Building your Google Ads campaign structure following specific strategies proved to profit the best results. Not only do you need to know how to build a campaign through Google’s Ads product, but you also need to know how to stand out from the crowd. If you are a beginner and just starting your journey for Google Ads, then fear may be dominating your thoughts, so in this article, my goal is to put you at ease. The steps I’m about to go through will ensure you’re depositing more money into your bank account, rather than just funding Google’s empire. Below is the step-by-step guide to creating a winning campaign, with its ad groups, keywords, and ad copy. Let’s go!
Table of Contents
Create an Ads Account
First, visit the Google Ads website and sign up for an Ads account. This requires some financial information as google can be paid for each click, so keep your bank details ready. After you create an Ads account, you are ready to go. Click on the Campaigns tab on the right side and the Campaigns page you will see the +New Campaign button, click here to create a new campaign.
⇒ Select a Campaign Objective
This page shows the campaign objective. There are eight different types of campaign objectives:
Sales: If you have an e-commerce website and you want to drive sales online, in-app, by phone, or in-store then select sales.
Leads: If you want to get leads and other conversions by encouraging customers to take action and attract people to your business then select leads.
Website traffic: If you want to get the right people to visit your website then select website traffic. It also has the option to create a campaign without a goal.
Product & Brand Consideration: If you want to encourage people to explore your products or services.
Brand Awareness and Reach: If you want to improve your brand awareness.
App Promotion: If you want to promote your app and increase its downloads.
Local Store Visit & Promotion: When you want to increase your local store visits.
It also has the option to create a campaign without a goal. You can also change your goal later. After selecting the campaign objective, you need to select the campaign type. There are eight types of campaigns depending upon the objective you select.
You can also change your goal later. After selecting the campaign objective, you need to select the campaign type. There are eight types of campaigns depending upon the objective you select.
You can choose a campaign type according to your need. If you want your website to show first in search preference and reach customers interested in your product then go with Search.
- If you want to run different kinds of ads across the web then select Display.
- If you want to promote your products with shopping ads then select Shopping.
- If you want to reach and engage viewers on youtube and across the web then select Video.
- If you want to drive app installs across google networks then choose App.
- If you have no time and need to quickly run ads with the help of Google then select Smart.
- If you want to show your ads on all of the Google Ads platform’s channels, including Search, Shopping, YouTube, Display, Discover, Gmail, and Maps then select Performance Max.
- If you want to cover a wide range of audiences across the Google network then select Discovery.
⇒ Select the results that you want from this campaign
There are 4 results that you can get from the campaign
- Website visits
- Phone calls
- Store visits
- App downloads
Now you have to enter your website URL. Next, you want to give your campaign a name so you can track your results. It is a good idea to start with a naming system that you will keep using so you do not get confused somewhere down the line.
⇒ Set Your Budget
This is an important step. You can start with any of your budgets. You need to include enough money to make a difference, but you do not want to break the bank.
You can manually set the bids for clicks, which gives you more control. This also means your ads will stop showing once your budget is spent. That means you will not end up with a shock of a bill later. Bidding has several options. You can select your bid strategy. According to your requirement, you can set your limit.
Then you will be asked to select networks. Here you will see two network types. Choose your network accordingly.
⇒ Location or Geographic Area
Choose the region to which you deliver your services. You can also reach other countries if your e-commerce company serves international buyers. Just be sure you are prepared for any of the buyers who come your way because of your ads. You might pay a lot of money for visitors who cannot purchase if you are not careful.
Then select the language that your customers speak. If you are in the United States, then set the Location to the United States and set the Language to English. Your website should be in the language you choose. Generally, English is the most preferred language.
Then click on “More Settings” and you can set start and end dates for your ad. Some people want to show their ads during weekends or festivals. You can choose your dates accordingly.
⇒ Set up Ad Groups, Keywords & Ads
This part is very important. An ad group contains one or more ads and a set of related keywords. For best results, try to focus all the ads and keywords in an ad group on one product or service.
Make sure to check Competition, Local Monthly Searches, and Approximate CPC (cost per click). Local Monthly Searches will show the searches in the United States (if you picked the U.S. as your desired location). In addition, you will see the Ads competition and the cost per click for each keyword.
This will help you analyze the keyword opportunities. In addition, when you are conducting keyword research for Ads, I recommend you use the keyword Match. This will give you an accurate sense of how many relevant keywords there are per month.
Finally, to use the Keyword Tool, simply type the keywords or service you think your ideal predictions are typing into Google to the right of “Word or phrase” and click enter.
When the Keyword Tool refreshes, you will see a list of keyword ideas, which are based on the keyword you typed into the search box.
Moreover, you will see the Ads Competition and the Local Monthly Searches. Name your ad group and add keywords that are beneficial for your website business to grow. Save the ad group with your website URL.
⇒ Create Ads
This is another important aspect of your Ads education. The content you use is what will convince potential buyers to click. You want to attract plenty of people, yes, but you also want those people to buy. If they do not buy, you pay anyway.
Start with your final display URL. The display URL is the one you want people to remember. It is the home page of your website or addresses people will type in if they visit without finding you through an ad first.
This is what you want to display. Add your display path. The “Path” fields are part of your display URL. The display URL gives potential customers a clear idea of what webpage or landing page they will reach once they click your ad, so your path text should describe your ad’s landing page.
Here are three examples of carpet cleaners to give you an idea of what you can do:
Then comes the Headlines. You can add up to 15 Headlines with 30 characters each. It will be separated from Headline 1 by a pipe symbol ( | ), and on mobile devices, it may wrap to the second line of your ad. A maximum of three Headlines will be shown in search results at a time.
You can pin the Headlines that you want to show in 1st, 2nd and 3rd position. So start with a great headline that uses search terms that will reach your position.
Try to include your keyword in the headline of your ads because Google will bold the text, which makes it stand out from other ads. This also is the easiest way to ensure your ad is 100% relevant for prospect searching.
Your ad’s description appears below the display URL and can be up to 90 characters. In your description, reiterate the benefits of your service, state your services, provide social proof, and/or describe your offer. Use this space to point out benefits. How will the product solve your buyers’ pain?
On the other hand, how will your service benefit your customer? Make the best use of your description space.
Ad extensions are much helpful to add more information to your ads.
There are options such as site link extensions, callout extensions, call extensions, and many more. You can select and change them as per requirement. Save your preferences and next.
Finally, your campaign is complete and ready to review. Review your campaign settings. It is always a good idea to check over everything one more time before you set your ad in motion. Is everything spelled correctly? You will miss keyword searches if you type one of them. Did you make sure to control the budget? You could end up ruined tomorrow if you did not. When you are sure, you did everything correctly, then PUBLISH CAMPAIGN. There is always a way to make your ad perform better. Ads do a great job of making it easy to reset your campaign.
The following articles will be really helpful in learning google ads:
1. How To Create Google Ads Call-Only Campaign And Its Best Practices?
2. Google Ads FAQs For Small Business Owners
3. How does Google Ads Works?
4. Guidelines to Create Google Ads Video Ad to Promote YouTube Videos