1. Introduction to Google Ads
Google Ads is an online advertising platform that allows companies to create and display ads on websites that are part of Google's ad networks:
Google Search Network: This includes inventory for text-based ads displayed as part of search results on google.com, Google Maps, and other sites part of the network
Google Display Network: This includes inventory for visual ads Google properties (Youtube, Gmail etc.), and on third-party sites part of the network
With Google Ads, advertisers can target specific keywords, demographics, and locations to reach their desired audience. The platform operates on a pay-per-click (PPC) model.
Google's campaign type guide lists 8 campaign types available in Google Ads
Search campaigns: Text ads on search results
Display campaigns: Image ads on websites
Video campaigns: Video ads on Youtube
App campaigns
Local campaigns
Smart campaigns: Automated campaign builder
Performance Max campaigns: AI-driven campaign builder
Shopping campaigns or Performance Max with Merchant Center feed: Product listings on Google
2. Google Ads data in Marketing Mix Modeling (MMM)
This section includes standard dimensions and metrics for Google Ads in the Sellforte Marketing Mix Modeling (MMM) template for online data, which is available here: https://support.sellforte.com/en/articles/6966284-connecting-your-data-with-supermetrics-template-gallery-recommended
Global data from the Google Ads platform
Dimensions | Metrics |
Date Account ID Account Campaign ID Campaign name Advertising channel type Advertising channel sub-type Bidding strategy type Bidding strategy Currency code | Cost Impressions Clicks Conversions Total conversion value Return on ad spend (ROAS) All conversions All conversion value Impression share Search exact match impression share Available impressions Lost impressions due to budget Lost impressions due to rank Search click share |
Country-specific data from the Google Ads platform (optional, for multinational companies)
Dimensions | Metrics |
Date Account ID Account Campaign ID Campaign name Advertising channel type Advertising channel sub-type Country Currency code | Cost Impressions Clicks Conversions Total conversion value Return on ad spend (ROAS) All conversions All conversion value |