Google Adwords Udemy Course – First Chapter

Udemy Google Adwords Course

Section 2

Make Notes, Write down questions.

Chapter 1 Course PDF

Google Ads Facts:

  • Amazon spends 60M/year on Adwords
  • Top3 Ad Spots take 40% of all clicks!
  • 45,5% can’t tell difference between Ad/Organic
  • Google Display campaigns reach 60% of the Internet
  • Remarketing generates ROI of 600% and more (not for everyone)

Two main forms:

  • Search Ads
  • Google Display Advertising



Introduction (We all gotta start somewhere)




Section 1, Lecture 7

Each sold item represents different need, different demographics and mindsets.

You can look at your website and use the navigational bar as guide for their own campaigns

Location based differntation:
See what you target something worldwide and what kinds you can only target to limited countries (for example if you only ship some items to some countries)

Day parting / ad scheduling:
Schedule ads depending on the time of the purchase, where the campaign

Rule of thumb:
Every product category should have their own campaign, as long as there are enough kinds of products to make up different ad groups inside those campaigns.

There should be different campaign for fundamentally different kinds of services (higher margins, higher profitability, etc) so that you can organize the data and organize the results.
Essentially the Main Navigational Categories

For example:
Udemy lesson: Shop for Business Furniture and Shop for Designers looking for Furniture could be two campaigns.

Or Chase Bank: Bank with Chase, Chase for Business, Find a Credit Card, Buy a Home, Buy a Car

EXERCISE  – Exercise to do with new businesses:
Write down 2-3 Campaign Ideas without going to the website. Then go to the website, click around an try to find some more Campaign Ideas.



Section 1, Lecture 8

Search Network with Display Select:
Findet die meisten Personen, NICHT aber unbedingt die meisten Kunden!

Display Network can give you really, really crappy traffic.

Für speziell für eCommerce, sollte aber nicht als einziges PPC von eCommerce Unternehmen eingesetzt werden.

Universal App Campaign:
Wird nicht empfohlen, auch wenn man versucht mehr Downloads für seine App zu finden. Bei Apps wird stattdessen Search Network Only oder Video Kampagnen empfohlen.

Search Network only
Is generell das was man auswählen sollte.
Wählt man Unterfunktion “All Features“ (nicht Standard)

Konfiguration der Kampagne für unterschiedlcihe Mikroaktionen/Mikroobjektive:

  • Mobile app installs: Die Werbeanzeigen sind so gestaltet, dass sie Personen zu Appstore führen
  • Mobile app engagement: Auf Personen zielen, die unsere App genutzt haben
  • Dynamic Search Ads: Google erstellt Suchanzeigen mit dem Content deiner Webseite (mixed feelings, because Google controls it)
  • Call-only: Extremly good campaign for local businesses who only want phone calls.
    Diese Anzeigen werden nur auf Smartphones angezeigt und das klicken dieser Werbeanzeigen wählt die Nummer und platziert den Anruf.


 Section 1, Lecture 9

Google Search Network = & Co

Include search partners:

  • Partner Sites which do display Google Ads in on their websites (f.e. Amazon, Youtube, CNN).
  • Google Search Bars in other Browsers
  • Changes regularly (do not overthing who is includes/not included)
  • Click rates of partner sites do not affect Quality Score
  • Yiu won’t know where your ads appear

Die Frage ist: Sollte man auf diesen Partnerseiten werben? Oder sollte man diese Box leer lassen?

Entscheidungshilfe: Siehe PDF

Bei Markenbegriffen tendiert das Partner Netzwerk dazu besser zu konvertieren, hat alledings höhere durhschnittliche CPC’s.

Dies kann dadurch sein, dass wenn diese Suchbegriffe auf eCommerce-Seiten aufkommen, die Leute sowieso schon bereit sind den Einkaufsschritt zu gehen.

Solltes man limitertes Budget haben oder gerade starten, ist es besser das Search Partner Network zu exkludieren. Man kann es jederzeit später hinzufügen.

Definitely add the search partner network before expanding budget into display campaigns!


 Section 1, Lecture 10

Devices: Steep decline in conversion rate from desktop > phones > tablets

Decline rate phones: small, cellular networks are slow.

Don’t bid on tablets to begin with, especially if you have a limited budget.

Hypothesis why: Responsive design does not always account for Tablet screens, making them a bad user experience. They also suffer from the slow network connectivity. 

Tablet traffic should get better, as more brands refedine their responsive experiences

See how website looks on different devices/ simulate iOS, Android

  • BrowserStack


 Section 1, Lecture 11

Location Targeting:
Nur du weißt die Antwort dafür:

Historical data: CRM, boss / co-workers, google trends, intuition.

Was lohnt sich und was nicht? Bundeländer, Staaten, etc. Woher kommen langzeit Kunden? Welche sind lukrativ? Wohin verschicken wir unsere Produkte?

  • Großstädte sind am teuersten, allerdins haben auch die höchsten Volumen (also eher nicht auslassen)
  • Schau dir an, was deine Konkurrenten bieten mit dem Keyword Planer.
  • Wo WILLST du relevant sein?

Use geo-targeting to exclude competitor locations!
Lass 1 Meile um die Konkurrenz Orte/Adressen aus 

Compliance with regulations! Schau wo du wie werben darfst und wo nicht!

Location targeting:

  • Basic exclusions/inclusions
  • Advanced search: using the map or searching by Country, Region, City or Postal Code
  • Radius Targeting – between 1 and 500 miles
    Especially useful, of somethign happened locally and you either need to target this area (for eample high-water as a plumer) or exclude this area (an event taking place)
  • Location groups – using places of interes or demographic tiers
  • Bulk Locations – manually enter or paste in a list of locations



 Section 1, Lecture 12

Advanced Location selection:

  • Everything in blue is what you are targeting.
  • Everything in red is waht you are excluding.

Es ist besser Bundesländer/Staaten einzeln hinzu zu fügen, da man so einen genaueren überick hat und lokal reagieren kann. Wo werbe ich aggressiv, wo weniger? Wo macht es Sinn?

Location Groups (doesn’t show blue on map):

  • Demographics
    depending on the income: Top 10% Households, 11-20%, Lower 50%….
  • Places of interest
    Universities in UK, Airports, Central commercial areas


Section 1, Lecture 13

Location Options: Advanced –> Slides!

Option 1:

If you go broad, it could make sense to you.
Unless it makes sense for your business in particular, do not use this option

For example if you do car rental in Vegas and other people want to search for car rentals in Vegas, even if they are not in the country.

Option 2: (AdVentures Recommendation)

Only reaching the people in the target locations.
Good if you have a limited budget. But there are businesses better suited with Option 1.

Example: Travel Agents in California. Only shows to people in California.

Option 3:

Ads Show to people who show interest in the target location.
Either by searching for, viewing content about or having settings related to the targeted location.
Targeting opti0ns for specific use-cases. Not an option most businesses will use.
Targeting Setting for everyone searching for a service you provide in a certain local area.

For example: Concert Tickets – Target Location: New York
Search: NYC Concert Tickets /Manhattan Concerts –> Do show, no matter where you are.
Search: Concert Tickets –> Do not show, even if you are in New York


Write a Pro & Con for each of the 3 Target Settings for your site. Who will you be including, who will you be excluding with each of the settings.


Targeting Options for Exclusions:

  • Option 1: Exclude people n, searching for, or viewing pages about excluded locations:
    If you cannot service people in this Area./ don’t want to service people in this area.
  • Exclude people in my excluded location
    If you can service, don’t want to pay for this area (too expensive, etc.). But people interested in this area will we able to pay.





 Section 1, Lecture 14

Every single keyword is a different auction for advertisers. If you win the auction you get ou ad shown.


Manual bidding – Manual CPC:

Like a Real Auction. This is the most I am willing to pay for this keyword.
It is the Type of bidding recommended to begin with.

Automated bid strategies:

How much you pay is not really what matters to us. I’m more interested what the results from the clicks are: What revenue I get, what return of ads spend I get, if I take traffic from the competition.

Hardly use the Standard: Maximize clicks.



Section 1, Lecture 15


Each individual Bid strategy:

Manual, semi-autonomos & automatic.


  • Target Search Page Location:
    For Brand awareness, over clicks and conversions.
  • Target ROAS:
    Different Return Rates for Conversion and how much ADs do you want to spend on one new client (see video, quite complicated)
  • Target CPA: How much do you want to spend on a conversion in ads. (Recommended to try out)


Section 1, Lecture 16


  • Target Outranking Share: Outrank competitor. Can inflate Auction prizes. Applies to all keywords. Can be expensive…
  • Maximize Clicks: Default. Tries to get people to the site, not to let them do things.
    Scenario where this could work: You have a new keyword and you want to have more data. Feedback, product improvement, website improvement, etc.
  • Semi-Autonomous: Enhanced CPC (ECPC):
    Both tight control of individual keyword level bids and letting Google’s algorithms optimize CPC’s for the Keywords which lead to more conversions. Benefits from lots of Conversions (at least 10-15 Conversions a day).
    Makes A-B Testing with 50% of traffic. If the CPC Change gets better results it changes them, if not, not. (Best case to experiment with automation. Could be the one to use with MLM Keywords)




Section 1, Lecture 17

Manual CPC Bidding: Best place to start. Especially in new settings, to learn the landscape

How do you know what you default bit should be?

At first: You don’t know.

You can get estimates with the Google Keyword Planner or SpyFu.

Daily Budget can get sometimes a bit overcharged, which is because of the delay Google has between how much is spent and each of the new incoming clicks.


What Bidding Strategy makes the most sense for your business?
Come up with a Scenario ( a local disaster, a new competitor, a cut in the ads-budget) where you have to change the bidding strategy. Write down what that new bidding strategy would be and why you changed it.





 Section 1, Lecture 18

Delivery Method

SLIDES – Basic economic problem

Basic Economy Summary: The money you would have to spend to get all the possible clicks is waaay higher than avarage daily budgets. This means that you usually get only 1%-0,1% of the clicks.

Standard Delivery Option: (Google Recommended)

Same amout of impressions out throughout the day.


  • Easier to determine best hour-of-day shedules.
  • Ensure you have visibility throughout the day (not to be confused with more visibility)


  • Harder to see real potential of your keywords.

Accelerated Delivery Option: (AdVenture Recommended)

Best Way to get true volume and project how much more impressions there are available for your keywords.



  • Truer data … accurate impression share projections.
  • Helps you figure out appropiate budget


  • Potentially inaccurete click cost data
  • Potentially misleading competitive analysis.
  • May be missing out on ideal opportunities later in the day.

If your budget is fixed, start with standard. If your budget is flexible, start with accelerated.

To reap the full benefits you have to collect all the data and analyze it!




Section 1, Lecture 19

Ad extensions

Basically they anhance all your tech stats, make ads bigger, add informations for your customers.

If you are not using ad extensions you are at a severe disadvantage in the ad auction.

SLIDES- 3 Primary benefits of using ad extensions.

  1. More SERP Real Estate
    Advertises are competing with a lot of other options on the SERP..
  2. Offer the User More Options
    Sitelinks with descriptions, phone number, location, Also more product information!
  3. Increases Quality Score 
    (CTR accounts for about 60% of the Quality Score)

Basic Search Principle:
People come to Google because they have a Question that needs to be answererd. Or they have a need that needs to be fulfilled.


Sitelink Extensions:

  • Desktop: between 2-6, Mobile: Up to 4
    Pro tip: Use analytics to determine great sitelink ideas: Contact / FAQ / Ebook / etc …

Location Extensions:

  • Needs Google myBusiness Account
  • can include Business hours, Google+ reviews, hours and directions
  • Can be automated
    Pro tip: Use address filters at the campaign level based on your targeting settings




 Section 1, Lecture 20


Call Extensions:

  • On mobile devices it turns into a button
  • Can select to only show during business hours
  • easy phone call tracking using Google forwarding numbers
    • can be used to track different keywords, conversions based on call length (f.e. only detemine 3+ minute phone calls)
    • number will be recycled after 60 days.
    • have to make a decision what is important to you: always showing the same number or call tracking an analyzing data
  • call i spriced the same as a click on mobile
Pro tip: If also using location extensions, call extension number will take precedence


Review Extensions:

  • Quoted or paraphrased from an independent third party
  • Clicks to third party review site not charged as clicks
  • must be a review within th epast 12 month
  • No individual reviews or testimonials on your site
  • Must link to review … not your website. No press release reviews
Pro Tip: Very few advertiser taking advantege … real opportunity to stand out!


Callout Extensions:

  • Ad group or campaign level callouts
    (depended on keywords different, more specific callouts)
  • Highlight special offers and promotions
    (Free shipping, Black friday sales now)
  • Easy to edit, won’t reset ad statistics
  • 25 character limit. 4-8 Callouts.
    Recommended to create 8, Google will rotate them and show 4. See which ones perform better.
  • Customized callouts for mobile
  • Schedule specific callout extensions
Pro Tip: Use your ad copy for detailed benefits and features … callouts for promotions

Adcopy for the most important aspects, benefits.
Callouts for sales, promotions… For the cherry on top.


Structured Snipped Extensions:

(think of it as one individual menu item with dropdown.

  • Very similar to callouts, but structured with a parent category
  • Predefined list of “headers” you can choose from (Amenities, Brands, Courses, Destinations etc.)
    Must choose one of Google Headers
  • Up to two headers can show with one ad
  • Heps give potential visitos more contect and information about your products
Pro tip: Use structured snippets for practical product / service info, save callouts for benefits and promos




 Section 1, Lecture 21


Give (the Idea of) more options


No “call reporting” for austrian numbers


25 Characters. For The Emotional Part (Less features, more Promotions)




Section 1, Lecture 22

Ad Sheduling:

Destinciton between “Hard Sheduling” and “Soft Sheduling

Hard Sheduling:

Run only in the appointed time shedule. Don’t show ads outside those hours.

Soft Sheduling:

Create segments. Bid is some segments more aggressively. (for example in Business hours)

Bid in certain times of the day harder (adjust the bid by x%) and at others weaker. You have to create time schedules dividing the day into x parts, each of them could be adjusted.

Man kann für jeden Tag die Haupt-Business Hours auswählen und die Stunden wo Kunden sich am häufigsten Registrieren und dort am aggressivsten bieten.  Oder auch in Stunden wo die Konkurrenz nicht/weniger bietet versuchen Marktanteile zu erhalten.




Section 1, Lecture 23

Ad delivery and Rotation settings: SLIDES

Minimum 4 distinct ads in each Adgroup, sharing the same keywords.

4 Settings: 1 manual, 1 semi-autonomous, 2 autonomous


Optimize for clicks:

Based on historic data. Based on CTR.

Optimized for Conversions (can get good resulsts useful later on):

Looks what happens after the click. If you have 10-15 Conversions a day ou should set this up. Google predicts based on different factors the conversions, what ad has a higher chance of getting a conversion.

(Can bring some positive results, but does not have as big a significance as the bidding strategy does.)

Rotate Evenly:

Rotates Ads for a certain period of time. then optimizes.

Rotate indefinitely:

The manual option. Google does not optimize, you set everything for yourself.

Only recommended as long as you are watching the campaigns. As long as you regularly check which work and which don’t. Constantly write new ads and test them against the working ads.

  1. So set up 4 distinct Ads per Adgroup.
  2. Let the ads run for a set period of time.
  3. Compare results/KPI (Key Performance Indicators)
  4. Delete/Change Ads that didn’t work.
  5. Start a new cycle against the with the best results.




 Section 1, Lecture 24

Dynamic Search Ads:

Create Ads, Create Landing Pages, Create Keywords.
Usually only useful if you have no time to create. Only something for way down the road.

Campaign URL Options

If you use another Tracking option you should at least use Google analytics too.
Can be set up under this option. (In the tracking template)

Tracking templates can be set as low as the keyword level. The more specific the higher priority, overwriting the parent tracking template.


Udemy Course – The Ultimate Google Adwords Training Course

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