Best Practices In Creating Campaigns In Google Ads

What is a Campaign In Google Ads?

A Campaign is a set of ad groups (ads, keywords and bids) that share a budget, location targeting and other settings.

To organize categories of products or services that you offer, we use frequent campaigns.

Advantages Of Using Campaigns For Your Ads

Each Campaign can consist of one or more ad groups.

You can run one or many ad campaigns in your Google Ads account.

To run ads using different budgets and in different locations, you can create separate ad campaigns.

Settings like budget, language, location, distribution for Google network and etc are set at a campaign level.

How To Create A Campaign?

To start your Campaign, go to https://adwords.google.com/, find the “Get started now” button, and sign up for a Google Ads account. Once you are logged in, click the “create your first campaign” button.

Steps in brief

1) Select your campaign type and name.

2) Choose the geographic location where you would like ads to show.

3) Choose your “bid strategy” and set your daily budget.

4) Initially, ignore the “Ad Extensions” section and add these after you’ve finished all the steps.

Click “save and continue.”

5) Create your first ad group and write your first ad.

The short version of your ad template:

Final URL: The URL of your targeted webpage.

Headline 1: Up to 30 characters of text.

Headline 2: Up to 30 characters of text.

Headline 3: Up to 30 characters of text.

Description 1: Up to 90 characters of text.

Description 2: Up to 90 characters of text.

6) Insert your keywords into the keyword field in your account.

7) Set your maximum cost per click(CPC).

8) Review everything.

9) Enter your billing information.

Your ads will start showing as soon as you confirm your payment information.

Best Practices

In order to improve your ads quality score and increase the position in the search engine rankings for roughly at the same cost, there are certain best practices by Google to set up campaigns in Google Ads.

1) Fully optimize your landing page for the user experience before going live/Excellent account structure

When determining the quality score, one of the three main things that Google looks out is your landing page’s expected user experience.

  • Clear structure
  • Simple navigation
  • Easy to find calls to action are some of the things to optimize in your landing page for a better user experience.

For example, if your campaign and keywords are for Digital Marketing, and you are sending the users to a page with no mention of digital marketing, your quality score will suffer.

2) Keep the keywords in the headline and description of your Ad copy if possible

Try to have your main keyword in the headline and advert copy whenever possible.

Make sure to have at least one instance of your exact keyword in your copy wherever possible.

3) Use ad extensions wherever possible to fit as many USPs in your copy

Your expected Click Through Rate(CTR) is the third thing that Google looks for.

Keep your advert compelling and enticing enough for the people to click on.

Adding the call out extensions, click to call, site links, structured snippets and more, you can optimize and brief your advert in a way that it reflects more USPs(Unique Selling Propositions).

These extensions explain to your potential viewers why they should select you over your competitor and also can knock a competitor off a page, or provide more information than they are.

4) Keep your ad groups tightly themed with no more than 30-40 keywords in a group (preferably fewer)

Google determines your campaign is set up correctly or not.

Google likes to make sure your keywords and advert copy are relevant and have tightly themed ad groups so that it makes it much easier to see.

5) Set up your bid and rotation settings correctly/Low daily budgets and cost-per-clicks (CPCs)

Make sure you are bidding enough to generate the highest CTR while still remaining relevant and profitable, at the beginning of the campaign which is critical.

It is also important to use the automated bidding tools available in the Google Ads.

Make your Ad available with enough data before adjusting the settings, as campaigns with small data sets may not perform as well as expected.

Setting up your campaign correctly not only enables to manage a client easier in the long run but the budget and performance are much easily optimized.

6) Bid on relevant keywords

Take advantage of Google Ads keyword planner to find related terms.

You could better off bidding on some of these phrases, based on average monthly searches.

Use keyword matching options to target audiences better.

For instance,

There are negative keyword lists (the minus sign), which are the keywords and phrases you’ve chosen to block your ads from showing because you don’t want to be charged if people click.

Negative keyword lists can be set at the campaign level or the ad group level.

7) Schedule your ads

Similar to bidding on relevant keywords, it is the best practice to only run your ads when it’s most beneficial to you.

For example, if your business only operates during standard hours (8 a.m to 5 p.m), you may not want to be running ads at midnight.

8) Start with search network campaigns

When it comes to targeting potential customers for your products and services, the search network is the bullseye.

The prospects on the search network have actually taken an action by searching for a solution to the customer’s problem – already qualifying them as a lead.

9) Ad copy and images matter

Ad copy is responsible for attracting the right audiences while repelling those who won’t convert to customers.

For ads that run on the display network, images are as important as ad copy.

The images you choose for your ads need to grab the attention of the customers to make them click on your ad.

Your ad image must set you aside from the rest of the campaigns out there.

10) Accurate testing and tracking

In most cases when launching a campaign, your initial CPAs (cost per acquisition) are going to be higher than your desired CPAs.

Testing different ads, keywords and bid strategies will help you find the best option to meet your CPA goals.

For Google to properly track the conversions, the Google Ads conversion tags must be properly placed on the thank you pages your customers land on, after taking the desired conversion action on your website.

Example of Google Ads tracking code placed on the thank you page

Google Track Manager (GTM) is a great way to help manage tracking tags.

Its user-friendly interface helps with tracking Google tags as well as third-party tracking and testing.

GTM consist of three parts:

    1) The main tag – It is added to each page you want to collect information on.

    2) Triggers – Determine when the tag is executed.

    3) Variables used to receive and store information used by tags/triggers.

Therefore you can track conversions for campaigns that are not on the web. These include app, phone, and offline campaigns.

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