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Google Ads: How to Set Up a Google Search Campaign

 

Today, we’ll talk about Google Ads.

We’ll focus on Google Search ads - what they are, how they can benefit you, and how you can set up a successful Google Search campaign.

  1. Introduction to Google Ads

    Google Ads is Google’s robust advertising platform. Here are the types of campaigns you can run:

    • Search campaigns - Text ads that appear on the search engine results pages (SERPs).

    • Display campaigns - Remarketing ads that appear on websites that are part of the Google Display Network (GDN).

    • Video campaigns - Video ads that appear on YouTube and other websites that are part of the GDN.

    • Smart campaigns - An easy way to automate ad creation and improve the performance of your ads using Google’s machine learning capabilities.

    • Local campaigns - Ads that help you bring traffic to your brick-and-mortar store.

    • Shopping campaigns - Product listings that appear in the Google Shopping tab. Some of these listings are paid, but you can also create free product listings.

    • App campaigns - Ads that allow you to promote an app across multiple channels.

  2. What are campaigns, ad groups and ads in Google Ads?

    Once you set up your Google Ads account, you can start creating Google Ads campaigns. Each campaign consists of different ad groups, and each ad group consists of different ads (the best practice is to create at least 3 ads per ad group) and keywords.

    For example, you can run a campaign dedicated to each category in your e-store and ad groups dedicated to specific types of the products. Then, you can create at least 3 different ads per ad group. In this way, you can run highly relevant ads that will drive high-quality traffic to your e-store.

  3. Why Google Ads?

    These days, a vast majority of people rely on Google to search for almost everything. Why would you think then that nobody is searching for the products or services you offer?

    You may ask yourself, doesn’t SEO take care of your exposure on SERPs? The answer is yes, but is it enough?

    To answer this question we’ll take a deeper dive into the differences between Search Engine Marketing (SEM) and Search Engine Optimization (SEO).

  4. Differences between SEM and SEO

    SERPs consist of two types of listings - organic and paid.

    SEO helps you get more organic (free) listings. The better your SEO strategy is, the more organic listings you’ll get on the first search results page. If your SEO strategy is exceptional, you can appear at the top three positions on the SERPs. If you do get to the top of the SERPs, it is because Google rewarded you for creating unique, relevant, high-quality content that deserves more exposure and clicks.

    SEM describes the process of advertising on Google (and other search engines). Therefore, SEM listings are paid listings: you pay every time someone clicks on your ad.

    The bottom line is - if done well, both SEO and SEM can drive relevant traffic to your e-store. The only difference is that SEO drives free traffic and SEM drives paid traffic to your website.

  5. Why combine SEO and SEM?

    To maximize your exposure on the SERPs, you need to combine SEO and SEM. If you do so, your website will appear both in the organic results section and in the paid listings section.

    Both ways are effective, but you will get the best results if you use them together.

  6. Google Search Ads

    Google Search ads are text ads that appear on the SERPs - either at the top (above the organic listings) or at the bottom (below the organic listings). The position of your search ads depends on several factors - your bid and quality score are the two most important ones. Your bid is how much you’re willing to pay for a single click on your ad. Your quality score is based on your ads’ relevance, landing page experience, and the expected click-through rate (CTR). Google Search ads are triggered by keywords.

    To create a successful Google Search campaign:

    • Set clear goals. Define what would make your campaign a success - do you want to generate more sales, acquire new customers, build brand loyalty? Once you’ve defined your goals, create a strategy to achieve them.

    • Define how you’ll measure the success of the campaign, i.e., which Key Performance Indicators (KPIs) you’ll measure. For example, you can measure success based on impressions, CTR, conversion rate, cost per conversion (CPC), the average position of your ad, quality score, etc.

    • Set a budget you’re comfortable with. Your average daily budget is the amount you’re willing to spend on your ads on a given day. Your average monthly budget is your average daily budget multiplied by the average number of days in a month.

    • Define your target keywords. You must target keywords that show buying intent. In this way, you’ll reach people who are more likely to buy your products instead of people who are still in the consideration stage of their shopping journey.

    • Write an engaging ad copy with enticing calls to action (CTAs) that incorporate your target keywords.

    • Optimize your landing pages. The overall quality of your landing pages is paramount - remember, Google assesses the quality of your landing pages and the landing page experience to define where to display your ads on the SERPs. Also, a better page experience has proven to lead to more sales and a noticeable increase in customer satisfaction.

  7. Easy steps to create a Google Search campaign

    • Campaign creation:

      • Click + NEW CAMPAIGN

      • Select a campaign goal (e.g., Sales, Leads, Website traffic, Product and brand consideration, Brand awareness and reach, App promotion). Also, you can create a campaign without a goal > Click Continue.

      • Select a campaign type (e.g., Search, Display, Shopping, Video, Smart, and Discovery). Select Search > Click Continue.

      • Select the ways you want to achieve your goal.

    • General settings:

      • Fill in the name of your campaign in the “Campaign name” field.

      • There are two options for networks: Search Network and Display Network. Mark “Search Network”.

      • Click “Show more settings” to select start and end dates of your campaign, adjust the campaign URL options, and access Dynamic Search Ads settings.

    • Targeting and audiences

      • Locations > Select locations to target. Select all countries you ship your products to - it will maximize your reach.

      • Languages > Select the languages your customers speak.

      • Audiences > Select audiences for your campaign. You can create audiences based on interests, habits, search behavior, interactions with your eCommerce store (e.g., which pages the customer has visited), etc. In this way, you can tailor your ad copy to each audience and create more relevant and effective ads.

    • Budget and bidding

      • Budget > Enter the average amount you’d like to spend daily. You can change your daily budget at any time. Note that you can exceed your daily budget on some days, but on others, you’ll spend much less. This way, you won’t exceed your average monthly budget.

      • Bidding > Choose your bid strategy (e.g. Conversions, Target CPA, Target ROAS, Maximize clicks, Maximize conversion value, Target impression share, Manual CPC, etc.). If it’s your first campaign, start with Manual CPC.

      • Click “Show more settings” to access conversions, ad schedule, and ad rotation.

    • Ad extensions

      Set up sitelink extensions, callout extensions, and call extensions for your ads.

      • Add your own ad extensions.

    • Set up ad groups

      • Fill in the ad group name in the “Ad group name” field.

      • Set a default bid.

      • Add keywords. To find the right keywords, you need to consider several factors: keyword relevance, search volume, how competitive the keyword is, cost-per-click (CPC), and more. Also, you need to be mindful of the keyword match types - parameters you set for the keywords you target.

    • Create ads

      • Add the landing page URL in the “Final URL” field.

      • Write the Headlines (30 characters per headline). Make them enticing.

      • Write the Descriptions (90 characters per description). Ensure they’re accurate, informative, and engaging. Include relevant CTAs and try to create a sense of urgency using phrases such as “Order Now!” “Place An Order Today!” “Buy Now!” “Limited-Time Offer!”, etc.

      • Edit the Display path.

      • Select Ad URL options.

      • Click Done.

    • Confirmation

Congratulations on successfully setting up your first Google Search campaign! The last step of the setup process allows you to review your campaign summary (start and end date, locations, languages, budget, goal, bid strategy, ad groups, keywords, etc.) and view daily estimates for clicks and cost.

We hope this guide will help you learn more about how Google Ads works and how it can benefit you. We also hope it will give you the confidence and the expertise to set up your first Google Search campaign.

If you have more questions, please feel free to contact us. We’ll be more than happy to help you!

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