Episode 27: Google Ads — Search, Display aur YouTube
Google Ads ka logic, Search campaigns, keywords aur match types, aur Display aur YouTube ads kab use karein.
Instagram par Priya ko ad dikhta hai jab woh kuch aur kar rahi hoti hai. Google par Priya khud type karti hai: “cotton office kurti online”.
Instagram par aap logon ko dhoondhte ho. Google par log aapko dhoondhte hain.
Yeh “demand” pakadne ka khel hai.
Demand creation vs demand capture
Meta (demand create)
Log scroll kar rahe hain, aap unhe kuch naya dikhate ho.
“Yeh kurti mujhe chahiye!”
Google Search (demand capture)
Log already dhoondh rahe hain, aap jawab bante ho.
“cotton kurti for office”
Search par log kharidne ke zyada kareeb hote hain, lekin aisi searches limited hoti hain aur competition zyada.
Google Ads campaign types
| Type | Kahan dikhta hai | Best for |
|---|---|---|
| Search | Google search results (text ads) | High-intent searches |
| Display | Lakhon websites/apps par banners | Awareness, retargeting |
| Video (YouTube) | YouTube par video ads | Story, demo, reach |
| Shopping | Product image + price search mein | E-commerce (Merchant Center chahiye) |
| Performance Max | Google ke saare channels, automated | Data aur conversions ke baad |
Keywords aur match types
Keyword woh shabd hai jis par aap chahte ho ki ad dikhe.
| Match type | Likhna | Kab dikhega |
|---|---|---|
| Broad | cotton kurti | Related searches bhi (“kurta for women”) |
| Phrase | "cotton kurti" | Search mein woh matlab ho (“buy cotton kurti online”) |
| Exact | [cotton kurti for office] | Bilkul wahi ya same matlab |
Negative keywords: jahan ad NAHI dikhana. Jaise: “free”, “pattern”, “sewing”, “men”, “wholesale”.
Search ad aur Quality Score
Search ad mein headlines, descriptions aur ek landing page hota hai. Google har keyword ko Quality Score (1–10) deta hai, teen cheezon par:
- Expected CTR: log click karenge?
- Ad relevance: ad search se match karta hai?
- Landing page experience: page useful aur fast hai?
Achha Quality Score = kam CPC, achhi position. Isliye ad aur landing page dono search se match karein.
Display aur YouTube kab?
- Display: sasta reach, lekin kam intent. StyleStreet ke liye mostly retargeting (website visitors ko banners)
- YouTube: skippable in-stream ads mein pehle 5 second sab kuch. Shorts ads vertical, Reels jaise
- Dono ke liye website aur tracking zaroori hai
StyleStreet ki real problem
“kurti” keyword par ₹3,000 ek hafte mein
Neha ne ek friend ki salah par Google Ads chalaya. Keyword: kurti (broad match). Koi negative keyword nahi.
- Ad dikha “kurti design drawing”, “kurti cutting video”, “men kurta” par bhi
- Clicks bahut, orders 1
- Landing page: Instagram profile, jahan se order mushkil
Practical example: StyleStreet ka pehla Search campaign
| Setting | Choice |
|---|---|
| Location | Jaipur, Jodhpur, Udaipur |
| Keywords | "cotton kurti for office", "office wear kurti", [cotton kurti online jaipur] |
| Negatives | free, design, drawing, cutting, men, wholesale, pattern |
| Headline 1 | Cotton Office Kurtis ₹699–999 |
| Headline 2 | Real Size Chart · Free Exchange |
| Description | Jaipur ka pure cotton. 10 wash ke baad bhi same. COD available. |
| Landing page | Office kurtis collection page (website) |
| Budget | ₹100/day test, 3 hafte |
Aapka mission: Google Ads plan banao
StyleStreet ke liye:
- 10 keywords likho jo Priya search karegi (Chapter 16 ki keyword list se)
- Har keyword ka match type decide karo
- 15 negative keywords ki list banao
- 3 headlines aur 2 descriptions likho
- Landing page kaunsa hoga aur ad se kaise match karega
- Display/YouTube kab use karoge, 2 lines mein likho
Quiz
-
Google Search ads ka sabse bada fayda?
- A. Sasta
- B. Log already dhoondh rahe hote hain (high intent)
- C. Video dikhta hai
- D. Followers badhte hain
Answer dekho
Sahi jawab: B. Log already dhoondh rahe hote hain (high intent)
Search intent wale log kharidne ke kareeb hote hain.
-
“kurti cutting video” par ad na dikhe, iske liye?
- A. Exact match
- B. Negative keyword “cutting”
- C. Budget kam
- D. Display campaign
Answer dekho
Sahi jawab: B. Negative keyword “cutting”
Negative keywords irrelevant searches rokte hain.
-
Quality Score kis par depend nahi karta?
- A. Expected CTR
- B. Ad relevance
- C. Landing page experience
- D. Instagram followers
Answer dekho
Sahi jawab: D. Instagram followers
Google ka Quality Score aapke ad, keyword aur landing page par based hai.
-
StyleStreet ke liye Display ads ka best use (website ke baad)?
- A. Cold awareness
- B. Website visitors ko retargeting
- C. Keyword research
- D. SEO
Answer dekho
Sahi jawab: B. Website visitors ko retargeting
Display mein intent kam hai, retargeting mein yeh achha kaam karta hai.
Client project mein output
Project file mein ab Google Ads Starter Plan:
- Keyword list + match types
- Negative keyword list
- Search ad copy
- Landing page match plan
- Display/YouTube roadmap (website ke baad)
Golden rule: Google par log aapko dhoondh rahe hain. Sahi keywords, kade negative keywords, aur ek landing page jo wahi de jo ad ne kaha.