Steps to set up a Google Ads campaign
Google Ads is one of the most popular online advertising options as there are 3.5 billion Google searches are made every day.
On average, for every £1 spent on Google Ads the return is £2 – so the ROI is very effective.
If you want to try setting up your own Google Ads, this article gives a basic guide to get you going. If you need any further help then just contact us.
Choose a Campaign Type and Name
The best option here is to choose “Search Network only”.
Each campaign will have its own budget and currency.
Choose your campaign name very carefully – it should do with the product or service you’re advertising.
Select Ad Display Location
You can choose a large or small area. It is very important that you just select the area that you are targeting as you do not want your ads to display in areas that you are not servicing.
Set Your Daily Budget
At the start, it is best to set a low daily budget. This will allow you to start slowly, gather data, and then expand what’s working once you are more familiar with your campaigns.
You must also set up your payment options at this point.
- Manual Payments: This is the Pre Pay option
- Automatic Payments: Google Will charge you when specific limits are reached
- Monthly Invoicing: Google Will provide credit lines to some businesses that qualify
At the start, focus only on your main target keywords. There should be a máximum of 20 keywords.
It is also important to set you ‘Match Type’. The default Match Type is ‘Broad’ but with this match type your Ads will show up for all sorts of searches that do not reflect your products or services.
Choose Phrase Match to begin with to mitigate the risk of having too many ‘false’ clicks.
Create an Ad
You must create an ad that will attract your consumers and make them click to go to your website. People are more likely to click on an Ad that has the keyword they used in Google’s search bar.
Be sure to use the main product or service that you offer in one of the two headline fields.
In the Ad description, focus on the key benefits of your product or service and end with a strong call to action.
The Ad should be directed to a landing page that is specific for the product or service that you are offering.
Set Up Conversion Tracking
Set up all the appropriate conversion tracking for your business. Google gives you the following options:
- Webform leads (ex. quote requests)
- E-commerce orders (ex. orders from your online shopping cart)
- Calls from ads (ex. phone calls from the number displayed on your ads)
- Calls from the website (ex. phone calls from the number displayed on your website)
- Imports from sales that occur off of the internet
Add Negative Keywords
Many people forget to do this. Adding negative keywords to the campaign will reduce the number of ‘false’ clicks that you receive. You can read a complete article on Negative Keywords here.
Tracking and Adjusting
Every day you will need to monitor and improve your keywords, bids and Ads to get the best out of your campaign