Budgeting, Bidding & Audience Targeting
Daily vs. Lifetime Budgets
You're simply telling Google the maximum amount you're willing to invest over a specific period.
Inside that limit, Smart Bidding automatically adjusts your bids to reach the best possible results.
A daily budget tells Google how much to spend each day. It resets every 24 hours and gives you continuous control over your campaign.
A lifetime budget is one total amount set for a fixed period — for example, "Spend $1,000 between Nov 1 and Nov 30". Once the total is reached, the campaign automatically pauses.
Manual vs. Automated Bidding Explained
A bidding strategy tells Google what the campaign values most: more clicks, more conversions, or greater visibility.
Manual Bidding (Manual CPC)
With manual CPC (cost-per-click), the advertiser decides how much to pay for each click. It offers full control over bids but requires more time and management.
Automated Bidding (Smart Bidding)
Automated bidding relies on machine learning to adjust bids automatically in real time. Google uses performance data, such as device type, time of day, audience, and location to maximize results.
Common Smart Bidding Strategies:
What Affects Quality Score and How to Improve It?
Google's Quality Score is a rating (from 1 to 10) that decides how much you pay and where your ad appears. That measures:
- How relevant your ad is to what people are searching for;
- How engaging your ad copy is;
- How useful your landing page feels once someone clicks.
The higher your score, the lower your cost per click (CPC) and the better your ad rank.
Factors That Affect Quality Score
- Expected Click-Through Rate (CTR): Google predicts how likely people are to click your ad. It looks at past performance and how closely your ad copy matches what users search for;
- Ad Relevance: does your ad clearly answer the user's search intent?
- Landing Page Experience: load fast, be mobile-friendly, match your ad's promise, and be clear and transparent about what you're offering.
Building Core, Custom, Lookalike Audiences
In Google Ads, keywords show what a person is searching for. Audiences, on the other hand, show who that person is.
By combining both, advertisers can reach the right people with the right message.
How Audience Targeting Works
- Select Audience Type → Core, Custom, or Lookalike;
- Apply at Campaign or Ad Group Level → adjust for broad or narrow targeting;
- Layer with Keywords → combine search intent and audience identity;
- Add Exclusions → block irrelevant or unqualified users.
Remarketing Strategies That Convert
Remarketing targets people who have previously interacted with a brand — visited a site, viewed a product, or added something to a cart but didn't complete the action.
These users are warm leads: they already know the product or service, so the chances of conversion are higher.
Using Customer Match and GA4 Audiences in Ads
Modern advertising is built on data-driven precision.
Customer Match and GA4 Audiences allow campaigns to reach real people who have already shown interest, or who behave like top customers.
Customer Match allows advertisers to upload their own first-party data (collected with consent) such as:
- Email addresses;
- Phone numbers;
- Mailing addresses.
GA4 (Google Analytics 4) audiences are dynamic, event-based lists created using real-time site or app behavior. Examples of GA4 Audiences:
- Visitors who viewed a specific product;
- Users who scrolled 75% down a page;
- Sessions with long duration or engagement;
- Users who triggered a custom conversion event;
- Predictive audiences – users likely to purchase soon.
1. What does Google's Quality Score measure?
2. Match the bidding strategy to tts goal:
3. Match the audience type to its description:
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Daily vs. Lifetime Budgets
You're simply telling Google the maximum amount you're willing to invest over a specific period.
Inside that limit, Smart Bidding automatically adjusts your bids to reach the best possible results.
A daily budget tells Google how much to spend each day. It resets every 24 hours and gives you continuous control over your campaign.
A lifetime budget is one total amount set for a fixed period — for example, "Spend $1,000 between Nov 1 and Nov 30". Once the total is reached, the campaign automatically pauses.
Manual vs. Automated Bidding Explained
A bidding strategy tells Google what the campaign values most: more clicks, more conversions, or greater visibility.
Manual Bidding (Manual CPC)
With manual CPC (cost-per-click), the advertiser decides how much to pay for each click. It offers full control over bids but requires more time and management.
Automated Bidding (Smart Bidding)
Automated bidding relies on machine learning to adjust bids automatically in real time. Google uses performance data, such as device type, time of day, audience, and location to maximize results.
Common Smart Bidding Strategies:
What Affects Quality Score and How to Improve It?
Google's Quality Score is a rating (from 1 to 10) that decides how much you pay and where your ad appears. That measures:
- How relevant your ad is to what people are searching for;
- How engaging your ad copy is;
- How useful your landing page feels once someone clicks.
The higher your score, the lower your cost per click (CPC) and the better your ad rank.
Factors That Affect Quality Score
- Expected Click-Through Rate (CTR): Google predicts how likely people are to click your ad. It looks at past performance and how closely your ad copy matches what users search for;
- Ad Relevance: does your ad clearly answer the user's search intent?
- Landing Page Experience: load fast, be mobile-friendly, match your ad's promise, and be clear and transparent about what you're offering.
Building Core, Custom, Lookalike Audiences
In Google Ads, keywords show what a person is searching for. Audiences, on the other hand, show who that person is.
By combining both, advertisers can reach the right people with the right message.
How Audience Targeting Works
- Select Audience Type → Core, Custom, or Lookalike;
- Apply at Campaign or Ad Group Level → adjust for broad or narrow targeting;
- Layer with Keywords → combine search intent and audience identity;
- Add Exclusions → block irrelevant or unqualified users.
Remarketing Strategies That Convert
Remarketing targets people who have previously interacted with a brand — visited a site, viewed a product, or added something to a cart but didn't complete the action.
These users are warm leads: they already know the product or service, so the chances of conversion are higher.
Using Customer Match and GA4 Audiences in Ads
Modern advertising is built on data-driven precision.
Customer Match and GA4 Audiences allow campaigns to reach real people who have already shown interest, or who behave like top customers.
Customer Match allows advertisers to upload their own first-party data (collected with consent) such as:
- Email addresses;
- Phone numbers;
- Mailing addresses.
GA4 (Google Analytics 4) audiences are dynamic, event-based lists created using real-time site or app behavior. Examples of GA4 Audiences:
- Visitors who viewed a specific product;
- Users who scrolled 75% down a page;
- Sessions with long duration or engagement;
- Users who triggered a custom conversion event;
- Predictive audiences – users likely to purchase soon.
1. What does Google's Quality Score measure?
2. Match the bidding strategy to tts goal:
3. Match the audience type to its description:
Danke für Ihr Feedback!
