Google search campaigns are one of the most popular forms of online advertisements.
This blog, as part of digital marketing tips for beginners, will help you in understanding the steps to create a Google search ad campaign.
We will dive deeper into a number of the foremost vital aspects of creating such a campaign.
Outline your marketing goals
Before you plan a campaign, you must first create and outline overall marketing goals. Set SMART (Specific, Measurable, Attainable, Realistic and Timely) objectives for best results.
How can you set up Google ads? To create a brand new campaign, you need to open your account in Google Ads. Following this, click on the blue+ campaign button.
This will allow you to see the types of adwords to be selected based on your goal. As I want to see my ads at the top of Google's page, I chose the search campaign.
You’ll then be asked to "Select the single goal that would make this campaign successful to you."
Then fill the Campaign Name field by the Adword Campaign name which you have selected.
The most important step by which you can run your Adword Campaign is the networks. Select networks through which your Google Ads will be present in front of the leads. This is the step where you can easily generate your leads through Search Partners.
But displaying ads on search partners can be expensive. This is followed by selecting language and locations which you need to pick. For eg: I only want to select a lead from India or the US.
The next question that arises in the mind of the beginner will be the type of bidding strategy that should be implemented for the budget of the Google Adword Campaign. One can easily adjust their bidding and budget according to the performance of the ads.
In case my Google ad does not work for a specific period, then I am not bound to select the Accelerated Delivery method. There are various plans and programs, which can easily solve our issues regarding the same. Firstly if you “select a bid strategy” and then opt for maximise click, it will surely give you a sample number of bids and clicks within a budget. Either this, or you can opt for the Target CPA (cost per install/ cost per in-app action) that will bring you the best conversion and automatically set your plan.
If you pick an automatic bid strategy, then the Adwords campaign is shown by Google on its own. As I will not spend much on the same, I can run my Adwords faster.
Now comes the time for a manual bid strategy. This gives me the option to maximise my CPC (cost per click) bid amount. After this, you can have the option of Enhanced CPC, which will adjust your bids and increase and promote the leads.
How to go for a bid amount?
Let us take an example of the word “Small Business” and it is my keyword. Now I will search for this keyword in the Google Keyword Planner and will get to know about how many people on an average look for the same keyword every month, its competition and its bids program.
Through this, we can easily graph that the lowest the competition is, the highest is the chance of ranking on Google.
Now schedule the time of the campaign from the start to end date. But in case I want to run my campaign for endless time, then I will go for None as my end date. And if I want to run a seasonal campaign, then I will adjust my end date accordingly.
We can even schedule the date and time to be run on specific days of our liking via the custom schedule option.
When you set a campaign with Google Ads, you have a number of features and want to try each one of them.
Now have a check on the Ad Rotation option. This option is used for multiple ads in the ads group and those that are displayed more frequently. We can even optimise our ads based on its click.
There are more options after Ad Rotation but I will skip them and save to continue.
Now the biggest step is to target and research our keyword that I want to rank on Google. After doing the same, I have plenty of keywords that I can use in the campaign.
Broad match: It will help us in searching the phrase, misspell, synonyms, related searches and so on.
Phrase match: It helps us in showing our ads in results that match our phrase or closely match with it. For this always use quotation marks around the keyword.
Exact match: It helps in showing our ads at exact words or phrases or with very close differences of the keyword and for this, its mandate is to use square brackets for the same.
By using these matches, one should have at least five to 20 keywords for the modifications.
Finally, we reach the step to create Google Ads. For this, you need to have a website URL or a landing page.
Design three headlines with each having 30 characters with spacing between them. Each word should have a vertical bar between them.
Take the help of “Twitter Character Counter” to check your character count.
Now design a URL path on which you will be able to display your Google Ads and present the same to your customers, so they will click on your ads and can have a look at your site.
You can write two more description characters each, which will help you to describe the ads better. It’s a space where customers can ask or can have a query regarding the price or offerings of your products and services.
You have now completed the creation of your ads and in case you have an Adwords account, then don’t forget to set up its billing information.
Click on Finish and create ads. You are all set as a beginner.