Setting up a Google AdWords (now known as Google Ads) campaign

 

1. Create a Google Ads Account

  • Go to Google Ads.
  • Click on “Start Now” and follow the prompts to set up your account.
  • You’ll need to provide basic information like your business name, website, and billing details.

2. Set Up Your Campaign

  • Campaign Goal:

    • Choose the goal of your campaign, such as Sales, Leads, Website Traffic, Product and Brand Consideration, or Brand Awareness.
    • If you’re not sure, you can also choose to create a campaign without a goal’s guidance.

  • Campaign Type:

    • Choose the type of campaign you want to run, such as Search, Display, Shopping, Video, or App.
    • For most businesses, a Search Campaign (text ads that appear in Google search results) is a common starting point.

3. Select Your Campaign Settings

  • Campaign Name:

    • Give your campaign a descriptive name to keep it organized.

  • Networks:

    • Choose where you want your ads to appear. For a Search campaign, you can choose the Google Search Network and/or the Display Network. If you're new, it might be best to start with just the Search Network.

  • Locations:

    • Specify the geographic locations where you want your ads to appear. You can target countries, regions, cities, or even specific radius areas.

  • Languages:

    • Select the language(s) your customers speak.

  • Budget:

    • Set a daily budget, which is the average amount you’re willing to spend per day on your campaign.
    • Google will never charge more than your monthly limit (daily budget x 30.4).

  • Bidding:

    • Choose your bidding strategy based on your campaign goal. For example, if your goal is to get clicks, you might choose Maximize Clicks.
    • You can also set a maximum cost-per-click (CPC) bid limit.

4. Set Up Ad Groups

  • Ad Group Name:

    • Name your ad group based on the theme of the keywords or products you’re targeting.

  • Keywords:

    • Add keywords that are relevant to your ad group. Keywords are the terms users might search for when looking for products or services like yours.
    • Use Google’s Keyword Planner tool to research and select keywords.
    • Consider using a mix of broad match, phrase match, exact match, and negative keywords to control which searches trigger your ads.

5. Create Your Ads

  • Ad Copy:

    • Write your ad text. Google Ads provides space for headlines, descriptions, a display URL, and a final URL (the landing page users will be directed to).
    • Headlines: You can have up to three headlines (30 characters each). Make sure they are attention-grabbing and relevant.
    • Descriptions: You can have up to two description lines (90 characters each). Use this space to highlight your unique selling propositions (USPs) and a clear call-to-action (CTA).
    • Display URL: This is the URL shown in your ad. It doesn’t have to be the exact URL of your landing page but should be relevant to the search.

  • Ad Extensions:

    • Use ad extensions to provide additional information and improve your ad’s visibility. Extensions can include site links, callouts, structured snippets, call extensions, location extensions, and more.
    • Ad extensions can improve your ad’s click-through rate (CTR) by offering users more reasons to engage.

6. Review and Launch

  • Review your campaign settings, ad groups, and ads to ensure everything is set up correctly.
  • Once you’re satisfied, click “Publish” to launch your campaign.

7. Monitor and Optimize

  • Track Performance: Use Google Ads reports to monitor key metrics like impressions, clicks, CTR, cost-per-click (CPC), conversion rate, and more.
  • Optimize Keywords: Regularly review your keywords and adjust bids, pause underperforming keywords, and add new keywords.
  • Ad Testing: Test different ad variations (A/B testing) to find the best-performing ads. You can try different headlines, descriptions, and CTAs.
  • Adjust Bids: If certain keywords are driving valuable traffic, consider increasing your bids for better placement. For underperforming keywords, lower bids or pause them.

Example Scenario

If you’re setting up a campaign for an online bookstore:

  • Campaign Goal: Website Traffic.
  • Campaign Type: Search.
  • Target Locations: United States.
  • Daily Budget: $50.
  • Bidding Strategy: Maximize Clicks with a CPC bid limit of $1.
  • Ad Group Keywords: “buy books online,” “discount books,” “best novels,” “online book store.”
  • Ad Copy:
    • Headline 1: “Buy Best-Selling Books Online”
    • Headline 2: “Discounts on Top Novels”
    • Headline 3: “Free Shipping on Orders Over $50”
    • Description 1: “Shop our wide selection of books. Find the best deals and enjoy fast shipping.”
    • Description 2: “Explore top genres, authors, and bestsellers. Easy returns and great prices.”
    • Display URL: www.example.com/Books
    • Final URL: www.example.com/books/best-sellers

Advanced Tips:

  • Remarketing: Target users who have previously visited your website or engaged with your ads.
  • Conversion Tracking: Set up conversion tracking to measure actions like purchases, sign-ups, or form submissions.
  • Smart Bidding: Explore automated bidding strategies like Target CPA or Target ROAS to optimize for specific goals.

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