Customer Focus Is Critical
In order to get the best results from your Google ad campaigns, you’ve got to be very customer-focused. Ads need to be super specific and as relevant as possible for your brand to even get the attention of users, not to mention, for them to convert. Google Ads offers lots of great possibilities, but you have to know your way around it.
This guide take is going to take you through the process of setting up an effective Google Ads campaign and share some insights that will help you reduce advertising budget losses.
Campaign Structure
Think of your Google Ads campaign structure as a house. The campaign level serves as the sturdy foundation, providing overall support. Ad groups represent the individual rooms within this house, each designed for specific functions. The ad copy is akin to the exterior of the building, while keywords are the interior decor, adding character to each room. Ad extensions are like the extra amenities in your backyard, such as a barbecue grill or a pool.
Although it might seem that the structural details are less important as long as the campaign delivers results, the way you organize your campaign plays a crucial role in its success and affects keyword bidding. Utilizing additional tools for optimization can further enhance your Ads campaign's effectiveness.
Select A Campaign Type
Search Network
Search Network with Display Select
Display Network
Video on YouTube
Shopping
This campaign type focuses on displaying text ads on search engine results pages. It’s versatile for various budgets and particularly beneficial for local businesses. If the settings seem complex at first, use the “Standard” features view.
Best for: Limited budgets, securing top positions on Google, advertising on Google Maps.
This option combines text ads on search results with placements on Google Display Network sites. To enable this, select “Search Network” and activate the Display Network in your settings.
Best for: Medium to large budgets, targeting specific geographic regions or niche markets, expanding beyond your Search Network campaign.
This campaign type allows you to display video ads on YouTube, offering formats like skippable ads during videos or buffer ads between videos.
Best for: Promoting video content, advertising on YouTube.
This type showcases image ads on Google Display Network websites. Since image ads are visually engaging, they can attract more attention compared to text ads.
Best for: Increasing brand visibility, placing image ads on YouTube, targeting specific websites.
This campaign type displays products from your eCommerce store. It requires setting up and linking your Google Merchant Center with your Shopping campaign.
Best for: Online retail stores.
Campaign Goals
Being clear about your campaign goals is essential for determining your settings and influencing the outcomes. Google Ads provides features tailored to various goals, such as driving traffic, generating leads, increasing sales, or building brand awareness.
Setting goals is simple: select the one that best fits your objectives when setting up a campaign. Some users may need to define their goals before choosing a campaign type. After establishing your goals in Google Ads, the platform will suggest features to help achieve them.
For more comprehensive tracking, link your Google Analytics account with Google Ads. This advanced step helps in better tracking and analyzing your ad performance, and you can import GA goals into Google Ads once the accounts are connected.
Audience Targeting in Ad Group
If you’ve been strategic about your marketing, you likely have a well-defined ideal customer profile. This profile includes specific demographic details, interests, purchasing behaviors, and unique needs. Ads will be more effective if they target this ideal audience. Implement audience targeting in Google Ads by adding relevant audiences to your ad groups. Utilize tools like “Audience search” and “Audience ideas” to enhance your targeting and discover new potential customers.
Ads Keywords
There are many different keyword match types:
Broad Match- This type reaches the largest audience by showing ads for any search query containing the keywords, in any order.
Phrase Match- Ads are displayed when users include the exact phrase in their query, though the query can be longer.
Exact Match- This type shows ads only when users search for the exact phrase in the precise order, though minor variations like plurals or synonyms may still trigger your ads. Use square brackets to add exact match keywords.
Now You're All Set!
Creating a successful Google Ads campaign is achievable with a clear understanding of your goals, audience, and a readiness to invest time and resources. Despite the initial learning curve, Google Ads is an effective tool for growing your business and achieving impressive results in a short timeframe.
Here’s to running a successful Ads campaign!