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Product Playbook
Paid Search (SEM)
| Question | Answer |
|---|---|
| What are the six items needed to launch a Google Search Ad? | Google Analytics Access Google Analytics linked to Adwords GMB Access (for Location Extension) Google Search Console GTM codes installed Call tracking #; |
| What is the minimum budget suggestion (total) for Google Search Ads? | $2,000 |
| What are the Budget Suggestions for the below: Large Metro: ________ Mid-Size Metro: ________ Small Metro: ________ Small Region: ________ | Large Metro: $25,000 & up Mid-Size Metro: $15,000 & up Small Metro: $10,000 & up Small Region: $5,000 & up |
| GOOGLE AD - Campaign Budget Thresholds: Brand | $300-$3,000 |
| GOOGLE AD - Campaign Budget Thresholds: New Model | $500-$4,000 |
| GOOGLE AD - Campaign Budget Thresholds: Dealer/Geo | $1,000-$17,000 |
| GOOGLE AD - Campaign Budget Thresholds: Dynamic Used | $1,500-$5,000 |
| GOOGLE AD - Campaign Budget Thresholds: VLA | $500+ |
| GOOGLE AD - Campaign Budget Thresholds: General Used | $1,000-$10,000 |
| GOOGLE AD - Campaign Budget Thresholds: Used Make | $500-$6,000 |
| GOOGLE AD - Campaign Budget Thresholds: Parts & Service | $500-$4,000 |
| GOOGLE AD - Campaign Budget Thresholds: PMAX | $1,000 |
| GOOGLE AD - Campaign Budget Thresholds: Vehicle Acquisition | $1,000-$4,000 |
| GOOGLE AD - Campaign Budget Thresholds: Credit | $1,000-$4,000 |
| GOOGLE AD - Campaign Budget Thresholds: Spanish | $500-$4,000 |
| GOOGLE AD - Campaign Budget Thresholds: Remarketing | $500+ |
| What is the targeting radius MINIMUM for Google Search Ads? | 1 mile |
| What is the targeting radius STANDARD for Google Search Ads? | 15 miles |
| Types of Paid Search Ads? (There are 7) | Google Search Ads Dynamic Search Ads Vehicle Listing Ads (VLA) Local Service Ads (LSAS) Discovery Ads Performance Max (PMAX) Bing Search Ads |
| What are the three items needed before a Dynamic Search Ad is launched? | -Existing SEM Account -MCC ID Linked through Google - can take a week or longer -Recommended for clients with a well-developed website or large inventory |
| What is the minimum budget suggestion (total) for Dynamic Search Ads? | $1,500 |
| Capabilities? (There are 2) | -Use website content to target ads -Relevant headlines and landing pages are generated using website content |
| What are the 5 items needed before a VLA launches? | No promises on set up time Inventory feeds No or minimal image overlays All prices and mileage listed Needs Google Merchant Center setup Need Landscape Products must be confined to a single state (issue for auto groups) |
| What is the minimum budget suggestion (total) for VLA? | $500, but please consult with analyst on ideal spend based on market and inventory |
| Capabilities? (There are 3) | -New and Used Vehicles qualify -Show inventory above organic and paid search results in a similar manner as product shopping ads -Provides deep-linked site traffic by sending users to VDP page |
| What is the targeting recommendation for VLA? | *TRICK QUESTION* Google uses the GMB location as the location, so targeting does not need to be set |
| What are the two needs before a LSAS launches? | -Profile needs to be authenticated by Google -Client needs to have Google reviews in order for their profile to show frequently. |
| What are the components of being authenticated by Google? There are 7 | -Profile must have 3+ or greater average review score -Headshot -License (Bar License and expiration for legal) -Background Check -Time set up for Google interview -Year the firm was founded -Primary Owner info (DOB, SSC, Email, Phone) |
| What are the suggested budgets for LSAS? | On average $4,000 per month, but varies by industry |
| Targeting factors for LSAS? (There are 6) | -No radius targeting -County/Parish -Zipcode -State -City -Targeting selections per profile cannot overlap or the accounts will be suspended. |
| Capabilities of LSAS? (There are 2) | -Only pay for the calls that result in leads -Have your profile show above typical Google Search result ads |
| What is needed before a Discovery Ad Launches? | Creative Assets: -Landscape Image 1.91:1 ---1200 x 628 -Square Image 1:1 ---1200 x 1200 -Portrait Image 4:5 ---960 x 1200 -Square Logo ---1200 x 1200 |
| What is the minimum budget recommendations for Discovery Ads? | $1000 |
| Where are discovery ads placed? There are 3 | Youtube Discovery google search Gmail |
| What are the two capabilities of Discovery Ads? | No Search queries needed Show ads in Gmail |
| What items are needed before a PMAX campaign launches? There are 2 | Creative Assets (Text & Image/Video) |
| What is the budget recommendations for PMAX? MINIMUM | $1,000 |
| What is the budget recommendations for PMAX? Recommendation | Google's recommendation is 20% of the account's budget (per PMAX campaign) |
| Where are PMAX campaigns placed (six places) | YouTube Google Display Network Google Search Network Google Discover Gmail Google Maps |
| What are the campaign capabilities of a PMAX campaign? (There are 5) | -Uses Google’s smart bidding & AI to get you more conversions -Does not use keywords -Ads show in multiple places -Runs directly in Google Ads -If you dont provide a video, Google will create one for you using the other assets tied to your account |
| What are the minimum budget recommendations for Bing Search Ads? | $500 |
| Where are bing search ads placed? (There are 2) | Bing Search Yahoo Search |
Created by:
savannahbankston
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