Search engine marketing and display advertising

[Music]
welcome to the section on how to
understand and apply search engine
marketing and display advertising
in this section you'll learn about
online paid advertising specifically ads
in search engines on websites and apps
i'll teach you how to advertise in the
google search engine results when
someone does a search related to a
product or service
we'll also teach you how to advertise on
other websites through something called
a display network as a digital marketer
or e-commerce analyst you're likely to
be involved with online advertising it's
a common task for the roles and an
important skill to have
i'll start this section by going over
search engine marketing or scm and why a
marketer would do it
scm based ads display when someone makes
a query in a search engine
then you'll learn specifically about
paid ads in google search using the
google ads platform
you'll get an overview of common google
ad formats then i'll teach you about the
process to create an ad in google ads
you'll learn about creating the ad
campaign bidding strategies and audience
targeting i'll also cover the different
types of keyword match types as well
then i'll introduce you to the add
auction which determines where an ad
appears in the search results and how
much you'll pay if a user clicks on your
ad
this is an important process that
happens for every search that includes a
google ad
we'll then wrap up the section with
details on how to create a great ad
then finally
we'll discuss display advertising these
are visual based ads typically placed on
sites across the web
i'll go in depth on a specific type of
display ad called responsive display ad
we'll discuss best practices for it and
how to create one
you know earlier i discussed my
experience with seo and how it helped
expand my to reach
and then years later i was launching a
new company i founded i needed a
strategy faster than seo to get my
business in the search results pages
search engine marketing ads came to the
rescue see for me
it was a game changer because in less
than 24 hours my company was on the top
of search results pages
search ads allowed me to get in front of
my target audience at the exact moment
they are looking for solutions for what
we offered
i'm excited to teach you more about
online paid advertising
are you ready to get started
great then meet me in the next video
[Music]
there are two main ways to get a
business found in search engine results
pages serps
search listings and paid ads
the paid portion of a placement on
search results pages is called search
engine marketing or
scm
search engine marketing is increasing a
product or services visibility on a
search engine results page through paid
advertising
as a digital marketer or e-commerce
analyst
you may be tasked with setting up
scm-based ads
you may also need to review the
performance of your ads to make
improvements to existing ads if you use
scm when a potential customer searches
for a product or service you provide you
know they may see an ad for your
business appear on the results page
typically
you're not charged for your ad to show
in search results but rather once the ad
is clicked
in this course we will primarily focus
on how to do search engine marketing on
google we can talk about the search
engine and its marketing with confidence
but you can also do sem on other search
engines as well marketers can also use
search engine marketing with specific
online e-commerce platforms where people
search for products on the e-commerce
site itself
they are called product-based search
engines
for the purposes of this video
we will discuss how sem works with
internet search engines this is the main
type of online ad you will likely use as
a digital marketer
now that you have a basic understanding
of how sem works let's talk about pay
models
when doing sem you typically pay when
someone clicks on your ad this is called
pay-per-click advertising or ppc
advertising
ppc is a type of advertising model that
allows businesses to only pay when
someone clicks on their ad besides
pay-per-click there are other types of
advertising pay models one example is to
pay by how many times someone sees an ad
also called impressions
that's why ppc advertising is desirable
for many marketers and businesses they
only pay when someone takes an action
and clicks on the ad
additionally ppc ensures google is
aligned with the advertiser
google is motivated to show the right
ads to users ones that will get clicked
on in order to get paid
compare the pay
model to a non-digital channel such as a
a magazine when you advertise in a
magazine you have to pay a large upfront
cost plus you can't really track the
actions a reader takes
an exciting part of digital marketing is
being able to optimize an ad based on
user actions
it opens up the possibility to better
serve your potential customers once you
decide to place an sem-based ad
where does it appear
typically sem ads appear at the top
and bottom of google serps where and
when an ad appears depends on what type
it is for example some sem ads are
shopping ads they may display at the top
of the search results page for a
product-based google search or
across other google online properties
such as the shopping tab
local search ads may display when
someone searches for a business product
or service locally
it's possible that no ads appear on a
search results page
now imagine your marketer
like why would you choose to do sem as
part of a digital marketing strategy
what are its advantages well
here are a few
one advantage is that you can reach
customers who are likely to buy from
your company
sem allows you to have a website app or
product show in the serps when someone
types into certain searches
for example
if you have a plumbing business in
phoenix arizona and a potential customer
searches for plumber in phoenix arizona
it's likely they will be interested in
your business
a second advantage of sem is quickly
appearing in the search results pages
if a website hasn't built up enough
authority or reputation to receive
traffic for certain search terms in the
search listings
sem may be beneficial to help with
additional visibility difficulty
appearing in search results can be
particularly true for a new website
while a new website can appear in search
results fairly quickly it can take time
to build its authority and reputation
for competitive search terms
another advantage
is that you'll learn which of your ads
are driving sales
if you're launching a new business
website it's likely you aren't receiving
many website visitors that means you
aren't recording much analytics data
that can make it difficult to determine
if customers are connecting with certain
web pages more than others or measuring
whether certain pages are converting at
a higher rate
using sem you can drive traffic to
specific web pages on your website to
collect data
that allows you to determine which
content is performing well and which can
be improved
a fourth advantage of sem is control
over where you send the searchers
just because a web page ranks high in
the search listings for a given keyword
that doesn't mean it's the best page for
conversion
sem gives you the control over which
page shows in search engine for a given
search for example in a plumbing
business potential customers are
searching for leaking water heater
repair
your homepage rank in the search
listings in google for this search
however you will like a page with a lead
form or a number to call
for a leaking water heater repairs with
sem you can tailor your messaging and
use this more direct landing page for
searches containing keywords related to
leaking water heaters or water heater
repair
as a reminder
a landing page is any web page where a
visitor enters a website typically the
landing page should directly address the
problem the potential customer is trying
to solve
see as a digital marketer or e-commerce
analyst you may be tasked with setting
up scm ads you may also need to review
the ad analytics to make improvements to
existing ads
similar search engine optimization
search engine marketing can be one of
the more complex skills you will learn
as a beginning digital marketer but
don't worry
we're going to teach you some of the
basics
and by the end of this course you will
have a great working knowledge of sem
and google ads
[Music]
you may be wondering what are these ad
formats for google ads even look like
and when should you use them
in this video you'll learn about several
different types of google ads
over the years the types of ads that
display in google search have evolved
the ultimate goal is to show ads that
fulfill a searcher's need
and you as the digital marketer will use
these ads to fulfill the needs of your
potential customers as well let's go
over some different types of ads you
will encounter in the serps
text ads
are classic ads with a title that is a
link
following the title is a short
description
the description should appeal to the
searcher and help them understand what
they will find if they click on the
webpage
shopping ads are specifically for
e-commerce businesses they show products
related to this search often
products from several different
companies have shopping ads displayed
this type of ad differs from text ads
because a photo of the product shows
in the serps
local services ads are specifically for
businesses with local service-based
customers for example locksmiths
plumbers electricians and real estate
agents
to use a local services ad the business
has to be screened by google this means
someone from google has confirmed
it's a legitimate business
the screening gives a business
additional credibility with potential
customers google maps ads are for local
businesses as well however unlike local
services ads they can be for local
product based businesses
for example a google maps ad may work
well for a restaurant a julie store or a
fitness gym
call ads are only for mobile searches
and become popular as a result of more
people using their phones rather than
their computers to search for products
and services
call ads allow potential customers to
click on the business to immediately
make a phone call
for several google ad types there are
several options for what is called an ad
extension
an ad extension features additional
information about a business such as
additional website links a phone number
or an address
there are several ad extensions here are
a few you should know about
site link extensions include additional
website links that may be helpful to the
searcher
this type of extension appeared in our
early text ad example
call extensions make it possible to call
a business by clicking on its ad
another ad extension is the location
extension this extension enables
customers to find a local business and
pull it up on google maps
a fourth is the price extension which is
specifically for e-commerce businesses
it lists a specific product and its
price
when a potential customer clicks on the
link they are taken directly to the
product page
a fifth ad extension is the structured
snippets extension this information
highlights specific aspects of your
products and services examples of
available headers include services
brands amenities types and
styles in addition to the traditional
search engine platforms some digital
marketers also consider youtube a search
engine platform
you may find that your potential
customers use the platform to solve
their problems in that case you may want
to advertise there a benefit of youtube
platform is that it can reach potential
customers as they are researching a
product or service often they are in the
consideration phase of the marketing
funnel
for example a car dealership can
advertise to potential customers
as they're watching car reviews
search engine marketing is an ever
evolving advertising opportunity
as google learns more about how to best
serve searchers
the different ad types and extensions
evolve as well
as a marketer or e-commerce analyst it's
important to know the type of online
advertising opportunities available
[Music]
as we've discussed there are lots of
different types of google ad formats
from search ads to sharpen and video ads
regardless of the ad format there are
certain steps you'll likely take when
creating any google ad
you'll learn about those steps in this
video your first step is to define your
campaign goal
your goal is
what do you want to achieve with the ad
do you want to make more sales get more
leads increase website traffic or
encourage people to visit your store
the goal you choose will inform other
campaign options for example imagine
your goal is to increase website traffic
you'll likely want to select a type of
bidding like maximize clicks
this will put your money also called
your ad spend towards getting people to
click on the ad you may also encounter
the word objective instead of goal such
as define your campaign objective
for google ads these words mean
essentially the same thing remember your
goal or objective is what you want to
ultimately achieve with this ad
the next step is to choose your ad
campaign type
this determines where your ads will show
and what they will look like
the word campaign has a specific meaning
in google ads
campaigns are ads that share a budget
location targeting in other settings
campaigns are often used to organize
categories of products and services you
offer
your google ads account can have
numerous campaigns operating at one time
so your second step is to choose the
campaign for your type of ad such as
search shopping local or video
depending on which campaign you choose
your ads will appear in different
locations
for example a search ad will appear in
the serps and a video ad will appear in
youtube
a local ad can also be in google maps
websites and youtube
your third step is to set a budget for
your campaign
this budget sets the maximum you will
spend
now you can change it at any time you
will set a daily average budget that
specifies how much you want to spend
each day over the course of one month
google ads will automatically optimize
your campaign spend over days of the
month when you're more likely to get
clicks and conversions based on your bid
strategy for example on days when search
traffic is higher
this means that on some days you might
not reach your daily budget while on
others might exceed it however you will
never exceed your monthly spending limit
the fourth step is to choose your
bidding strategy
if you select a campaign goal you'll see
a recommended bidding strategy
google ads allow you to choose your
bidding strategy to ensure that your
campaign is designed to meet your
specific goal
for example
you might choose to focus your bidding
on conversions
you can also select an automated bidding
strategy
many automated strategies use machine
learning to improve ad performance
for google ads think of machine learning
as a set of software instructions that
try to help the ad achieve its goal
an automated bidding strategy takes a
challenge and guesswork out of setting
bids to meet your performance goals
in an automating bidding strategy google
ads sets bids for your ads based on the
ads likelihood
to result in a conversion or a sale
the machine learning software and
automated bidding strategies learn as
they go
as the ads get served to more people the
bid performance informs future bidding
amounts
the next step is to select your audience
targeting
targeting helps define how narrow or
broad your audience targeting will be
which is deciding who you would like to
see your ads
with no targeting your ads will have the
widest reach
narrowing the targeting of your ads lets
you reach the specific customers who are
interested in what you have to offer
remember your customer personas now is
the time to put them into use
common forms of targeting in google ads
include keywords
audiences locations topics and devices
while you can use the google ads tool to
get ideas for targeting typically you're
planning to determine these options
before creating an ad
playing ahead of time avoids making
mistakes in the ad creation process
the sixth step is to actually just
create your ad the primary text ad
format is responsive search ads and
they're composed of several headlines
descriptions and a landing page url
the engines then automatically test
different combinations to determine
which performs best don't forget
creating your ad is only one part of
converting a potential customer
your landing page needs to deliver what
the potential customer expects
to see when they click on your ad now if
they click on an ad and are confused by
the landing page you may lose that
potential customer
the seventh step is to set up your
conversions
to know if the ad is successful you must
learn if the potential customers are
turning into paying customers
conversion tracking can help track the
actions that you want customers to take
on your website
by tracking this data you'll be able to
assess the effectiveness of your ads
targeting and overall campaigns
one way to track convergence is through
a tool called google analytics to track
conversions you'll connect google
analytics directly to your google ads
account
you'll learn more about google analytics
in a course later in the program
now before setting up any conversions
you need to provide users with clear and
comprehensive information about any data
you are collecting about them
you also need to get their consent to
collect any data
typically this consent is gained through
a website pop-up and agreement button so
the next time you see a pop-up about
collecting any information also referred
to as the cookie consent bar
please read it you may need to use
something similar if you're tracking
conversions for a website
that's a lot of steps to create a google
ad
now when you start to create an ad it
may feel a little overwhelming at first
that's okay
but once you learn the platform and
create a few ads you'll understand the
process and feel much more comfortable
stick with it
[Music]
when doing search engine marketing
keywords are a foundational component
you should be advertising to the right
type of potential customers in order to
not miss out on any relevant traffic
this starts with accurate keyword
research
remember keywords are simply the type of
words or phrases potential customers are
typing into google search
now when choosing keywords for google
ads you don't have to enter every type
of keyword exactly instead
you can use keyword match types keyword
match types dictate how closely the
keyword needs to match with the user's
query
in order for the ad to show
there are three options
broad match
phrase match and exact match
broad match will show your ads on
phrases that relate to your keyword
they may not include the keyword itself
for example the phrases low carb diet
plan may also appear in searches for
carb free foods low carb diets or low
calorie recipes
to deliver relevant matches
broad match may also take into account
the user's recent search activity and
the content of the landing page
yes the google ads algorithm reviews the
ads landing page to better understand
the ad itself the landing page is
crucial to success with google ads
for broad match types it's best practice
to pair it with an automated bidding
strategy
the second keyword match type is phrase
match these are keywords that include
the meaning of your keyword
phrase match is more flexible than exact
match but it's more targeted than broad
match for example
if the keyword is
10 shoes
the admin show searches for shoes for
tennis buy tennis shoes on sale or red
tennis shoes
the ad wouldn't show for searches such
as tennis rackets or training shoes or
can you wear running shoes for tennis
the third type is exact match these ads
may show on searches that have the same
meaning or same intent as a keyword
of the three keyword matching options
exact match gives you the most control
over he sees your ad
for example the keyword shoes for men
may show on searches for shoes men
men's shoes or
menshu
the ad wouldn't show for men's tennis
shoes or shoes for boys understand how
that's very focused
see all match types are able to match to
close variants of the keyword such as
plurals misspellings synonyms and
reordered words
that means there is usually no need to
build long exhaustive keyword lists that
include all of these variations in your
campaigns
when determining keywords for your
google ads you should also consider
negative keywords when you add negative
keywords you exclude search terms from
your ad campaigns
it helps avoid relevant searches that
you know won't perform well
google ad focuses on keywords that
increase your account performance you
can use negative keywords for any of the
matching options discussed earlier in
the video
let's cover one example for broad match
keywords with this match type your ad
may still show if this search contains
some of your keyword terms
but it's important to note that unlike
positive keywords negative keywords
won't match to close variants for
example let's imagine
running shoes is a negative broad match
keyword the ad may show for blue tennis
shoes or running shoes but it won't show
for blue running shoes or shoes running
or running shoes
now why are we covering all this
information about keywords
it's very important that your keywords
match for content of your ads and the
landing page for something called the
add auction the ad auction is how google
determines which ads show in what order
for each search results that contain
text ads where your ads show on a
particular search is called ad rank
which is a value google uses to
determine your ads position
there are three main factors that
determine ad rank the first is your bid
the bid is how much you're willing to
pay each time a potential customer
clicks on the ad
the more you're willing to pay the
higher it may show in the serps the
second factor is the quality of your ads
and landing page with each auction
google assesses the relevance of your
ads and landing page to the user's query
as well as a likelihood a user will
click your ad
a diagnostic tool called quality score
is your google ads account can help you
identify areas for improving
ad quality
quality score is shown on a scale of 1
to 10.
this score acts as a guide for improving
your ad effectiveness and is not used in
the auction
the third factor that determines ad rank
are ad extensions this is the additional
information you provide in the google ad
such as a phone number or additional
links to your website
you should use all ad extensions that
are relevant to your business
together these three factors help
determine when and if your ad will
appear to potential customers
it's important to note that there are
other ad rank factors as well including
context of the search and other results
on the page so as you can understand
it's crucial to align your ads with the
right keywords and if you don't your ads
may show to the wrong type of searchers
and this may affect your added rank
with closely matching keywords the right
bid a quality ad and a helpful landing
page will be much more likely to get
your ad
at the top of a google search
[Music]
let's cover some of the best practices
to create an effective search ad
in addition to encouraging potential
customers to click on your ad
why would you want an effective ad
an effective ad can appear higher in
search results pages and generate more
clicks and more conversions sometimes
even at a lower cost per click than your
competitors
here are several best practices to
consider
when creating your google ad for search
craft your messaging to focus on user
needs and benefits
this indicates value to a searcher
they're more likely to respond to ads
that include concepts important to them
think about what the searcher wants from
your ad is it reliability and
trustworthiness
you may want to use language such as
official site or do they want a wide
selection of products you may want to
include view our inventory
this is a great time to put those
customer personas to use
review the persona's goal and consider
adding them to your ad
another best practice is to include at
least one of the keywords in your ad
group in your headlines
remember the headline is the clickable
link at the top of your ad
the description is below the headline
google will automatically test
combinations of headlines and
descriptions so be sure any combination
will read well
it's important to include text from
keywords because that's what potential
customers are thinking about
if you add connects with what they're
searching for they'd be more likely to
click on it also there are
a couple of advanced tools that place
the keyword in the headline and certain
customizations for automatically
tailoring ad copy
you'll learn these advanced techniques
as you grow your knowledge with google
ads a third best practice is to avoid
generic sales language phrases like
callers today create a false sense of
urgency
keep the user benefit in mind
if there really isn't a benefit to the
user well why would they even call today
non-specific or generic calls to action
such as sign up today or book today
often show decreased engagement with ads
instead of generic sales language use
specific and relatable calls to action
imagine you're writing copy for a
property management company instead of
writing book now in the ad right
book your dream vacation rental
this is more specific and relates more
closely to what the potential customer
desires another best practice is to
implement all ad extensions that make
sense
ad extensions provide additional
information about the business they are
designed to make search ads more
appealing by showing helpful information
including ad extensions can also make
ads more prominent on the results page
extensions such as location call or app
install improve the experience for
mobile users as well
it's an easy way to separate the ad from
competitors
multiple extensions can show with your
ads so enable everything that makes
sense for your business and when
possible try to enable at least four
google ads determines the best
combination of extensions on an auction
by auction basis a fifth best practice
is to optimize your landing page
the ad and landing page work together to
provide a great user experience
you should compare your keywords to the
copy on the landing page and its overall
user experience
the exact keywords don't need to be on
the landing page but the relevancy
should be clear right away like ask
yourself questions such as
how useful is a landing page to someone
who clicks on the ad
is the page well organized does the text
relate to someone's search terms is the
landing page clear in its directions you
should also make your landing page
reliable
ensure it loads as quickly as possible
if page loads takes too long
users may get frustrated and leave the
page
this indicates to google that the ad and
page may not be the best option
i just want to say nice work i mean you
just learned some useful best practices
for creating a google ad for search
think of creating google ads as an
experiment
you'll follow the best practices above
and create different ads
you'll receive feedback and results then
you'll tweak the copy of lower
performing ads now this is all in an
effort to deliver the best ads and
landing page to your potential customers
the more you practice
the better your ads will become
[Music]
we already discussed scm in getting ads
placed in google search
another popular online advertising
option is placing ads on other online
properties such as a website or app
that are not search engines for example
if you sold children's furniture you may
want to get an ad for your products on a
website about furniture trends
the marketing term for this type of ad
placement is display advertising
think of display advertising as visual
ad formats placed on websites or
applications
let's imagine you're a digital marketer
for an e-commerce company you like to
get your products advertising websites
with visitors who have similar interests
as your customers you can spend the time
to contact websites and ask if they
could put your ad on their website
but that would be a lot of work
or
you could sign up for a display
advertising network such as google
display network the google display
network is a group of more than two
million websites videos and apps where
display ads can appear
the network reaches over ninety percent
of internet users worldwide now within
this network you could use targeting to
show your ads in particular context
such as outdoor lifestyles or a specific
website
or the ad could show for particular
audiences such as young moms or people
shopping for new sedans
or
can also include searcher locations and
remarketing to previous website visitors
as well
with display advertising getting your ad
in front of the right people is crucial
unlike search ads the people who
encounter a display ad are not directly
searching for your product or service
they're just merely seeing your ad
to increase the likelihood of a desired
action like a sign up or a purchase you
must deliver your ad to your likely
customer generally speaking
there are two types of google display
ads
uploaded and responsive with uploaded
ads you will have to create the ad
graphic meet the required specifications
and then upload the ad
there are several ad sizes to choose
from such as banner leaderboard and
skyscraper
marketers choose to create custom ads
like this if they have a specific vision
for their ad design they also need the
design resources and the time to create
the ad with responsive display ads you
upload the content such as images
headlines logos videos and descriptions
google ads will automatically generate
ad combinations
these ad combinations are for websites
apps youtube and gmail while there's
less control over what the ad looks like
some people prefer this responsive ad
because it's easier they don't have to
create ad graphics based on different ad
sizes google ad does all the work
here are a few more benefits of
responsive display ads
one benefit is that you get to use
google ads software to optimize your ads
the software uses the best combination
of ad content such as the images the
headlines and logos to deliver the best
performing ads to potential customers
the thing is you don't need to test any
of the combinations google ads does it
automatically
another benefit is that your ads have a
broader reach this means that your ads
reach more customers
some websites only support certain type
of ad sizes so if you're uploading ads
manually and you don't upload the
specific ad size your ad won't display
on that website
when you use responsive display ads
google will adjust the ad size
appearance and format to fit just about
any ad space available
a third benefit of responsive display
ads is that you can use them with videos
adding videos will maximize your reach
on the display network
if you upload a video google will then
test the video against the photos you
upload
if the video delivers a better
performance when possible it will show
instead of the photos
a fourth benefit is that it will save
you time
with responsive display ads you can
reduce the time spent on managing a
complicated ad portfolio with a bunch of
different types of ads google ads takes
care of that
you can dedicate more time to
performance improvement
as you can understand compared to search
advertising display advertising is much
more visual it can be difficult to
design ads than manage them in google
ads however responsive display ads
can make your job more simple
that may be important if you have a new
role as a digital marketer or e-commerce
analyst
[Music]
in this video we're going to cover
responsive display ad best practices
which are the most popular type of
display ad
follow these best practices to reach
more customers and drive
first we'll review creative best
practices and then tips specifically for
images let's start with the creative
best practices
the first is to upload the recommended
number of assets remember assets
are the content of the ad such as the
headline image description logo and
business name to drive the best results
google recommends five headlines five
images and five descriptions on average
advertisers have 10 percent more
conversions when using multiple
headlines images and descriptions with
responsive display ads
another best practice is to create
unique and effective copy
your headline should demonstrate your
brand or product's value it needs to be
interesting and useful to customers
write the headline so it's clear and
effective without the support of a
description
the description should complement the
headline use a description to explain
the product or services value clearly to
your potential customers
a third best practice is to ensure the
landing page keeps the customer
experience cohesive
we've covered the landing page in a
previous video for scm but it still
applies for display ads
the messaging on the landing page should
match the messaging on the ad
now if the experience from the ad to the
landing page is confusing the potential
customer may just go back to what
they're doing before clicking on your ad
so make it clear as possible what the
next desired action should be and how
they can take it
a fourth best practice is to rotate in
new display ads every few weeks
improving ads is a trial and error
process so swap out lower performing
creative assets for new ones
see even great banners can become less
effective over time
rotating in new ads prevents potential
customers from developing ad fatigue now
ad fatigue happens when your audience
encounters your ads so often they become
bored and stop paying attention
avoid the fatigue by rotating in new ads
the images you upload to your responsive
display ad are the most crucial element
of the ad they help customers understand
the business products and brand here are
some tips when choosing images for your
display ad
use images with a strong visual focus
images that support the main point of
your ads tend to perform the best
if you don't have quality images or are
having difficulty adhering to the images
policy consider using an image from
google's library of stock images these
images are at no cost to use for your
ads
to ensure the ad has strong visual focus
don't overlay a logo text or button
adding a logo will become repetitive in
certain ad formats
you also shouldn't include text in the
image
text can be unreadable in certain
smaller ad formats additionally buttons
such as book now or download may seem
like an effective call to action
but they may violate google's ad policy
so avoid these as well
if you're advertising a product a third
image tip is to make the product the
focus of the image
blank space should not take up more than
eighty percent of the image
keep this in mind if you're doing a
photo shoot with products
a fourth tip is to make sure the setting
of the background suits the product for
example you don't want to create a fake
background for an image such as putting
a product in outer space well unless of
course it's actually in space instead
use images at a physical setting with
natural lighting and shadows
when using images and google ads there
are quite a few policies and
recommendations
but once you learn it then you know it
as a new digital marketer and e-commerce
analyst
responsive display ads are a great
advertising tool you get to utilize
advanced software to make effective and
high-performing ads
google released this technology in 2016.
it hasn't been around for that long
if needed for your job
please take advantage of it
congratulations on finishing this video
from the google digital marketing and
e-commerce certificate
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