is dynamic, the CPC can vary a lot from auction to auction and depends on a variety of factors, such as the context of each query. It's important to keep in mind that average CPC is just an average--meaning that the price you pay could be above or below that average.

Higher-quality ads typically lead to lower costs, better ad positions, and more advertising success. When users see better ads, they’re happier and more likely to actually click on those ads.

Reach prospective customers with Google's Search Audience solutions

1. Affinity Audiences: Affinity Audiences aggregates users who’ve demonstrated a qualified interest in a given topic, allowing you to access the people your product or service will most likely matter to.

2. Detailed Demographics: Using Detailed Demographics, you can reach customers based on their activities on Google.com. These activities may indicate certain things about their lives, including parental status, parenting stage, homeownership status, marital status, and education status.

1. Parental status - Whether or not they’re a parent
2. Parenting stage - Ages of their children
3. Homeownership - Whether they own or rent their home
4. Marital status - Whether they’re married, in a relationship, or single
5. Education status - Level of education they’ve achieved or if they’re currently attending college

3. In-Market Audiences: Google’s Audience solutions can tell the difference between interest and intent. Being able to identify groups that are in-market for your products and services is extremely valuable because it allows you to reach people when they’re in the mindset to buy. This can result in a higher ROI than reaching customers that are only generally interested.

Harness the power of your own data to reach your marketing objectives

1. Remarketing Lists for Search Ads (RLSA): Search campaigns generate valuable traffic to your website and can help you achieve excellent results. But not all user traffic is the same!

2. Customer Match: Every interaction you have with your customers is an opportunity to connect with them on their path to purchase. These interactions are taking on new forms every day, providing you with additional insights. But the evolving landscape complicates the once-simple approach to reaching customers and moving them down the purchase path. There are now multiple touchpoints and factors that can influence a consumer connection.

3. Similar Audiences: Similar Audiences leverages your remarketing lists to find new customers with similar characteristics as your existing customers. It can help you expand the reach of your valuable audiences, across all platforms.

Optimization Score

Optimizing Search campaigns can be a challenging task. That’s because there are many ways to improve the performance and ROI of each campaign. To streamline the process, Google Ads is introducing optimization score.

How do you see optimization score improving your advertising?

• By surfacing impactful recommendations
• By saving time that would’ve been spent on finding optimization opportunities
• By deciding which optimizations will increase performance
• By monitoring account health over time

Google Ads Performance Planner

Performance Planner is a new forecasting tool that uses machine learning to reveal the possibilities for your Google Ads campaigns. With this tool, you can explore forecasts for your upcoming monthly, quarterly, and annual budgets for current campaigns, while also helping to improve your return on investment.

How does the Performance Planner work?

Performance Planner is a tool that lets you create plans for your advertising spend, and see how changes to campaigns might affect key metrics and overall performance.

Using Performance Planner, you can:

• See forecasts for your campaigns.
• Explore outcomes by adjusting campaign settings.
• Understand opportunities in seasonal periods.
• Manage budgets across accounts and campaigns.

Benefits

• See your campaigns' projected monthly and quarterly performance.
• Get suggestions that can help your campaigns perform better for the same spend. 
• Find out how your spend and performance goals are affected if you change your campaign settings.

How it works

To give you the most accurate forecasts possible, Performance Planner takes into account billions of search queries, and is usually updated every 24 hours. Performance Planner simulates relevant ad auctions over the last 7-10 days, including variables like seasonality, competitor activity, and landing page.

After running simulations and collecting data, the accuracy of Performance Planner forecasts are measured for running campaigns against their actual eventual performance and machine learning is used to fine-tune your forecasts.

Performance Planner forecasts conversions based on the conversion types in the “Conversions” column of your Google Ads performance reports.

Use auction insights to compare performance

The Auction insights report lets you compare your performance with other advertisers who are participating in the same auctions that you are. This information can help you make strategic decisions about bidding and budgeting by showing you where you're succeeding and where you may be missing opportunities for improved performance. The Auction insights report is available for both Search and Shopping campaigns.

Auction insights statistics

1. Impression share: Impression share is the number of impressions you received divided by the estimated number of impressions you were eligible to receive. Eligibility is based on your current ads' targeting settings, approval statuses, bids, and Quality Scores. In the Auction insights report, impression share also tells you the impression share of other advertisers as a proportion of the auctions in which you were also competing.

2. Overlap rate: Overlap rate is how often another participant's ad received an impression when your ad also received an impression.

For example, if one of the other participants in your Auction insights report is showing “60%” in the Overlap rate column, this means that in 6 out of every 10 times your ad showed, an ad from this participant showed as well.

3. Position above rate (Search campaigns only): Position above rate is how often the other participant’s ad was shown in a higher position than yours was, when both of your ads were shown at the same time.

For example, if one of the other advertisers in your Auction insights report is showing “5%” in the Position above rate column, this means that the other participant’s ad showed in a position above yours in 5 out of every 100 times your ads showed at the same time.

4. Top of page rate (Search campaigns only): Top of page rate tells you how often your ad (or the ad of another participant, depending on which row you're viewing) was shown at the top of the page, above the unpaid search results.

For example, if an advertiser had 100 impressions out of which 20 impressions appear in any of the positions above the organic search results, the top of page rate will be 20%.

5. Absolute top of the page rate (Search campaigns only): Absolute top of the page rate tells you how often your ad (or the ad of another participant, depending on which row you're viewing) was shown at the absolute top of the page as the very first ad above the organic search results.

For example, if out of 100 impressions, an ad has 10 impressions in which it appears as the first ad above the organic search results, the absolute top of page rate will be 10%.

6. Outranking share: Outranking share is a percentage defined as the number of times your ad ranked higher in the auction than another participant’s ad, plus the number of times your ad showed when theirs did not, divided by the total number of ad auctions you participated in.

Where your ads can appear

When you advertise with Google Ads, your ads can appear on different places across the web depending on how you target your ads, to whom you choose to show them, and the types of ads you create.

1. On Google Search and other search sites

Your ad can appear on Google when people look for the product or service you offer. When you create your ad, you'll choose a set of keywords—the words or phrases that will trigger your ad to show. Then, when people search using the words or phrases you picked, your text ads can appear alongside or above search results.

• Google search sites: Ads can appear above or below search results on Google Search. They can appear beside, above, or below search results on Google Play, Google Shopping, and Google Maps, including the Maps app.
• Google search partners: Ads might appear with search results on websites of Google search partners. For text ads, search partners include hundreds of non-Google websites, as well as Google Video, and other Google sites.

2. On websites that your customers visit

You can also choose to show your ads to people as they browse the web. Your text, image, and video ads can appear on the Google Display Network.

The Display Network is a collection of websites—including specific Google websites like Google Finance, Gmail, Blogger, and Youtube—that show ads. This network also includes mobile sites and apps.

If you've ever seen an ad on your favorite news site or in your Gmail account, and wondered how it got there, now you know: websites like these are part of the Google Display Network.

 Your ads can appear on websites based on the targeting methods you choose. On the Display Network, there are several ways to target your ads:

• Choose keywords and topics related to what your offer
• Choose specific websites or pages
• Choose specific audiences based on their interests, demographics, or whether they've visited your website before.

3. On different devices

You can show your ads to people as they search or visit websites on the go:

• Your text ads can appear when people search on Google from their mobile devices and tablets.
• Your text, image and video ads can appear on Google Display Network websites when people visit these sites from high-end mobile devices, such as iPhones, Android devices, or tablets.
• Your ads can also appear on mobile apps, which are considered part of our Display Network.

4. In selected locations or languages

If you have text ads, you can choose to show them to customers in an entire country, a certain geographic location, and even to customers who use names of locations in their searches.

To better reach your potential customers, you can also target your campaigns to the languages they speak. And if your customers speak multiple languages, you can create separate campaigns to manage ads and keywords for each of those languages.

Google Shopping Ads

Shopping campaigns offer a simple and flexible way to organize product inventory and manage Shopping ads to promote product online. Once we uploads product data to the Google Merchant Center, you can create different Shopping campaigns, depending on advertising goals and budget.

Key benefits

1. Better engagement: With Shopping campaigns, customers can view and interact with attractive and engaging ads that give them a better sense of the product before they open the ad.

2. Better qualified leads: Increase the quality of your leads by featuring product information directly in your ads. Shoppers are more likely to complete a purchase on your site if they’re better informed before opening the ad.

3. Easy, retail-centric campaign management: Instead of keywords, Shopping ads use product attributes (that you define in your Merchant Center data feed) to show your ads on relevant searches. You can browse your product inventory directly in Google Ads and create product groups for the items you want to bid on.

4. Broader presence: It’s possible that more than one of your Shopping ads will appear for a given search, and a Shopping ad and a text ad could both appear at the same time — doubling your reach!

5. Powerful reporting and competitive data: You can monitor how your products are performing at many levels of granularity.

• See how many clicks a specific item got just by filtering your products view – no new product groups needed. 
• Use benchmarking data to get insights into your competitive landscape.
• Identify growth opportunities with impression share data and by using the Bid Simulator tool.

How do Shopping ads work?

Shopping ads use Merchant Center product data — not keywords — to decide how and where to show her ads. The product data (or CSS in the EEA) that she submits through the Merchant Center contains details about the cameras she sells. Google uses these details to match a shopper’s search to Advertiser's ads, making sure to show the most relevant products.

How to Add Products to Google Shopping

• Set up a Google Merchant Center account
• Optimize your product imagery
• Collect and input your product feed data
• Link your Google AdWords account
• Create a Google Shopping campaign
• Place bids on your Shopping campaign
• Target and schedule your Shopping campaign
• Build ad groups 

Where do Shopping ads appear?

1. Top ad placement on Google.com (desktop)
2. Right-side ad placement on Google.com (desktop)
3. Top ad placement on Google.com (mobile)
4. Google Shopping property

Additional features

1. Google Customer Reviews: It is a free program that lets you collect feedback from people who’ve made a purchase on your site. Ratings from Google Customer Reviews apply to your seller ratings eligibility. Seller ratings appear on Search ads, in Shopping ads, and on an optional badge that can be displayed on your site.

2. Product Ratings: It show star ratings on Shopping ads and, in some instances, on product listings on Google. These ratings help people with their purchase decisions, driving more qualified shoppers to your product pages. Product Ratings appear as a 1-5 star rating system and as a count of total reviews. These star ratings represent aggregated rating and review data for the product, compiled from multiple sources that include retailers, third-party reviews aggregators, editorial sites, and consumers.

3. Merchant Promotions: It is a free feature that allows you to distribute online promotions with Shopping ads on Google.com. When you add promotions to products that you sell on Google, shoppers see a “special offer” link (e.g., 15% off, free shipping). This link can increase the appeal of your Shopping ads and encourage shoppers to buy.

Types of Shopping Ads

1. Local Inventory Ads: Local Inventory Ads display local inventory to people searching on Google.

When shoppers click on a Local Inventory Ad, it drives them to a website’s local storefront page, which can be either Google-powered or merchant-hosted. The page displays local inventory and prices relevant to the shopper’s search terms. It also shows store hours, directions, and more!

Key benefits of Local Inventory Ads:

• Promote your in-store inventory
• Bring your local store online
• Measure the performance of your ad

Key takeaways:

• Feature your in-store products and store information to nearby shoppers searching with Google
• Drive consumers to your brick-and-mortar stores to complete a purchase
• Display your products on a Google-hosted or a merchant-hosted local storefront

2. Local Catalog Ads: Local Catalog Ads are a visual, easy-to-browse mobile ad format. You can showcase your products and access the wide reach of Display ads across more than 3 million sites and apps.

Key benefits of Local Catalog Ads:

• Feature your product inventory
• Complement your print marketing goals
• Measure and optimize your ads

Key takeaways:

• Reach mobile shoppers
• Promote store deals
• Act as an extension of print/circulars/catalogs
• Drive store visits
• Appear on the Display network

3. Showcase Shopping ads: Showcase Shopping ads allow you to engage customers early in their purchase journey, when they’re discovering what to buy and where to buy it. Showcase Shopping ads are unique to Google Search.

Key benefits of Showcase Shopping ads

• Differentiate your brand, website, or merchandise: Instruments appear in a funnel to show how Showcase ads help consumers narrow down their options.
• Drive users down the purchase funnel: Showcase Shopping ads influence shoppers at the start of purchase journeys. By using Google’s audience products, you can target and re-engage shoppers who interact with your Showcase Shopping ads throughout their full customer journey.

Key takeaways

• Capture broader queries where shoppers aren’t yet sure what they want to buy or where they want to buy it
• Present a collection of products to introduce shoppers to your brand
• Appear on mobile and desktop on Google Search

What's automated bidding?

Bidding is a key success factor for online marketing, and the bid strategy you choose directly influences how your campaigns perform and how visible your ads are in the unique moments that are important to your business. Google Ads offers several bid strategies that are tailored to your marketing goals and different types of campaigns. Depending on your focus, you can determine which strategy is best for you.

Benefits of Google Ads automated bidding

• Machine learning
• Time saved
• Auction-time bidding
• Depth of signals used and cross analysis

Automated Bidding strategy

It’s important to choose a bidding strategy that reflects your marketing goals. Google Ads offers several bid strategies to choose from. Which strategy you choose depends on which networks your campaign is targeting and whether you want to focus on improving clicks, visibility, conversion, and so on.

1. Awareness-based bidding strategies: You should choose this bid strategy if you want to make sure that your ad is visible for certain queries and even at certain locations on the page.

2. Consideration-focused bidding strategies: You should choose this bid strategy if you want to drive as many clicks as possible within a set level of spend.

3. Conversion-focused bidding strategies: Choose one of these bid strategies if you're tracking actions post-click, valuing conversions equally, and looking to maximize the number of conversions. 

4. Revenue-focused bidding strategies: Choose this bid strategy if you’re tracking the revenue or value associated with your conversions and want to maximize it at a specific return on ad spend target. 

They’re a good fit if you’re tracking conversion value and have campaigns that have at least 50 conversions in the past 30 days for Search and at least 15 conversions in the past 30 days for Display.

Performance Planner

Performance Planner is a new forecasting tool that uses machine learning to reveal the possibilities for your Google Ads campaigns. With this tool, you can explore forecasts for your upcoming monthly, quarterly, and annual budgets for current campaigns, while also helping to improve your return on investment.

How does Performance Planner forecast campaign performance?

Performance Planner uses a combination of account history and machine learning to power forecasts. In Google Ads tools, forecasts must meet a certain level of accuracy. As a result, the confidence interval of these forecasts is likely greater than that of other available forecast tools.

1. Forecasting: Google Search ad auctions — made up of billions of searches per week — powers our forecast engine.

2. Simulation: Our forecast engine simulates relevant ad auctions with query level variables, including seasonality, clickthrough rate, competitors, landing page, and time of day.

3. Machine learning: We use machine learning to fine tune forecasts and achieve a higher level of accuracy.

4. Validation: We perform forward and backward measurements of accuracy for thousands of campaign samples — across one, seven, 30, and 90 day periods — to ensure we’re making valid recommendations.

What changes will Performance Planner recommend?

1. Search Manual cost-per-click (CPC) or Enhanced CPC campaigns: Recommended average daily budget and campaign bid scaling (1.5 scaling means + 50% bid scaling)

2. Search Maximize Clicks or Maximize Conversions campaigns: Recommended average daily budget

3. Search Target CPA or Target return on ad spend (ROAS) campaigns: Recommended average daily budget, Campaign-level Target CPA, or Campaign-level Target ROAS

Google Ads Display

With Google Display ads as your advertising ally, you can reach over 90% of global internet users across more than three million apps and websites. This kind of reach allows you to learn about consumer behavior, identify valuable audiences, and engage with those audiences quickly and often.

What's the value of Google Display ads?

• Powerful intent signals: Google harnesses best-in-class intent signals to place ads against the most relevant content, driving your marketing results.
• Massive scale: Run your ads and connect with your audience through Gmail, YouTube, and millions of other websites.
• Measurable performance: Maximize results with Google Display ads' measurable performance.
• Easy campaign set-up: Once you indicate your marketing objective, Google Display ads will bring you the features and options that are relevant to what you want to accomplish.

There are two campaign types for you to choose from

• Smart Display campaign
• Standard Display campaign

What's a Smart Display campaign?

Smart Display campaigns are a campaign type that uses full automation. It bundles together all the pillars of successful Display campaigns and accesses the best of Google’s machine learning capabilities to optimize and automate nearly all aspects of your Display campaigns. You provide a few inputs: what your ads will say, images you want to use, daily budget, and cost-per-acquisition (CPA) performance targets. Google will mix and match your ads at scale.

Who should run Smart Display campaigns?

• Are new to display advertising and want a fast and highly performing campaign
• Have limited display advertising to remarketing but now want to reach people earlier in the buying process
• Want to attract additional customers beyond your manually targeted campaigns or simplify your existing campaign structure 

What's a Standard Display campaign?

If you’re looking for full control over all aspects of your Display campaign, then a Standard Display campaign is right for you. You can manually select your targeting, bidding, and ad formats.

1. Targeting

When building your first Display campaign, there are three marketing objectives you'll be able to choose from:

• Build awareness: Increase how well people know your brand.
• Influence consideration: Encourage people to explore your products or services.
• Drive action: Get sales or leads by motivating people to take action.

2. Bidding

It’s important to choose a bid strategy that reflects your marketing objectives. There are four main bid strategies you'll be able to choose from when you use Smart Bidding:

• Enhanced CPC: Automatically adjusts your manual bid up or down based on each click’s likelihood to result in a conversion
• Maximize Conversions: Drive as much conversion volume as possible within your budget
• Target CPA: Automatically sets bids to help you increase conversions while reaching your average cost-per-acquisition goal
• Target ROAS: Automatically sets bids to help get as much conversion value as possible at the target return on ad spend you set

3. Ad Formats

Display ads can help you promote your business when people are browsing online, watching YouTube videos, checking Gmail, or using mobile devices and apps.

With Google Display ads, you can take an approach that enables greater efficiency or greater creative control. 

a)  Responsive Display Ads: Responsive Display Ads give you the ability to upload your own assets and create ads that serve in all ad slot sizes, into both native and non-native inventory. Simply upload your assets (images, videos, headlines, logos, and descriptions), and Google will automatically create ads. They're built for performance, reach, and scale.

Key benefits:

• Automation: When you create a Responsive Display Ad by uploading different assets into Google Ads, Google uses a machine learning model to determine the optimal combination of assets for each ad slot based on predictions built from your performance history.
• Reach: Multiple assets can be uploaded per asset type, such as headlines, logos, images, and videos. The ads that Google assembles automatically adjust their size, appearance, and format to fit just about any native or non-native ad slot. 
• Simplicity: By using Responsive Display Ads, you can reduce your overhead for managing ad portfolios within ad groups and campaigns and dedicate more time to performance improvement.

b) Uploaded ads: Uploaded ads offer greater control over the way your ads look and feel. You build your own ads outside of Google Ads and simply upload them to your Display campaign.

Uploaded ads Types:

- Image ads: Created outside of Google Ads (in Google Web Designer, for example), image ads are uploadable as a .zip file into Google Ads. Image ads only run in banner-eligible slots, which has limited scale relative to Responsive Display Ads.

Key Benefit

• Complete creative control: You can develop these ads yourself using templates to decide how best to combine your different images, text, and logos.

- AMPHTML ads: AMPHTML ads enable marketers, publishers, and technology providers to deliver faster, and more secure ad experiences across all platforms by applying the principles of AMP to building and serving ads.

Key Benefits

• Faster ads drive better performance: AMPHTML ads are 6x faster than regular ads on AMP pages, making them more viewable, more effective, and more likely to perform well.
• Lighter ads can lead to better ad experiences: AMPHTML ads are 3x lighter in load and rendering than regular ads which may result in users having a more positive experience with your brand. 
• Safer ads build trust in your brand: AMPHTML ads need validation before they’re served, reducing the risk of malware and building trust in the brands users are engaging with.

Reach Users on Google Display Ads

You can use targeting to direct your campaign’s ads to the people you want to reach most. Simply choose the targeting option that aligns to your campaign goal and Google Display ads will work to get your ad in front of the right people, in the right place, at the right time.

Three main marketing objectives through her Google Display ads campaigns:

1. Build awareness: When you want to reach a broad audience and maximize your brand exposure, we recommend selecting build awareness as your Display campaign marketing objective. 

Let’s take a look at the Google Display ads targeting options available that will help her build awareness:

• Demographic targeting: Demographic targeting enables you to show ads to users based on a combination of declared and inferred data. You can target based on age, gender, and parental status. 
• Affinity audiences: With Affinity audiences, you can reach TV-like audiences based on a holistic picture of their lifestyles, interests, and passions. Choose from over 100 segments based on online behavior. Google’s best-in-class algorithm distinguishes these users that are truly passionate about a topic rather than those that are merely interested.
• Custom Affinity audiences: If one of the 100+ off-the-shelf Affinity audiences doesn’t meet your needs, create your own with Custom Affinity audiences. This feature allows you to define and target custom-made audiences, giving you substantive reach against niche groups of users.

2. Influence consideration: When you want to engage with users that are actively researching products or services, we recommend selecting influence consideration as your Display campaign marketing objective.

Let’s take a look at the Google Display ads targeting options available that will help her influence consideration:

• In-Market audiences: Reach potential customers while they're actively browsing, researching, or comparing the types of products you sell and are close to a conversion. Connect with those most interested in what you have to offer, using precise segments that classify users based on their demonstrated in-market behavior and purchase intent.
• Custom Intent audiences: If you want to create a tailored audience that isn't covered in one of our In-Market audience segments, Custom Intent is for you! Define and reach people that have the intent to purchase, updated in real-time. Simply enter keywords or URLs that best represent your audience or choose from one of our auto-created audiences.
• Similar Audiences: Similar Audiences finds users that are similar to an original remarketing list or other uploaded compatible list. It finds users that are similar in profile based on their recent browsing and interests around different topics.

3. Drive action: When you want to re-engage with users that have already shown interest in your brand, we recommend selecting drive action as your Display campaign marketing objective.

Let’s take a look at the Google Display ads targeting options available that will help her drive action:

• Remarketing: Remarketing lets you show ads to the people who demonstrated their interest in what you offer with their visit to your website or app. It’s how you reconnect with great prospects as they browse the millions of websites and apps available on the network.
• Standard remarketing: Show ads to your past visitors as they browse network websites and use network apps. Communicate with people who've previously visited key pages on your website across screens, giving you a powerful new way to match the right user with the right message.
• Dynamic remarketing: Work to boost your results with dynamic remarketing, which takes remarketing to the next level with ads that include products or services that people viewed on your website. Create dynamically generated display ads with product data pulled from a pre-uploaded feed. You can achieve great performance showing to users products they have seen on your website, with low effort in campaign, ads, and remarketing lists creation.

What's automated bidding?

Bidding is a key success factor for online marketing, and the bid strategy you choose directly influences how your campaigns perform and how visible your ads are in the unique moments that are important to your business. Google Ads offers several bid strategies that are tailored to your marketing goals and different types of campaigns. Depending on your focus, you can determine which strategy is best for you.

Benefits of Google Ads automated bidding

• Machine learning
• Time saved
• Auction-time bidding
• Depth of signals used and cross analysis

Automated Bidding strategy

It’s important to choose a bidding strategy that reflects your marketing goals. Google Ads offers several bid strategies to choose from. Which strategy you choose depends on which networks your campaign is targeting and whether you want to focus on improving clicks, visibility, conversion, and so on.

1. Awareness-based bidding strategies: You should choose this bid strategy if you want to make sure that your ad is visible for certain queries and even at certain locations on the page.

2. Consideration-focused bidding strategies: You should choose this bid strategy if you want to drive as many clicks as possible within a set level of spend.

3. Conversion-focused bidding strategies: Choose one of these bid strategies if you're tracking actions post-click, valuing conversions equally, and looking to maximize the number of conversions. 

4. Revenue-focused bidding strategies: Choose this bid strategy if you’re tracking the revenue or value associated with your conversions and want to maximize it at a specific return on ad spend target. 

They’re a good fit if you’re tracking conversion value and have campaigns that have at least 50 conversions in the past 30 days for Search and at least 15 conversions in the past 30 days for Display.

Performance Planner

Performance Planner is a new forecasting tool that uses machine learning to reveal the possibilities for your Google Ads campaigns. With this tool, you can explore forecasts for your upcoming monthly, quarterly, and annual budgets for current campaigns, while also helping to improve your return on investment.

How does Performance Planner forecast campaign performance?

Performance Planner uses a combination of account history and machine learning to power forecasts. In Google Ads tools, forecasts must meet a certain level of accuracy. As a result, the confidence interval of these forecasts is likely greater than that of other available forecast tools.

1. Forecasting: Google Search ad auctions — made up of billions of searches per week — powers our forecast engine.

2. Simulation: Our forecast engine simulates relevant ad auctions with query level variables, including seasonality, clickthrough rate, competitors, landing page, and time of day.

3. Machine learning: We use machine learning to fine tune forecasts and achieve a higher level of accuracy.

4. Validation: We perform forward and backward measurements of accuracy for thousands of campaign samples — across one, seven, 30, and 90 day periods — to ensure we’re making valid recommendations.

What changes will Performance Planner recommend?

1. Search Manual cost-per-click (CPC) or Enhanced CPC campaigns: Recommended average daily budget and campaign bid scaling (1.5 scaling means + 50% bid scaling)

2. Search Maximize Clicks or Maximize Conversions campaigns: Recommended average daily budget

3. Search Target CPA or Target return on ad spend (ROAS) campaigns: Recommended average daily budget, Campaign-level Target CPA, or Campaign-level Target ROAS

Google Ads Apps

App campaigns are an automated ad type in Google Ads designed to help advertisers drive app installs and in-app conversions across all of Google’s inventory.

What are the key benefits?

1. Reach: Reach is a key feature of all Google advertising solutions. With Google App campaigns, it’s easy to promote your app across exclusive inventory such as Google Search, Play, YouTube, Discover and over 3 million sites and apps in our network. Google App campaigns have delivered more than 17 billion app installs, and Google is now the #1 network for app installs, according to AppsFlyer.

2. Relevance: Today, we can deliver relevant ads to users based on more inputs than ever before. In addition to traditional signals like age and gender, we can now include signals like app session duration, app settings, search queries, and location. With over 300 million possible signal combinations, Google App campaigns do the heavy lifting for you, delivering the right ad to the right user.

3. Simplicity: Google App campaigns simplify ad creation. Content from your Google Play and Apple App Store listings is pulled to design a variety of ad formats. All you need to do is add a few lines of text. The system then tests combinations to create ads that work best, at the right time. Data-driven systems realize your campaign goals at scale, in real time, with minimal input, which means no more time-consuming manual test-and-iterate period.

Implement conversion tracking in 3 steps

Step 1: Pick an analytics tool to track conversions

• Google Analytics for Firebase SDK
• App attribution partners
• Codeless tracking with Google Play

Step 2: Link your analytics provider with your Google Ads account
Step 3: Import your data to Google Ads

How to start a new campaign

Step 1: Sign into Google Ads.
Step 2: Navigate to the vertical menu on the left and select Campaigns.
Step 3: Select the plus button, then select New campaign from the dropdown.
Step 4: Select your campaign goal. Nadia selects App promotion.
Step 5: Select the campaign subtype. There are three options for campaign subtype: App installs, App engagement, and App pre-registration. Selects App installs.
Step 6: Select the mobile app's platform.
Step 7: Search for your app in the app search field and select it from the results dropdown.
Step 8: Select Continue.

Additional campaign subtypes:

• App engagement helps users rediscover your app by engaging them with relevant ads across Google's properties. Improve customer retention and long-term revenue for an app by increasing active users, generating sales, and reducing churn.
• App pre-registration helps drive awareness and build anticipation for apps and games prior to launch. Capture early consumer interest to accelerate launch performance. 

Note: These campaign subtypes may not be available for all advertisers. Speak with your Google account representative to learn more.

How to select campaign settings

After the initial setup page, there are some campaign-level settings (location, languages, and budget) that look similar to what she's done in other Google Ads campaigns.

Step 1: Name your campaign.

Step 2: Set location targeting. Nadia sets location targeting to United States and Canada.

Note: Targeting locations more granularly than country-level is not recommended, as the system works best when working from the largest dataset possible.

Step 3: Target all the languages that your app supports.

Note: Users will only see your ads in the language in which the campaign was created.

Step 4: Select your currency and enter your budget.

Understand your bidding settings

1. Focus on install volume: Focusing on install volume means that the campaign will optimize for as many installs as possible. 

Within that focus, there are two user groups to target: 

• All users:  Selecting All users will optimize the bidding on this campaign toward getting the most possible installs of your app.

Bid strategy: With this selection, a campaign will optimize toward a target cost-per-install (tCPI). This means that the system will use the outcome of past auctions to predict the likelihood of an install and adjust bids accordingly, with the intent to acquire users at your tCPI.

• Users likely to perform an in-app action: Selecting Users likely to perform a specific in-app action will optimize for high install volume among users likely to perform a designated in-app action. The overall volume of installs with this selection may be lower as compared with other bidding strategies. For these users, you must select the one action that's most important from the list of in-app actions you defined when implementing conversion tracking.

Bid strategy: The campaign will optimize toward tCPI, focusing on installs that have a higher probability of the selected in-app event.

2. Focus on in-app actions: By selecting in-app actions as the focus of your campaign, you want to get users who install the app and are likely to perform the in-app actions of your choice. Upon selecting in-app actions, you'll automatically be asked, “Which actions are most important to you?" You can then pick an event from the list of conversion events you defined in your analytics tracking tool.

Bid strategy: The campaign will optimize toward a tCPA. The system will use selected in-app event outcomes of past auctions to predict the likelihood of the number of in-app events to occur and adjust bids accordingly, with the intent to acquire users completing that event at your tCPA.

How to finalize your bidding settings

Step 1: Choose a focus for your campaign. Nadia wants the most possible installs of her app, so she chooses to focus her campaign on Install volume across All users.

.

Step 2: Your bidding strategy will be automatically selected based on your campaign focus and target users.

Enter an amount for your bid. If you're already running another campaign with tCPI or tCPA, use those as a starting bid. Otherwise, think about how much the specific conversion event is worth to your business.

Step 3: Now that you've set a bid, go back to make sure your budget is high enough.

Step 4: Set the campaign's start and end dates, then select Save and Continue.

Key takeaways

• Google App campaigns can drive either installs or engagement.   
• When creating an App campaign for installs, you can chose to optimize based on install volume or in-app actions.  
• If you already have a target CPI or CPA, use that as a starting bid for your campaign.
• Set a daily campaign budget that's at least 50x your tCPI or 10x your tCPA.  

Ad group

For accurate targeting, assets are organized in ad groups around a specific theme, audience, or message. Ad creatives are only created from combinations of assets within an ad group. Here are some guidelines:

• At least one ad group is required for each campaign. 
• It's strongly recommended to have at least one evergreen ad group that continues to run while you explore different themes with other ad groups. 
• Additional ad groups may be created after all campaign settings are complete. 
• Remember that all ad groups in a campaign will target the same user location and language, as those settings are selected at the campaign level.

Note: Ad groups are groups of ads or ad assets that share common themes.

Ad assets

Ad assets are individual elements such as lines of text, individual images, or videos that are combined automatically in an App campaign to create ads.

One of the key ways that machine learning powers app campaigns is by using individually-added assets to auto-generate ads.

Uploading a diverse mix of assets allows the system to learn and improve performance. Assets can be added into Google Ads manually by advertisers or auto-generated from content within the app’s Google Play and Apple App Store listings.

Ad assets are used in different combinations to build ads and match them with users who meet the campaign goal you selected. If you upload many diverse assets, your ads will serve across more inventory and reach more users.

Types of assets:

1. Text

What is it: Text assets are short lines of text about your app that appear in ads across Google Search, Play, and YouTube, and in the more than three million sites and apps in our network. There are two types of text lines in App campaigns: headlines and description lines.

Headlines: Headlines are not app titles, but text that highlights the key feature of the app. Headlines should be standalone sentences that end with punctuation. To learn more, check out our advertising policies.

Max count:  Each ad group can have two to five headlines, with up to 30 characters in each.

Description lines: Description lines are longer text, with more in-depth detail about your app. Description text ideas should educate, inform, avoid generic language, and take full advantage of character lengths.

Max count: Each ad group may have one to five description lines, with up to 90 characters in each.

2. Image

What is it: Image assets are images used in ads to represent your app on over three million sites and apps in our network.

Max count: Each ad group can have up to 20 images.

Details:

• Images can be .jpg or .png, with a maximum size of 150KB.
• Image assets can be either landscape (1.91:1) or square (1:1).

3. Video

What is it: Video assets are video clips that appear in ads across YouTube and over three million sites and apps in our network.

Max count: Each ad group can have up to 20 videos.

Details:

• Videos must be hosted on YouTube.
• Orientation can be landscape, portrait, or square.
• Videos of varying length and aspect ratios will reach users in different formats. 
• If no video is uploaded, Google Ads may use assets from your app store listing to make a video ad for your campaign.

4. HTML5

What is it: HTML5 assets are snippets of code used to create interactive ads. The HTML5 ad is typically a full screen ad, or interstitial, and may be paired with other assets from your app store listing page to create ads on over three million sites and apps in our network. Consider uploading the maximum number of other asset types before building for HTML5.

Max count: Each ad group may have up to 20 HTML5 assets.

Details:

• Use the HTML5 Validator tool to validate HTML5 assets before uploading.
• HTML5 sizes currently accepted include:
• 300x250 (fixed size)
• 320x50 (fixed size)
• 480x320 (landscape interstitial, variable size)
• 320x480 (portrait interstitial, variable size)

The importance of asset coverage and quality

1. Asset coverage: Having assets of all types and sizes helps increase ad coverage, meaning your ads have a better chance of showing up across the broad inventory of Google’s properties.

Asset variety allows machine learning to optimize for user preferences, picking the right ad for the right user.

2. Asset quality: Of course, ad coverage and variety are only effective if the creatives themselves are strong. Provide high-quality assets so that your ads resonate with your audience. If you need help, Google’s directory of preferred creative partners provide professional asset development services.

3. Achieve excellence with your creative assets:

a) Text assets: 

• Use the maximum number of allowed headlines and descriptions
• Empower users to take action
• Experiment with variety
• Match your text to its ad group

b) Image assets: 

• Upload high-quality images
• Keep it simple
• Use text minimally and selectively
• Provide many image assets of different ratios

c) Video assets: 

• Focus on the app experience
• Provide video assets of different ratios and durations
• Customize videos for mobile experience
• Use clear, crisp, and engaging audio

d) HTML5 assets:

• Make it short, engaging and accurate
• Use high-quality images to create HTML5 assets in different aspect ratios
• Provide clear instructions on how to interact with the ad
• Include persistent call-to-action

Understand Your App Campaign Results

Focus 1: Understand the importance of view-through conversions: App campaign reporting is similar to that of other Google Ad campaigns, but there’s one specific metric that deserves a closer look: view-through conversions, or VTCs.

What are they?

• A VTC occurs when a user sees an ad and doesn’t click on it, but completes a conversion on the advertiser’s app within 24 hours.
• VTCs are measured for all ad formats except Search. They are reported separately from click-through conversions.

Where are they?

• “View-through conversions” isn’t a default reporting column in Google Ads. To see view-through conversions in its own column, start in the campaign performance report and go to Columns at the top right. Select Conversions, check the View-through conversions box, and select Apply.
• If you’re using an app attribution partner, ask about how to enable VTC reporting.

Focus 2: Assign value to events : Find out which customers are the most valuable to your business by assigning different values to specific events.

a) Associate values with individual events: Assign a value to each in-app event and process the data in your analytics platform to help you understand how users generate value within your app. Different events have different values — some purchases are worth more than others, and certain actions, like referring a friend, are valuable even if they don't immediately generate revenue.

b) Understand lifetime value (LTV): Not all customers bring equal value to your business. Consider two users who each make a $5 purchase one day after downloading your app. They might look the same to you if you're using a seven-day lookback window. But what if the first user never makes another purchase, while the second user makes a new purchase every week? This is a difference you'll want to be able to measure.

Focus 3: Measure across app and web: Users want what they want, when they want it — and they move across apps and web to find it. So building a seamless user experience is key to customer retention and business growth. The ability to measure user behavior cross-platform is just as critical. Unfortunately, measuring across app and web remains challenging for a few reasons:

• Users often have multiple touchpoints across multiple channels prior to conversion. 
• Advertisers often have limited insight into user journeys across platforms because app and web engagement are commonly measured by different teams, making them difficult to unify.
• Web attribution is fairly advanced, while app attribution is mostly still “last click.” 

Google offers two solutions to help bridge the measurement gap between app and web: (1) deep linking and (2) App + Web properties in Google Analytics.

Solution 1: Deep linking: Send your most valuable users directly to your app when they click an ad in their browser.

With deep linking, when a user who already has your app installed clicks on your Search, Display, or Shopping ad on their device, they'll be taken directly to the relevant page in your mobile app. 

Solution 2: App + Web properties in Google Analytics: App + Web is a new property type in Google Analytics that allows advertisers to measure across their apps and websites. By measuring app and website engagement in one place, you'll be able to explore cross-platform user insights, measure the impact of ad campaigns across app and web, and measure app-to-web conversions.

Optimize the App Experience

1. Improve your app store listing: Create a compelling first time user experience that begins in the app store, before the download. Make sure your app title, description, icon, feature graphic, screenshots, and video provide a clear and accurate representation of your app experience.

2. Improve your app: The visibility of your app in the app store is also impacted by the quality of the app itself. In fact, the majority of positive, five-star reviews specifically praise app speed, design, and usability.

3. Technical performance:

1. Speak with your app developer team about their plans for improving technical performance. 
2. Smaller app file sizes correlate with higher install conversion rates, particularly in emerging markets.

4. User experience

Expand App Reach Across Markets

Step 1: Choose the right markets
Step 2: Localize your app
Step 3: Test, launch, and measure to scale

Google Ads Video

Video advertising on YouTube is different from other platforms like Google or Facebook Ads because of the way a view is counted: You only pay for a view if the user passes the 30-second mark or watches the entire video.

Available intent audience solutions

Let's take a look at the range of intent audience solutions that Google offers

1. In-Market Audiences

Highly qualified consumers ready to make a purchase

Connect with people who are actively researching or intending to buy a product or service.

Example: An auto advertiser that wants to reach people who are currently in market for a new car

What is it?

In-market audience segments enable you to reach people who:

• Are in the right mindset 
• Have indicated intent to purchase (for example, by visiting consumer review and price comparison sites)
• Are incremental to those already on a remarketing list (for example, people with an intent to buy, but who may not be familiar with your site)

Who is it for?

• Performance advertisers that want to reach customers further down the consideration funnel, who have a higher likelihood of converting
• Advertisers that use remarketing but want to drive new, incremental customers to their site

How does it work?

People are determined to be in-market based on the following factors:

• Google Search and Maps Search signals
• Visits to sites that indicate intent to purchase 
• How often and how recently these pages were visited
• Context where other people have clicked on ads related to the product or service and subsequently converted
• Surveys that create a ground truth for our algorithms

2. Life Events

Consumers at important transition points in their lives

Engage with people in the middle of important life milestones and likely to make major purchase decisions.

Example: A mattress company that wants to reach people who are moving

What is it? 

With Life Events on YouTube, you can engage people that are in the middle of important milestones and likely to change their brand preferences.

How does it work? 

Our system looks at actions across YouTube, Google Search, and Google Maps that indicate someone is about to go through, or has recently gone through, a major life event. We then categorize the person as being pre- or post-event so you can reach them with the right message.

What’s currently available?

The following life event segments are currently available:

• Graduation
• Marriage
• Moving
• Purchasing a Home
• Job Change
• Business Creation
• Home Renovation 
• Retirement
• New Pet

3. Custom Intent Audiences

Consumers who’ve searched for specific products or services

Reach people who have turned to Google.com to research products prior to purchase.

Example: A travel company that wants to reach people researching their next vacation

Now you can reach people who are actively researching your product on Google.com to drive action on YouTube. This is significant, as 85% of people who use Google search are also on YouTube!

Here's what you can accomplish with Custom Intent:

• Build a customizable audience using search keywords you choose.
• Amplify your search audience with action-oriented video formats.
• Extend reach and capture attention during an active purchase decision.

4. Remarketing

Consumers who’ve interacted with you already

Reinforce messaging with people who’ve visited your website already or interacted with your YouTube video or channel.

Example: An electronics company that wants to reach people who watched an unveiling video for their new phone

5. Customer Match and Similar Audiences

Consumers that you have CRM data for

Re-engage existing customers, find new users, or develop similar audiences based on data such as email, address, phone number, or device ID.

Example: A credit card company that wants to reach existing card users for upgrades

Top takeaways

• Recommend in-market audiences to drive consideration among people who are actively researching and intending to buy products or services you offer.
• Recommend Similar Audiences to reach new users beyond their remarketing lists, who share the same characteristics as your best customers.
• Recommend Custom Intent to drive action on YouTube by reaching people after they search for your keywords on Google.

Types of YouTube Video Ads

There are three key types of video ads in which you can invest on YouTube: TrueView, Preroll, and Bumpers.

• TrueView Ads

TrueView is our skippable in-stream ad format that allows users to choose to engage with the video.

A video ad plays before, during, or after other videos, and after five seconds the viewer has an option to skip the ad.

TrueView formats are distinguished by the bidding method and their ability to align with the marketing objective.

1. TrueView for reach (CPM) for Awareness

TrueView for reach drives awareness and optimizes for highly efficient reach and is bought on target CPM, using a skippable in-stream format.

It optimizes for impressions instead of views (like TrueView in-stream), and allows you to easily plan, set up, and buy your auction campaign in a familiar currency. It's also available on YouTube and Google Video Partners.

2. TrueView in-stream (CPV and Maximize lift) for Consideration

TrueView in-stream ads are skippable ads that count toward an advertiser's view count (if a video is longer than 11 seconds). They're available on YouTube and Google Video Partners and are only charged when someone:

• Watches 30 seconds of the ad — or to completion if the ad is less than 30 seconds
• Takes action from the video — such as clicking to visit the advertiser's site or downloading their mobile app

They're bought on a cost-per-view (CPV) or available using Maximize lift bidding.

3. TrueView discovery (CPV) for Consideration

This ad format runs as a promoted video on the YouTube home feed, watch feed, and search results, and is bought on a cost per view (CPV). It reaches audiences at key moments while they're searching for or watching content on YouTube.

TrueView discovery works in a slightly different way from TrueView in-stream, as viewers click on an ad to watch it versus being able to skip it after the first five seconds.

Expand reach across YouTube

Be present beyond the watch page pre-roll in key discovery placements across YouTube, including on the YouTube home feed, watch feed, and search results (pictured left to right).

4. TrueView for action (tCPA and Maximize conversions) for Action

TrueView for action ads are skippable in-stream ads that drive website actions, and are bought on target CPA or Maximize conversions.

• TrueView in-stream format includes the companion, customized call-to-action overlay (CTA), and end screen
• Available on YouTube and Google Video Partners (beta)

Top takeaways

• TrueView in-stream is great at driving consideration and user action.
• TrueView for reach offers highly efficient reach to drive awareness at the lowest CPMs.
• TrueView discovery can help capitalize on key moments of discovery.
• TrueView for action allows advertisers to convert attention and intent of YouTube users into action.

• Bumper ads (CPM)

Bumper ads are six-second non-skippable in-stream ads that drive reach, frequency, and brand awareness.

They're the building blocks to any successful YouTube ad campaign, working as both a complement to TrueView in-stream and Google Preferred, while also making an impact as a standalone video solution. They're also designed for a mobile-first world, and deliver more reach than any other ad format.

• Bumpers are bought on a target cost-per-thousand impressions (CPM) through Google Ads (auction or advance buy), Display & Video 360, or Google Preferred.
• They have the lowest CPM among in-stream video formats and serve predominantly on mobile.
• Available on YouTube and Google Video Partners.

Top takeaways

• Bumpers are six-second ads that deliver reach and brand impact.
• Bumpers have the lowest CPM among in-stream video formats and serve predominantly on mobile.
• This ad format is best suited for advertisers who want broad reach, low CPMs, and video completion.
• When bumpers are combined with a longer form creative, it helps drive incremental brand lift and reach.

• Drive awareness with mastheads and non-skippable in-stream ads

1. masthead (CPD or CPM)

The masthead runs on the YouTube homepage and home feed — a marquee placement.

• CPD: On the days that matter most to them, advertisers can reach the immense YouTube audience with massive, single-day reach across both desktop and mobile devices.
• CPM: Advertisers can also buy the masthead slot on the home feed on CPM, which enables the use of audience solutions. It's the same powerful creative unit, but advertisers can reserve this premium real estate for the audience members that matter most.

2. non-skippable in-stream ads (CPM)

Non-skippable in-stream ads drive awareness and reach your target audience.

• Available in auction or as a reservation buy
• Industry-standard 15 seconds or less non-skippable video ad (20 seconds or less available in certain markets)
• Most similar to TV ads
• Available on YouTube and Google Video Partners (Google Ads and Display & Video 360)

Top takeaways

• Masthead provides massive reach in a short period of time, typically around a tentpole event or product launch.
• Non-skippable in-stream ads are available on auction and reservation, and offer the ability to share the entire message with the audience.

• Google Video Partners

Google has established partnerships with leading publishers through Google Ad Manager, Google AdMob, and Google AdSense, that extend video reach beyond YouTube.

Video formats bought in Google Ads and Display & Video 360 (DV360) that run on YouTube are also available on GVP:

• TrueView in-stream
• TrueView for reach
• TrueView for action (beta)
• Bumpers
• Non-Skippable in-stream ads (Google Ads and DV360)

Top takeaways

• Google Video Partners (GVP) is a collection of sites and apps from our partner publishers. 
• GVP is the perfect complement to YouTube and helps brands reach potential customers when they engage with content outside of YouTube.
• Outstream video ads run outside of a video stream, such as within a news article or before a mobile game, to drive more incremental reach at a cost-efficient price through GVP.

Design effective video ads with Google's ABCDs

• Attract: Hook your audience and get them to tune in
• Brand: Help consumers see and hear your brand
• Connect: Make your audience think or feel something about your brand
• Direct: Get them to take action