SEA - Google Ads
Updated
Google Ads is the ad platform to manage ads on the search result pages of Google and on the Google Display Network.
User management
Users are managed centrally by the Digital Marketing Excellence team to make sure the right people have access and.
If you need access as an SD Worx employee, you will need to link your SD Worx email address to a Google account. Find out here how to do this.
Structure Accounts/Campaigns/Ad Groups for SD Worx
Naming conventions Google Ads
Campaigns
[Search] [BENL] [All] [SME] [Learning]
- Type (search or display)
- Country code/Language
- Target audience
- Segment (optional)
- Name campaign
Ad Groups
keywords (start with capital letter)
Learn the basics and get certified via Google
Google offers free online training resources about the Google Ads platform. You can follow different types of trainings on the Google Skillshop.
The most relevant course to get started is the course 'Learn the fundamentals of Google Ads Search'.
If you would like to take it one step further, you can even get Google Ads Certified.
Google Ads Crash Course for SD Worx
We received a crash course about Google Ads via our partner Grava with a lot of valuable information and best practices.
- Recording SEA Training - Theory Part 1
- Recording SEA Training - Theory Part 2
- Recording SEA Training - Hands-on session (using Google Ads Editor)
- Watch presentation used in training here
Topics covered
Part 1
- Campaign/Ad Group/Keywords
- Single keyword Ad groups
- Keyword types
- Naming convention
- Labels on Ad group level: why and how?
- Search query mining and negatives
- Settings
- budget & budget management
- campaign type
- targeting (language, country)
- Ads + extensions
- Best practices
- Ad types ETA, RSA, DSA
- Tracking
- Attribution models
- Bid Strategies
- Auto applied ad suggestions
- Recommendations
- General introduction Display
- Keywords, audiences, retargeting
- Capping
