This step-by-step guide is for people ready to set up their first Google Ads campaign or optimize an existing Ad campaign.
Let's get started.
What Are Google Ads?
Google Ads is Google's advertising platform.
Ads on Google are the first thing searchers see on the search engine results page (SERP).
Businesses bid to display ads to Google users, and ads can be constructed to appear on Google or on websites, apps, and even videos that your target market use.
If done correctly, Google Ads can instantly deliver your business more exposure, leads, and sales.
Unlike organic or local SEO, which can take a while to get working, Google Ads works from the minute you hit go.
How Do You Launch And Optimize A Google Ad?
To launch a successful or optimize an existing Google Ad campaign, you need to follow ten small and easy steps:
Step #1: Get Familiar With Google Ad Terminology:
The key terms you need to know are:
Keywords: These are the words or phrases that searchers type into google to trigger an Ad.
Bid: A bid is the total amount you're willing to pay for someone to click your ad.
Quality Score: This metric tells you how relevant your keywords are to your ad.
Ad Rank: This metric tells you where your ad will appear in relation to competing ads.
CPC (cost-per-click): CPC is the amount you will pay when someone clicks on your ad.
Conversion: Conversions occur when someone who has clicked your ad take's another action.
Step #2: Systematize Your Ad Account:
The first real step to creating account success is to break down products or services into either campaigns or ad groups.
This sounds tricky, but it's super simple.
Campaigns refer to what your business offers as a whole.
Ad-groups refer to specific products or services your business offers.
A pro tip is to mirror ads on how your website is designed.
Campaign and ad groups should be specific so that you don't offer something you don't mean to, i.e., someone searches for a soccer shirt and sees an ad for a rugby shirt.
To optimize results, keep separate campaigns and ad groups for particular products and services.
The bottom line is the more specific your ads are, the more people you can reach who are interested in precisely what you have to offer.
Step #3: Set Your Ad Budget:
Google Ads lets you control how much you by letting you set your daily budget and bid rate.
Your ad budget means the amount you will spend on each campaign per day.
Your bid rate refers to the amount you can afford to spend on a keyword someone searches to click on your ad.
Beginners should spread their budget out evenly across campaigns at first to see what results they get.
Optimally speaking, however, you should set budgets based on your sales goals.
This means you should assign more budget to the particular product or service you are trying to sell more of.
Google Ads lets you change your budget anytime, so if it doesn't work, you can adjust based on your analytics.
Step #4: Pick Keywords For Your Ad:
Choosing the right keywords means choosing the terms you think your customers will use to find your product or service.
The keywords you choose to appear on your ad need to be relevant to the landing page you will create.
Luckily Google Ads comes with a free tool called Keyword Planner.
Keyword Planner shows you how much it will be to bid on a keyword.
This feature helps you clarify whether your budget is enough to target a particular keyword.
The more competitive a keyword is, the more you will need to bid for it.
Beware, however, if you have a low budget and target a high-competition keyword, your whole budget could be swallowed up in one click.
When starting, the most effective strategy is to target low-to-medium cost keywords to get more exposure and gain insight into how effective these keywords are for you and your goals.
Step #5: Set Ad Keyword Match Types:
Google Ads has a setting called keyword match type.
It's super important that you get an excellent understanding of what these five options mean:
Broad Match: This default match shows how keywords perform in a wide variety of searches.
Broad Match Modifier: This setting allows you to specify certain words that must show up in a user's search.
Phrase Match: This setting matches keywords you want to target to terms within a user search phrase.
Exact Match: This setting allows you to choose an exact keyword match for a user search.
Negative Match: This setting will enable you to exclude undesirable words or phrases from triggering your ad.
Step #6: Create Ad Landing Pages:
Landing pages are where Ad clickers arrive after clicking on your ad.
Landing pages need to be relevant to your ad.
This means that they need to be keyword optimized and be structured to help users find what they are looking for quickly.
Landing pages help you target sales.
However, if you aim to get more website visitors, you can link ads to your website homepage.
Step #7: Decide Which Devices To Show Ads On:
Does your target market use primarily desktop or mobile devices to search for your products or services?
Are your business goals targeting B2C demographics ready to buy or raise awareness among the B2B market?
Answering these two questions should help you arrive at a logical conclusion about what devices you should be targeting your market through.
Step #8: Write Your Ads:
Ads are this day and ages shop front.
This means that an Ad is the first thing your potential customers will see.
The best way to structure your ad is to add a title that includes a keyword and a logical format such as:
Make the customer aware of what you sell
Make them interested in what you sell
Add a call to action that makes the customer engage
You will make your ad more relevant to customers and increase your overall quality score by following these steps.
Finally, before posting your ad, make sure that there are no spelling or grammar errors.
Step #9: Connect Ad to Google Analytics:
Google Analytics allows you to get deep insights into how users interact with your ads and landing pages, and your website.
Google Analytics is free, and you can use it even if you don't run Ads.
The real superpower of Google Analytics is its ability to show you what people once they have clicked your ad.
This can help you adapt and amend your ads and landing pages to improve your overall conversion rates and return on investment.
Step #10: Hit go and analyse:
Once you've hit go, it's time to check back in every few days to ensure that the keywords you've chosen are bringing in clicks and conversions.
You should think strategically and seek to continually put yourself in the place of the customer to make sure that your ads not only make sense but impress too.
If you still feel like you need some help, contact Innovation-X today.