Here is the easy step by step tutorial for setting up your first Google Ads, earlier known as Google Adwords. Setting up Google Ads is divided into three major steps –
- Setting up your Google Campaign
- Setting up your Google Ad Groups
- Setting up your Google Ads
How to Set up Your First Campaign?
Step 1) Goal
The first thing that you have to do before you start your Google Adwords campaign is to identify your goal. It can vary according to the type of your business and what are your expectations from that. Few of the goals Google Adwords provide are Increasing Sales, Leads Generation, Website Traffic, Product & Brand Consideration, Brand Awareness and Reach and App Promotions. You can learn more about these on our last blog “Confused About Which Google Adwords Goal to Select?”
Step 2) Campaign Type
Google Adwords generally shows you 2 to 4 campaign types dependent on the goal you have selected. These four campaign types are Search, Display, Shopping & Video. If you have selected leads generation as your goal, you might see all 4 types, if you have selected increasing sales as your goal you might see just Search, Display & Shopping. Let’s try to understand the purpose of each –
If you want to show your ads on Google search and Google search partners, this is what you want to select. The ads are generally text ads. Google Search Partners are those companies who have partnered with Google to show your ads. These include Google search websites like Google Shopping, Google Maps, Google Images, and others. These also include AOL, search directory pages and even product pages on Walmart, Amazon, eBay and many other partner websites.
These are visually vibrant and striking ads. They also include images in addition to the text. These ads are generally shown across web including in app and in store.
These ads are shown on Google search and also on Google Shopping. These are meant to increase the sales both online and in store.
These are the ads in the form of videos that allows you to show more information about your product and increase your conversion rate.
Step 3) Ways to Reach Your Goal
There are 4 options available for this and you are allowed to select more than one here.
- Website Visits
- Phone Calls
- Store Visits
- App Downloads
Step 4) Campaign Name
You have to give a campaign name here like ‘Campaign Growth’.
Step 5) Network
It generally shows two types of network that will be used for your campaign-
Your ads will be shown on Google Search. It also gives you the option to include Google Partners.
Yours ads will be displayed on a big network of websites across the internet. These ads will be shown when a user is browsing any of these partner website, or is watching a video, or is browsing apps. There are over 3 million sites as Google Display Partners with reach to over 90% internet users (according to Google.)
The only thing that we have to choose here is whether we want to include even search partners and display partners. My advice for this section is try all the possibilities here to see which one is giving the best results.
Step 6) Location
You can choose here where you want to show your ads. It can be worldwide, or in just one country, or in just one small part of a country. It also lets you add or exclude cities and countries if you want.
Step 7) Language
Select the language you want to target.
Step 8) Audience
8a) This will let you decide what type of audience you can have for your campaign. You can select it on the basis of various options like –
Who they are (detailed demographics)
You can specify the demographics here to target the right user who will be interested in your services. You can narrow down your audience on the basis of their parental status, marital status, education and home ownership status.
What they are actively searching or planning (in market)
It helps you in selecting the right type of in-market audience. You can select any of the various options provided here about what your audience is actively searching on the internet like baby products, travel or any other thing.
How they’ve interacted with your business (remarketing)
It’s about remarketing. We will learn about it later.
8b) Next we halve to decide how do we want to target the above specified audience
Audience Targeting Settings
Google AdWords provide two ways for that Targeting and Observation. Here is the difference –
This setting lets you decide who you’d like to reach with your Google ads or where you’d like your ads to show on the internet. It narrows your audience and thus restricts your reach. It was earlier known as Target & Bid. If you select this option, Google will display your ad only to the audience you specified or the in market audience you just defined.
This setting lets you monitor how your ads are performing for your selected audience, placements and topics. It’s also known as Bid Only. If you observe that your selected in-market audience is doing good, you can increase your bid here or you can change it from Observations to Targeting. If it’s doing bad, it will let you observe that and you will be able to change your settings.
Step 9) Budget
Add the budget you want to spend everyday. Your budget will not exceed this number.
There are two types of delivery method for your budget. You can select either standard delivery and accelerated delivery.
In case of standard delivery, your ads will be shown entire day. Google will make sure that your budget is evenly distributed to show your ads throughout the day and does not get over by morning itself.
In case of accelerated delivery, your ads will be shown as often as possible until your budget is finished which can happen even within few hours as a day starts.
Step 10) Bidding
This part is divided into three parts –
Purpose of your Bidding
Here, you have to focus on your primary goal of your bidding. It will be dependent on the type of campaign you have selected. It can be getting more clicks, conversions, impressions or any other. Generally, Google automatically selects it for you.
Max cost per action
This will be dependent on the purpose of the bidding that you have selected. If it’s getting maximum clicks, it will be max. CPC bid limit, if it’s getting maximum conversions, it will be max cost per action. Similarly it will allow you to set a maximum number for all types of actions available. If you want Google to automatically decide it for you, leave this blank otherwise you can enter the maximum amount you are okay with for a bid.
There are twelve types of bidding strategies available divided into two main categories of Manual & Automatic. These are Target CPA (Cost per Acquisition), Target ROAS (Return on Ad Spend), Maximize Conversions, Enhanced CPC, Maximize Clicks, Target Search Page Location, Target Outranking Share, CPM (Cost-per-thousand-impressions), CPV (Cost-per-View), Target Impression Share and vCPM (Cost-per-thousand viewable impression).
Step 11) Ad Schedule
It gives you an option to decide when do you want to run your ad which can be just for two hours in the evening, office hours, entire day or any other option of your choice.
Step 12) Ad Rotation
This gives you information related to the ad rotation. If you have got many ads under your ad groups, it gives you the option on how to show those ads as only one ad can be shown at a time.
Step 13) Extensions
Extensions let you expand your ad with additional information. Google says you can get 15% higher clickthrough rate by using various type of extensions like –
It takes you to specific pages on your website which can be your contact us page, more product information or anything else.
It lets you include additional text so you can give more details about your product or service.
This allows you to add your contact number in your ad.
Structured Snippet Extensions
You can highlight specific aspect of your product / service with this extension.
This allows you to link your ad to your mobile or tablet app.
It lets your potential customer to send you messages directly from the ad.
It helps people find your you by showing your address, your location on map or the distance of your business from them.
This allows you to show special ads and offers with your ad.
This allows you to share with your audience more information about your product and prices and from that price menu, they can directly go to that product page they have showed interest in.
Step 14) Start and End Date of Your Campaign
You can leave the end date blank if you are planning to let the ads run for a while.
Step 15) Campaign URL Options
It allows you to add tracking information here.
Step 16) Dynamic Search Ads
This option is suitable for businesses with well-developed website or big inventory. In these ads, when someone searches on Google with terms closely related to title or phrases on your website, Google selects the landing page based on that phrase and generate a headline to reflect that searched phrase.
Ad Group Settings
Step 17) Ad Groups
There are two types of ad groups – Standard and Dynamic.
a) Standard Ad Group
In case of standard ad group type, you choose keywords and write text for your ads.
b) Dynamic Ad Group
In case of dynamic ad group, your website’s content is used to create headlines automatically.
Now, give a name to your ad group and enter keywords.
Step 18) Create Ad
It is divided into 3 main parts – Headline, Description and Final URL. Headline is of 30 characters and description for 90 characters. Final URL is the URL of your landing page.
If you still have any doubts related to setting up your Google Ads, please drop us a message.