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How to create a campaign in Google Ads in 7 steps

When you search Google, you will notice that some superior results appear. And when you browse other websites, many of them will have displayed ad banners.

And let’s not say about the ads that jump before and after the videos on YouTube. Or the advertising that appears above your inbox in Gmail.

What is all that? These are Google Ads ads.

And you can be the next to appear with your brand on those platforms.

Learn how to create a campaign in Google Ads.

What is Google Ads?

Google Ads is Google’s ad platform.

Created in 2000, it was previously called Google AdWords.

In these two decades, the development of this tool has been brutal, and the name change responds to the application of Artificial Intelligence and the exploitation of Big Data to refine and improve results.

Thus, today it is the most powerful platform for online advertising and offers numerous benefits and resources to professionals, companies and brands to achieve their goals.

Google Ads allows you to create different types of ads:

  • Search Network: Ads that appear in Google search results with the tag “ad.”
  • These ads appear when the user or consumer needs a product or service. It offers an excellent probability of reaching users precisely for companies and brands.
  • Display: ads on portals associated with Google (Adsense) or related web pages.
  • Gmail: at the top of the inbox.
  • YouTube: while viewing the videos.
  • Google Maps: in searches.
  • Play Store: on application platforms.

Google Ads is a great ally to create profitable businesses from home.

How does Google Ads work?

Google Ads allows you to make text or image and sound ads.

Several concepts must be taken into account regarding the operation and the resources offered by the tool.

Let’s go point by point, analyzing what Google Ads offers.

  • Democratization of advertising: Before Google launched this platform, only brands and companies with big budgets could afford to advertise in the media.
  • Google launched a new way of advertising. Advertisers can since then create ads for Google with investment to suit them and it led to small brands also getting visibility. But, in addition, it introduced other concepts such as limiting the number of ads per advertiser to one, seeking equality; and another significant factor: relevance, for which the most exciting ads for users pay less.
  • Geographical location: Google Ads allows you to define where your ads will be displayed. This makes it possible to expressly limit the scope area, obtain a more significant investment return, and develop effective strategies.
  • Thus, it allows segmenting users who are in the radius of interest.
  • Visibility: in addition to the geographical location, it also allows us to discriminate by the search that the user performs.
  • When ads are made for the Google search network, it does not launch the ads to all the people located in the established radius but to those who search for terms or keywords that are of interest to the advertiser. And even keywords that are not interesting can also be marked.
  • Flexibility: Google Ads shows the reach and other data that the ads are getting at all times. They can be edited, paused or stopped at any time. Keywords can also be added and removed on the fly.
  • This was something impossible until then.
  • Pay per click: in search campaigns, they are paid when the user clicks on the ad and visits the website it is directed to. This is quite an advantage.
  • Auction: to establish the payment per click, the cost of this is defined through the auction in real-time. Thus, advertisers who want to appear for a particular search bid for the maximum price they are willing to pay for each click and the relevance obtained from their ads also come into play.
  • Ad scheduling can also be segmented by limiting the days and times when the ads are launched.
  • Demographic targeting: targeting is also completed concerning the target audience for the ads. Thus, it is possible to select people of what age range, gender, and even level of family income the ads will launch.

How to run a Google Ads campaign

Let’s see how to launch a campaign in Google Ads in 7 steps:

CREATE THE ACCOUNT IN GOOGLE ADS

Sign in with a new Gmail account to Google Ads. It directly asks you what type of campaign you want to create, answering a question according to the objective:

  • Receive calls
  • Receive visits in your physical business
  • Receive visits to your website to get sales and subscriptions

When you reply, Google Ads opens an account for you to start launching your campaigns.

If you have a Google My Business account, it will ask you to start a campaign using that data.

The first step in launching a campaign is editing your website. Directly Google Ads shows you a preview of the site to direct the ads.

2. CREATE AN AD

Creating a campaign in Google Ads is as simple as completing the requested fields.

In the left part of the screen, complete the requested data. On the right side you will see the preview of the ad as you edit.

  • Add titles: You can set up to three tags. You have 30 characters to define each of them.
  • Description: two fields to complete. 90 characters for you to launch your message
  • ADD THE KEYWORDS

Add keyword topics to match your ad with searches.

CHOOSE THE LOCATION

If you want your ad to launch in a geographic environment, mark the area.

SET A BUDGET

Google Ads proposes different investments and offers you data on the expected scope. You can also set your budget by hand.

REVIEW YOUR CAMPAIGN

Check all the data and settings of the ad in the preview.

CONFIRM PAYMENT DETAILS

Edit the payment information:

  • Billing country and time zone
  • Tax data
  • Direction
  • Type and method of payment

Your first campaign in Google Ads is already underway.

After that, it is time to earn money online.

Tips to improve your campaigns in Google Ads

Using Google Ads is not tricky, but it is decisive that you learn with practice which strategies work best for you.

Likewise, it is also essential that you observe your campaigns daily and analyze the results obtained, edit the campaigns if necessary, make changes, or make other types of decisions.

Follow these tips to help you new improve your campaigns.

01. CORRECTLY STRUCTURE YOUR ACCOUNT

Although it seems silly, having a well-structured account is key.

In fact, it is the only way you can get the most out of your account.

To have a well-structured account, you should have a campaign with your objective. This can be selling more, getting higher on your email list, etc.

Below the campaign is the ad groups; these ad groups should be arranged to contain a related ad unit.

You could say that each ad group could be a category on your website.

For example, if you have an eCommerce that sells gourmet products and on the one hand, you sell anchovies, on the other nice and the other, fish pate, each of these product categories should be a different ad group.

Within each ad group, you should put several ads with the idea of ​​being able to see which ones give the best result and, therefore, keep the best ones.

Finally, there would be the keywords, you should not have more than 15 keywords per ad group, and all of them must be related to the ads you have.

Think that a widespread mistake is to pay attention to the Opportunities tab that Google gives you, which suggests that you add keywords left and right to your campaign.

This will make it totally out of control and then challenging to optimize.

02. IMPROVE THE QUALITY LEVEL

It is key to the return of your campaigns.

A significant factor in a Google Ads account is the Quality Score of each keyword.

The cost that you pay per click for a specific position of an ad is calculated by multiplying the Maximum CPC by the quality level; this gives you the Ad Rank and depending on this Ad Rank, your ad is positioned more or less above.

The level of quality is essential because the higher this level of quality, the less you pay and the better positioned you are. So by improving the quality level, you can reduce the cost per click and increase the traffic you get from advertising.

Although it is a significant factor, reaching a level 10 is very complicated. In addition to having a well-structured account, this quality level is influenced by your destination website and the comparison with the destination websites of the competition.

Therefore, the advice that I have here for you is that quality does not become an obsession for you: there are times when you cannot do much more than what you are doing.

However, I want it to become a concern and for you to start reviewing it and trying to improve.

0.3 USE THE REPORTS TO OPTIMIZE YOUR CAMPAIGNS

Reports are boring for 80% of people. I know.

However, I also know that you go through the Google Analytics visit report every day expecting to see a barrage of visits.

No, you don’t have to look at the Ads reports every day.

Depending on your budget, you should look at them once a week or once every two weeks and, depending on what you see, optimize the account.

If you have recently started with your account in Google Ads and your budget is not very large, view the reports whenever you want but do not make changes until at least a month has passed.

Making changes too soon can result in missing excellent opportunities.

By the way, the reports in Google Ads are not called Reports, they are called Dimensions, and you can find them by clicking precisely on that tab.

There you will find various reports that will help you make decisions about your account.

04. TAKE USERS TO RELEVANT PAGES

This would also fall within the account structure, but I wanted to remove it at another point because it has particular relevance.

Going back to the previous example, the ads in the anchovies ad group should lead the user to either a specific product or to the anchovies category.

If you put these ads and send the user to the leading web, you will find the anchovies now.

Do not make it difficult for them because it is money that you throw away.

And you throw it twice because the relevancy factor of the destination page will be low, which reduces the quality level, and because the user will leave when they arrive.

The page that the user reaches must be related to the ad you have published and give him what he expected to find.

If you put in your ad “Cantabrian anchovies in olive oil”, do not send the user to a product other than that, do not send it to anchovies that are not from the Cantabrian or that are not in olive oil.

Or another example: if you put an offer of 3 boats of anchovy for € 30, if it later comes to the web, they cannot be found for € 50.

They seem silly, but it usually happens frequently when you have the campaign active and change prices on the web. Then you forget to check the ads and there come to problems.

0.5 WRITE ADS AIMED AT YOUR POTENTIAL CUSTOMERS

When users come to a search engine, they are not expecting to read the best ad of their life. They don’t even expect to find ads.

A user enters a search engine because he has a problem and seeks a solution to that problem or concern.

If you answer that problem in your ad, you will have a guaranteed click, and if your offer is good on your landing page, you will almost probably have a client.

Getting a client is not that simple because then it depends on your offer, the trust your page transmits, etc.

It is clear that if you do not attract their attention to click on your ad, you will not get a customer.

Stay with this, in your ads offer solutions, do not sell the motorcycle that you are the best or have an excellent product/service.

06. MAKE SURE YOUR WEBSITE WORKS CORRECTLY

You cannot imagine the new number of people who have problems on their website and are unaware of them.

For example, a client of mine had problems with his hosting, and the web took a long time to load.

This offers a bad user experience that no one was buying because of these issues.

I can also now tell you that I have sometimes found ads that took me to a 404 page when clicking on them.

This is not intentional, but you should review this point if the campaign takes a while and you have made changes on the web.

In short, ensure very well and consistently that the entire sales process, the landing pages, etc. They are working correctly on your website.

07. MAKE SURE YOUR DESIGN IS RESPONSIVE

They used to say that before it was enough to have a website, “you have to have a presence on the internet”, they used to say.

Now it is no longer enough to have a presence on the internet.

If you want to sell, it is not worth having an unprofessional website, and it is not worth having a website that is not adapted to be viewed on any device.

If this is your case, consider changing the design of your website because if your website does not convey trust and is not seen on all mobile devices, you are losing more than 70% of sales.

Many people invest in advertising but do not want to invest in redesigning their website and for things to work. So not only should you be professional, you should also look professional.

Turn your site into a responsive website.

08. DO A / B TESTS AND STICK WITH WHAT WORKS FOR YOU

How do you think large companies sell more?

Do you think there is a universal rule to believe that one web page will always perform better than another?

Unfortunately, the answer is no. Otherwise, everyone new would be doing the same thing, and you could copy it and sell a lot more.

To know what works better and what does not work, you have to do an A / B test and compare two website versions. The one that sells the most is the one you keep.

And once you have the one that sells the most, you do another test, and again the one that sells the most, you stay … and so on ad infinitum.

The a / b tests are easy to do with Google Analytics, so go ahead, get your batteries started and get started.

09. SET YOUR GOALS AND MEASURE THEM

You will never be successful in a Google Ads campaign or any advertising campaign if you do not have a clear, specific, and measurable objective.

This is a step that you should consider before starting an advertising campaign. But, first, you have to know what you want to achieve with this campaign.

Goals there are many.

KPI’s to measure there are many

And metrics to track you too.

Therefore, you must be clear about your objective and know how much it costs you to achieve it to calculate the ROI of your investment.

10. TRAIN CONTINUOUSLY

This is my last piece of advice, and no less important for that.

Using Google Ads is extremely simple, in fact, as soon as you open the account, they will guide you step by step to create your first campaign and your first ad.

You don’t new need to be an expert to create a Google Ads campaign.

However, if you want to make it profitable and get the most out of it, you need to know what you do and what you play, and for this, you need to train.

In addition, you have San Google to ask any questions you need.

 

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