Google Advertising

Read here what Google Ads is. And get insights into which parts of Google Ads are best for you and your business.

For web shops and lead generation.

For web shops and lead generation.

For all online businesses.

Primarily for webshops.

Branding for all types of businesses.

Google Ads Search Ads

Get to the top of Google searches with Google advertising and be guaranteed relevant clicks from potential customers.

For you who…

Google Search FAQ

For you who want to be at the top of Google when your customers search for your services and products.

A Google Ads text ad consists of a headline, a description, a link and some extensions, such as a phone number. You can recognize them by the fact that it says “ad” in front of the link. These text ads appear above the organic search results, among others.

Read more here about Goolge Ads text ads.

When you create a text ad in Google Ads, you need to choose some keywords that your ads will be found on. That is, something that is searched for in Google. That way, you can match your ads with Google searches.

Read more here about Goolge Ads keywords.

You can enter four different types of keywords in Google Ads.

  1. Exact keywords: You will only be matched on searches that are exactly like this keyword, or close to it. Example: [sko] is matched on shoes, the shoes etc.
  2. Phrase keywords: You will only be matched on searches that contain your keyword(s) and other keywords before or after your keyword. Example: “shoes” is matched on red shoes, shoes red etc.
  3. Broad match: you are matched on searches that have relevance, in Google’s eyes, to your keyword. Example: shoes are matched on footwear, indoor footwear etc.

Read more here about keyword matching.

You can enter keywords that you do not want to be matched for. This is called negative keywords. For example, if you have an ad targeting shoes but you don’t want to sell to children, you can include keywords like “children’s shoes” “shoes children” etc. as negative keywords. Remember to also include keyword matching around your negative keywords.

Read more here about negative keywords.

Search terms are what people search for in Google. These search terms relate to the keywords you’ve chosen, and so your ads are shown to those users. Look under the search terms menu in Google Ads to see which search terms you want to include as negative keywords, and which search terms you want to include in your keywords if you don’t already have them.

Read more here about search terms on Google.

Once you’ve selected a keyword, Google gives that keyword a quality score. This result consists of the following three factors:

  1. Expected click-through rate: How likely your selected keyword is to appear, with an ad, against the specific search terms people are searching for in Google.
  2. Ad relevance: how relevant is your ad (headline, description, extensions, etc.) to the search in question?
  3. Landing page experience: how relevant is the landing page the user lands on after clicking on your ad to what they were searching for?

Your keywords are rated on all three factors, with a score from 1 to 10. 1 is the worst and 10 is the best.

Read more here about quality results in Google Ads.

A responsive search ad is an ad that appears on the search network alongside regular text ads. This ad type also displays up to three headlines, up to two descriptions and a URL, but you can add up to 15 headlines and four descriptions in a responsive search ad.

Once you’ve added all your headings and descriptions, Google automatically selects different combinations of headings and descriptions to show to different users to test which combinations work best.

Read more here about responsive search ads.

A call extension is an addition to your ad that displays a phone number. When someone presses the extension, they call a phone number that you have specified. However, to track this click, the number is first redirected to a Google call forwarding number.

Read more here about call extender.

Your ad can also include an extension that can contain up to four sub-page links that link directly from the ad to specific sub-pages on your website.

Read more here about extensions with subpage links.

You can also use extensions that add extra information to your ads. For example, it can be info like “free shipping”, “24-hour customer service”, etc. You can add up to headings to your info extensions.

Read more here about info expansions.

It is also possible to add specific aspects of your products and services to your ads with this type of extension. First you select a type of information, for example tags, and then you add the relevant information. Up to two of these headlines can appear with your ads on desktop and a maximum of one on mobile.

Read more here about extensions with website info.

It’s also possible to add specific audiences to your search campaigns. For example, it could be targeting people who have visited your site but not bought. Or it may be audiences that are predetermined by Google. You can then bid against users on these listings when they search for your ads. If a person has visited your site before but has not purchased, he/she has shown interest in your products/services, and thus you will want to pay more for your ad to appear at the top of the search results when this person searches for keywords that you have included in your campaign.

Read more here about audiences in Google Ads.

When you create your search campaign in Google Ads, you need to choose what kind of geo-targeting you want. In other words, in which geographical area should your ads be displayed? You can either select areas/cities by name or select a radius you want to advertise within.

Read more here about geo-targeting in Google Ads.

When you create a search campaign in Google Ads, you also have the option to select which demographic parameters you want to adjust when your ads are displayed. In short, you have the option to target specific demographics or exclude them altogether if you wish.

Google Ads has these demographic targets:

  • Gender
  • Age
  • Parental status

There is also a category called “unknown”, and this category refers to people who cannot be grouped by the above targeting because Google does not have that knowledge.

Read more here about demographic targeting in Google Ads.

Google Display Ads

Display unique banner ads on relevant websites to increase awareness of your products and your business.

For you who…

Google Display FAQ

Display advertising is for you who want to show your products to potential customers. And place banners on pages where your customers are.

Especially when it comes to the Display Network, but also on the Search Network, you have the choice between targeting and observation when selecting different audiences for your campaigns.

Targeting means that you only target your ads to a specific audience, or if you only want to target your banner ads to specific locations on the web. Targeting is mainly used on the Display Network because you want to limit the display of your ads to specific audiences, locations, etc.

Observation means that you keep an eye on how your ads are performing with the selected target group. For example, if you have a search ad and have set a target group as an observation, you can see if the people in that target group click or convert more than other people outside the target group. You can now use this information to bid against users on this list.

Read more here about targeting and observation on Google Ads.

Not only on the Display Network, but also on Google Shopping, the Search Network and Youtube, you can use Google Ads’ many different audiences. But it’s on the Display Network in particular that audiences have a lot to say.

One of these target groups is the interest-based target groups. These are groups of people that Google has identified as users who have an “interest” in a particular topic. This could be “gardening”, for example. So, if you have a business related to gardening, you can target your display ads to this type of person because they have an interest in what you are selling.

If you can’t find the right interest-based audience for your business, you can create your own.

Read more here about interest-based audiences (Affinity Audiences).

Google has also created some audiences called in market audiences. These are people that Google has identified as being “in the market” for a particular product, service, etc. Thus, this type of target group is further down the purchase funnel and closer to a purchase than people in the interest-based target groups.

Read more here about in the target market.

You also have the option to create your own target groups. These are called customised target groups with a search approach.

You create these audiences based on keywords and urls that address topics that the users you want to target are interested in. You CANNOT target banner ads specifically to these URLs, but it is the content on these audiences that you are targeting.

Likewise, it’s not keywords that people search for in Google that you’re targeting in these audiences. It is keywords related to these topics that you target.

On Youtube, you can also use custom audiences with search targeting, where you can add keywords to your audience that people actually search for when they search for content on Google.

Read more here about adapted target groups with a search approach.

Similar audiences are people who are similar to the people you have on your remarketing lists. That is, people who Google considers to be users similar or “like” those who have visited your site.

Read more here about similar audiences in Google Ads.

Remarketing can also be translated as “remarketing”. These are people who have visited your site. If these people have not bought anything on your site, you want to market your messages, for example on the Display Network, again to these users.

There are many ways to set up your remarketing lists, but the most common way is through Google Analytics. Contact us if you want help building remarketing lists.

Read more here about remarketing in Google Ads.

You can also match your customers from other information sources to people using the Google network – both the search network, display, Youtube, shopping and Gmail.

For example, it could be an email list of users that you want to advertise to again, but only through Google Ads. What you do, in short, is upload your list, for example with email, to Google Ads, and then Google matches your list with the same users who are inside the Google Ads system.

However, there are some requirements associated with the use of these lists. Contact us if you would like to get started with customer match and we can see if this option is open to you or not.

Read more here about customer match.

Once you have your targeting in place for your Display Campaign, you’re ready to create your ads. One automated way to do this is through Google Ads’ responsive display ads.

You upload some photos, videos and a logo for an ad. Next, write headlines, descriptions and call-to-actions. And finally, add a url to which you want traffic to be directed.

Once all that’s set up and you’ve launched your campaign, Google automatically rotates your images, headlines and descriptions so that they appear – in different formats – around the Display Network. Remember to keep track of which combinations work best, so you can optimise your ads as you get more data.

Read more here about responsive display ads.

You can also create your own banner ads, for example in Photoshop, which you can use for your marketing on the Display Network on Google. This allows you to decide on the colour, design, message, etc.

But remember to choose the right formats. Read more about the different formats here.

Read more here about uploaded display ads.

If you have a webshop and want to advertise your products on the Display Network, you can use ads for dynamic remarketing. These are ads that dynamically display your products to users who have visited your shop to view your products.

If you have set up your dynamic tracking correctly, you can use this form of advertising. You can display the exact product a user has looked at through ads on the Display Network. By doing so, you encourage this user to purchase that product if they have not yet purchased it.

Read more here about ads for dynamic remarketing.

The Display Network also allows you to target specific topics. The way this targeting works is that Google has selected certain websites, apps and videos that deal with certain topics. You can target your ads to these collections of topic-related sites on the Display Network.

Read more here about targeting of topics on the Display Network.

After you have selected the targeting of your display ad(s), you can see after some time which rankings your ads are shown on. This includes websites, apps and banner ads on Youtube. This allows you to, for example, exclude some locations that you don’t want your ads to appear on.

Read more about excluding locations here.

Read more here about locations on the Display Network.

You can also target your ads to specific devices. On Google Ads, you can target the following devices:

  • Computers (desktop)
  • Mobile devices
  • Tablets
  • TV screens (smart TV) – this only applies to ads on the Display Network and Youtube

Read more here about unit targeting on Google Ads.

If you find display advertising too complicated, you can also leave all the targeting to Google by creating a smart display campaign. Remember, though, that you’re leaving the work to the machine, and the more data you have, the better the machine will work. That’s why it’s important to have enough conversions in your account before you embark on a smart display campaign. Contact us if you think this type of campaign sounds like something for you.

Read more here about smart-display campaigns.

Google
My Business

Register your business with Google My Business and become visible to your customers on Google’s network.

For you who…

Google My Business FAQ

Google My Business is especially good to set up for local businesses, so customers can see opening hours, address, reviews, etc. on Google’s search network.

Get your business featured on Google when someone searches for your name. For example, you can view your phone number, address, opening hours, reviews, etc.

Read more here about Google My Business.

It’s free to create a Google My Business account.

Read more here about Google My Business.

No, you can also create a Google My Business profile, you just have an online business.

Read more here about Google My Business and other frequently asked questions.

When you create a profile, you must confirm that you own it. You can do this either by text, phone or by having a postcard sent to you by Google.

Read more here about Google My Business and other frequently asked questions.

Yes, once you have a Google My Business profile, you can also create an email address with your business name.

Read more here about Google My Business and other frequently asked questions.

Google Shopping
& Performance Max

Show your products directly in Google searches and target your customer segment.

For you who…

Google Shopping
& Performance Max FAQ

Google shopping and Performance Max are for those who have a webshop and want to select products online on the Google network.

A shopping ad on Google consists of a product image, a headline, a price, the name of the store, a url and other elements such as offer price and reviews.

These ads may appear in the following locations:

  • Shopping tab in Google Search (in selected countries)
  • Google Search, next to search results (separate from text ads) and Google Images
  • Google search partner websites (if your campaign is set to include search partners)
  • The Google Display Network, which includes YouTube, Gmail and Google Discover

Read more here about Google Shopping Ads.

In short, a Google Shopping feed is just an excel sheet. An excel sheet that contains all your products that you have in your webshop. And next to each product, there is certain information that Google needs to create shopping ads based on. This includes info such as price, image, headline, description, etc.

Read more here about Google Shopping feeds.

Google Merchant Center is a Google platform that you need to use if you want to advertise on the Google Ads Shopping Network. It is on this platform that you upload your Google Shopping feed and prepare it to be imported into the Google Ads platform itself.

Read more here about Google Merchant Center.

Once you’ve imported your feed from your shop into Google Merchant Center, you can set up some rules so that your shopping ads get relevant information and/or perform better. There are several different rules that are good to set up, but it also depends on the quality of your feed. Contact us if you want to know more about this.

Read more here about rules in Google Merchant Center.

Once you’ve set up your Google Shopping rules, you can test whether they’re working correctly. You do this when you have set up the rule. It’s good to do to make sure the rule is working as it should. But remember that it may take some time for the test to be completed.

Read more here about testing rules in Google Merchant Center.

As part of your Google Shopping feed, your product categories from your shop are also transferred to the Google Merchant Center. These categories are important to have in your feed because it’s a good way to structure/divide your Google Shopping campaigns.

Instead of just having all your products in one ad group, you can create multiple ad groups that contain one or more of your product categories. This will help you keep track of which of your products and/or product groups are generating the most clicks and conversions.

Read more here about product categories.

Not to be confused with product categories, Google also has its own product categories, which are constantly updated. Your products will automatically be assigned to a category if the product does not already have one. However, it is not always certain that Google will categorise your products correctly, so it is recommended that you group your products yourself.

Read more here about Google product categories.

In addition to Google’s product categories, your products on the Google Shopping Network are also grouped and identified with other attributes, which are:

  • GTIN (global trade identification number)
  • MPN: (manufacturer part number)
  • Brand


You can get your products approved to appear on Google Ads without such unique product identification attributes, but it’s beneficial to include them in your feed because then your products will appear in searches with other, similar products with the same GTIN, MPN and/or brand name, which increases your performance of your shopping ads.

Read more here about unique product IDs.

Dynamic remarketing in relation to Google Shopping means that your shopping ads are shown to people who have seen a particular product on your shop, but not bought it, and then see it again when he/she searches around on different websites, Youtube and apps.

You can create this campaign type as a display campaign, or you can create a Smart Shopping campaign that includes this feature. But the prerequisite for this is that you have set up the attributes in Google Analytics. These attributes are:

  • Product ID
  • Product Type
  • Total Value

Once these attributes are set up, you can track when people search your shop and look at specific products, etc. This is difficult to set up, but if you are interested in it, please contact us and we can do it for you.

Read more here about attributes for dynamic remarketing.

Once you have your feed in place, you’ve imported and adjusted it in Google Merchant Center, it needs to be imported into Google Ads. You can now start creating your Google Shopping campaign.

There are many ways you can structure your campaign, all of which we can help you with. Write to us and we can tell you much more about Google Shopping campaigns.

Read more here about shopping campaigns on Google.

Google has a campaign type called a Smart Shopping campaign. Here you let the algorithm do much of the optimisation work, but you need to have enough conversion data for the algorithm to perform optimally before you embark on this type of campaign. Smart Shopping also includes dynamic remarketing.

Read more here about Google Ads’ Smart Shopping campaigns.

In 2022, Google has introduced a new campaign type called Performance Max. Here you will see ads across the entire Google network, and this type of campaign is especially useful for webshops.

Read more here about Google Ads Performance Max campaigns.

Youtube

Engage customers with videos that show your business and products at their best.

For you who…

Youtube FAQ

Youtube advertising is for those who want to brand their products and business through video ads.

A widely used video format on Youtube for advertising is the so-called bumper ads. Videos must be six seconds or less, and viewers can’t skip your ad.

Read more here about bumper ads.

Skippable in-stream ads that play before, during or after other videos. You have the option to skip the ad after five seconds.

Read more here about instream ads that can be skipped.

Instream non-skippable ads last 15 seconds (or less) and play before, during or after other videos. When you use this type of ad on Youtube, you do not have the option to skip it.

Read more here about instream ads that cannot be skipped.

Video discovery ads consist of a thumbnail from your video with text. They are displayed, among other things, in the list of videos waiting to be played or as suggested videos. When someone clicks on the video, it is played on the YouTube playback page or channel page.

Read more here about video discovery ads.

A shopping ad on Google consists of a product image, a headline, a price, the name of the store, a url and other elements such as offer price and reviews.
These ads may appear in the following locations:

  • Shopping tab in Google Search (in selected countries)
  • Google Search, next to search results (separate from text ads) and Google Images
  • Google search partner websites (if your campaign is set to include search partners)
  • The Google Display Network, which includes YouTube, Gmail and Google Discover

Read more here about bumper ads.

A selected video in the master feed will automatically play without sound for up to 30 seconds at the top of the YouTube start feed, and you pay for the display of this ad per day.

Read more here about mastheads.

If you have some good videos that are suitable for advertising and can be edited to fit YouTube’s ad formats, you can start a video campaign. You can target this to specific audiences or to specific places, such as specific Youtube channels or videos.

Read more here about video campaigns.

With a TrueView for Action campaign on Youtube, you’ll go a long way to getting conversions by adding CTAs (call to action), text overlays with headlines and a closing screenshot to your video ads.

Read more here about TrueView for Action campaigns.

With a video ad series on Youtube, you can tell people about your product or brand by showing them a series of videos in the order you choose. You can use a video ad series campaign to generate interest, emphasise a message or create a unifying theme.

Read more about video ads.

You can also remarket to specific users who have watched one or more of your videos on Youtube. Specifically, you can remarket to the following users on Youtube:

  • So a video from a channel
  • So one or more videos
  • So a video (as an ad) from a channel
  • So one or more videos (as ads)
  • Subscribed to a channel
  • Visited a canal site
  • Gave a “like” to a video from a channel
  • Added a video from a channel to a playlist
  • Shared a video from a channel

Read more about remarketing to YouTube viewers.