Google Ads can be intimidating, but they can also be an incredibly useful tool if done correctly. When it’s time to set up your first Google Ads campaign, read through this guide to learn how to get started and what’s needed to run a successful ad.
When choosing keywords, you’ll want to think about what people are searching for online. Keywords are used to describe what your content is all about. When you break down your content to its simplest form, you should be able to associate it with a handful of words or phrases. Typically, these are the words that people will use when they Google search for products and services, which then lead them to your website. As you set up your campaign, you will want to start with a strong list of initial keywords, which will bring you the most success in your Google Ads journey. For example, a retail store that exclusively sells women’s accessories might choose keywords like:
- • Jewelry
- • Purse
- • Designer handbags
- • Scarf
- • Hats for women
As you can see, some keywords are just one single word; whereas, others are multiple words linked together to create a phrase. You can choose which words or phrases will trigger your ad and whether you’d like the search to be an exact or broad match. Exact means that your ad will only appear when someone searches for the same keyword or phrase that you choose. And, a broad match will serve your ad when terms related to your keywords are searched for.
For a successful campaign, you’ll need to start with a clear and organized structure. Google ads can be broken down into two levels including campaigns and ad groups. Campaigns are known as the higher level, which represents an overarching theme of products or services. Ad groups are the lower level, which can represent multiple smaller, more specific sets of products or services. In most cases, you’ll be able to mirror the structure of your website. Continuing with the women’s accessories store, they might run an ad structured like this:
Campaign 1: Jewelry
- • Ad Group 1: Rings
- • Ad Group 2: Necklaces
- • Ad Group 3: Bracelets
Campaign 2: Handbags
- • Ad Group 1: Crossbody bags
- • Ad Group 2: Shoulder bags
- • Ad Group 3: Clutches
Campaign 3: Hats
- • Ad Group 1: Beanies
- • Ad Group 2: Fedoras
- • Ad Group 3: Berets
By structuring your campaigns and ad groups into categories, you can better specify the keywords that are relevant to that ad and help you target the right people. Generally, the more specific that your ads are, the better you can reach people who are interested in what you have to offer.
Each campaign is assigned its own budget – you’ll have both a daily budget and a bid. A daily budget is how much you spend on each campaign in a day. A bid is defined as the most amount of money your willing to pay for your ad. It’s important to note that you only pay for how many clicks you receive. When setting a higher budget, you’re likely to receive more clicks; whereas, with a lower budget, you will likely receive fewer clicks.
When starting out, it may be a good idea to divide your money evenly among all campaigns so that you can find out which works best. Once you determine what works, set your budget accordingly. However, do keep in mind your overall business goals. If you’re wanting to draw shoppers in to buy jewelry once a month, then raise the budget for that campaign and lower another. If a campaign is not working for you, you can make edits to it at any time.
When your ad is clicked on, it will take them to a landing page. A landing page needs to be relevant to your ad so that people can find exactly what they are looking for. For instance, if you’re running a campaign for hats, you’ll want the link to lead them to a page where they can easily find hats.
Knowing how to reach your target audience will be beneficial when setting up a campaign. Are your customers more likely to search on mobile or desktop? Would you rather draw them into your physical store location or make an online purchase at home? Each of these questions should be answered so you can reach the best possible customers.
You want your ads to communicate precisely what you have to offer. As you write, make sure to include your keywords that are unique for each campaign and/or ad group. Add a clear and descriptive headline – this has a huge impact on whether or not people click on your ad. Lastly, use the description box to tell more about your business and why they should choose to do business with you.
Launch Your Ads
You did it! Your campaigns are actively running and reaching the right audience. As your advertisement runs, you’ll want to check in on your campaigns with Google Analytics to see what is bringing you the most success. Eventually, you’ll be able to tweak your campaign so you are using only your best strategies.
We get that there are a lot of moving parts to Google Ads – which is why we made this guide in the first place. But, we also know that some people just don’t have the time for it. Luckily, Transformation Marketing has the time and expertise to bring successful results for your business. To learn more about us, please visit our website or call 402-788-2896.