Paid Adverstising
101: Google Ads
And Facebook
Ads Demystified
By Startech Digital Institute
AN INTRODUCTION
What is Paid Advertising?
● Brief overview of digital advertising.
● How paid ads fit into an overall marketing strategy.
● Benefits of paid advertising.
Why Google Ads and Facebook Ads?
● Importance of these two platforms in online advertising.
● Market share, reach, and targeting potential.
Chapter 1: Understanding Google Ads
● What is Google Ads?
○ Google Ads platform overview.
○ Types of Google Ads: Search Ads, Display Ads, YouTube Ads, etc.
● How Google Ads Work
○ Google’s auction system: Ad Rank, bidding, and Quality Score.
○ Keywords: Research and selection.
○ Ad extensions and their importance.
● Setting Up Your First Google Ad Campaign
○ Step-by-step guide for account setup.
○ Choosing campaign objectives: Sales, leads, website traffic.
○ Writing compelling ads and using relevant keywords.
○ Budget and bid settings.
● Targeting Options in Google Ads
○ Keyword targeting vs. audience targeting.
○ Geo-targeting: Reaching local and global audiences.
○ Device targeting: Ads on mobile, desktop, and tablets.
● Google Ads Optimization Tips
○ How to analyze performance (CTR, CPC, etc.).
○ Using A/B testing for better results.
○ Improving Quality Score and lowering costs.
Chapter 2: Understanding Facebook Ads
● What is Facebook Ads?
○ Facebook Ads platform overview.
○ Types of Facebook Ads: Image, Video, Carousel, etc.
○ Instagram, Messenger, and Audience Network integration.
● How Facebook Ads Work
○ Facebook’s auction system: Ad Rank, bidding, and relevance score.
○ Custom audiences: Using data to reach the right people.
○ Ad formats and creative best practices.
● Setting Up Your First Facebook Ad Campaign
○ Step-by-step guide to creating your Facebook Ads account.
○ Defining campaign objectives: Awareness, consideration, conversions.
○ Audience targeting: Demographics, interests, behaviors.
○ Budget and scheduling: Daily vs. lifetime budget.
● Targeting Options in Facebook Ads
○ Audience segmentation: Lookalike audiences, custom audiences.
○ Retargeting: Showing ads to people who have interacted with your brand.
○ Interest-based targeting and behavior targeting.
● Facebook Ads Optimization Tips
○ Monitoring key performance metrics (CTR, CPA, ROAS).
○ Split testing for optimized ad creatives.
○ Scaling successful campaigns while controlling costs.
Chapter 3: Google Ads vs. Facebook Ads
● Key Differences Between Google Ads and Facebook Ads
○ Search intent vs. social intent.
○ Targeting options: Keyword targeting vs. interest-based targeting.
○ Audience types: Intent-driven vs. interest-driven users.
● When to Use Google Ads
○ Ideal scenarios for Google Ads (high-intent searches, local
businesses, etc.).
● When to Use Facebook Ads
○ Ideal scenarios for Facebook Ads (brand awareness, content
discovery, retargeting).
Chapter 4: Budgeting and Campaign Management
etting a Budget for Paid Advertising
s
● How much should you spend on Google Ads and Facebook Ads?
● Cost-per-click (CPC), cost-per-impression (CPM), cost-per-action (CPA).
● Balancing your budget between Google Ads and Facebook Ads.
Managing Multiple Campaigns
● Campaign structures: Campaigns, ad groups, and ads.
● Time management: When to pause, optimize, or scale a campaign.
● Budget allocation across different channels.
Tracking ROI and Performance
● Understanding key performance indicators (KPIs) like CTR, CPC, and ROAS.
● Using Google Analytics to track conversions from ads.
● Setting up Facebook Pixel for conversion tracking.
Chapter 5: Advanced Tips and Best Practices
● Google Ads Advanced Tips
○ Use of negative keywords.
○ Remarketing strategies in Google Ads.
○ Campaign segmentation and dynamic keyword insertion (DKI).
● Facebook Ads Advanced Tips
○ Advanced audience targeting: Layering multiple criteria.
○ Using Facebook’s automated tools: Campaign Budget Optimization (CBO).
○ Video ad strategies for engagement.
● Cross-Platform Strategies
○ Integrating Google Ads and Facebook Ads for holistic campaigns.
○ Leveraging both platforms to complement each other.
○ Using Google Analytics to measure cross-platform performance.
Chapter 6: Troubleshooting Common Issues
● Google Ads Issues
○ Low-quality score and how to improve it.
○ Ad disapprovals and troubleshooting.
○ What to do if your Google Ads campaigns aren't converting.
● Facebook Ads Issues
○ Low relevance score and ad performance problems.
○ Ad disapproval and how to avoid violations.
○ What to do if Facebook Ads campaigns aren’t converting.
Conclusion
● Wrapping It Up: Key Takeaways
○ A recap of the essentials for successful Google Ads and
Facebook Ads campaigns.
○ The importance of continuous testing, optimization, and
learning.
○ Future trends in paid advertising to watch out for.
Resources
Tools for Google Ads and Facebook Ads
● Keyword Research Tools: Google Keyword Planner, SEMrush, Ahrefs.
● Ad Design Tools: Canva, Adobe Spark.
● Analytics Tools: Google Analytics, Facebook Analytics.
Further Reading and Learning Resources
● Google Ads Help Center.
● Facebook Blueprint Courses.
● Blogs and forums for digital marketers
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