Table of contents
- Google Ads campaign – what is it?
- Ads on the Search Network – what are the advantages?
- Types of Google ads
- How to set up a Google Ads campaign – first steps
- Settings – Google Ads campaign step by step
- Google Ads Automated – how does it work? What can be achieved?
- Standard and dynamic ad groups – what’s the difference
- Creating text ads
- How to create the ad’s content?
- Effective Google text ad – what do you need to know?
Ads on the Google Search Network are currently one of the most popular methods of advertising. It’s not just easy to use – it’s also the quickest way to get your website in the top search results for a given keyword. It’s an intuitive tool with a wide range of possibilities. How to set up an ad on Google Ads platform? Find out in our guide!
Google Ads campaign – what is it?
Google Ads is a broad platform that allows you to use various types of ads. One of the most popular kinds is a Search ad – an ad that is displayed in search results. They’re displayed to users who type in keywords specified in a given campaign – they appear both above and in-between the so-called organic search results.
Your ad’s placement depends on the amount of money you’re willing to spend and on the level of interest in a given topic. Advertisers who wish to set up a campaign for a given phrase take part in an auction which decides whether specific content is displayed and where it’s displayed.
Ads on the Search Network – what are the advantages?
Why should you choose a Search ad? Its biggest perks include:
- taking users directly to your website, which boosts visibility, traffic, and sales;
- precision targeting options – the advertiser decides who should see the ad;
- easy configuration – setting up a campaign is very simple;
- affordable prices – you can achieve excellent results at a relatively low cost if you set up your campaign properly.
Google is the world’s number one search engine that has billions of visits every day. That’s why advertising on Google is always a good idea!
Why should you invest in Google Ads (formerly known as Google AdWords)? How much does it cost? See for yourself!
Types of Google ads
It’s good to take a closer look at the types of Google ads before you start configuring your first campaign. They may include:
- text ads – ads that resemble organic search results;
- Product Listing Ads – tiles displayed on the top of the page that lead to a specific product in an online store;
- image and video ads – ads shown on the websites of Google search partners (Google Display Network).
You can select a type of campaign depending on your goals. Text ads mostly increase website traffic, shopping ads boost sales, and image and video ads are mainly aimed at increasing brand awareness and improving its image. That’s why it’s so important to determine your priorities first!
How to set up a Google Ads campaign – first steps
Setting up a campaign on Google Ads is not as complicated as one may think. Below you will find step-by-step instructions on how to start with Google Ads.
First of all, log in to your Google Ads account and select “Campaigns”, then click on an icon with a plus sign (+) and a “New campaign” button. After that, you’ll be able to create your very first ad.
You’ll be asked to select an objective for your campaign. You need to decide on the effect that the campaign is supposed to have (sales, traffic, brand awareness, etc.). You can also create a campaign without goal recommendations. In this case, you’ll have to set all the parameters yourself.
The third step is selecting the type of campaign. Google Ads offers a couple of options. Select “Search Network” and click “Next”.
The next step is naming your campaign (to make it easier for the advertisers to tell them apart). In the “Networks” section, unselect Google Display Network. It’s not recommended to include both the Display Network and the Search Network in your campaign, as each of them focuses on achieving different goals.
Once you complete these steps, your Google Ads campaign will be saved to drafts. You can return to the setup any time you want.
Settings – Google Ads campaign step by step
Then it’s time for campaign detailed settings. They allow you to display your ads to specific audience. Before you reach this point, it’s crucial that you know who your target audience is. Of course, you could target a wide audience, but it’s usually expensive and not very effective. What targeting settings are there?
The first field is location. You can direct your campaign at users from Poland, from all around the globe, or any particular location. You can narrow it down to people in a specific region or town. You can also exclude locations – this way you can target a large area with the exception of particular regions within.
The next part is language. Whenever you set up a campaign aimed at Poles, it’s worth selecting both Polish and English, since a lot of people in our country set their browsers to English.
The next section is the audience. It allows you to enter, for example, demographic information or details regarding online activity or interests. It’s another way of narrowing down your target audience. It’s optional, though. You can narrow down the criteria even when the campaign is already running. It is possible to use system suggestions on how to specify the campaign’s target audience. The options available here are “Targeting”, which allows you to narrow the reach of your campaign, and “Observation”, which enables you to monitor the criteria and set custom bids per recipient.
In the next step, you can specify your budget. Enter the average daily budget for your campaign.
Then you’ll need to specify the bid optimization model. There are plenty of options in this regard. For example, you can set a maximum cost-per-click bid (max. CPC bid) or focus on getting as many clicks as possible within a certain budget. If you want to increase sales, conversion tracking will prove useful. Impression share, on the other hand, will allow you to maximize the frequency of ad display.
Once you complete all that, your Google Ads campaign will be preconfigured.
But these are not all the settings and options offered by Google Ads!
Google Ads Automated – how does it work? What can be achieved?
Ad group configuration
We’re almost there! All that’s left to do is configure ad groups taking into account product or service categorization that allows you to accurately match the message to the recipient. You can create standard or dynamic ad groups.
Standard and dynamic ad groups – what’s the difference
Standard ad groups operate on the keywords you enter.
Dynamic ad groups are created based on the analysis of your website’s content. They’re created automatically.
You can set a different bid for every group. Keywords can be used with different keyword matching criteria (e.g. exact match or broad match).
Creating text ads
Ad configuration is not the same as setting ad’s content. The wizard provides you with a preview of what the ad is going to look like in a browser. Select the URL to which the user will be directed and determine the content of the headline and the right ad.
Good to know…
A headline can consist of up to three parts, while an ad description can include no more than 2 lines of text. For each field, a maximum number of characters is provided.
In the case of dynamic ads, the URL and headline are selected automatically. Only the ad description, consisting of no more than two lines of text, is created by the user.
How to create the ad’s content?
Most importantly, remember to adapt it to keywords and target audience. The content should entice the viewer to click on the ad. It’s best when it includes the main keyword. Once you click “Ready”, you can add more ads to the same group.
All that’s left to do after confirming it is wait for the results. Bear in mind, however, that it may take a few days to confirm the ad (usually it’s one business day). It’s good to keep tabs on how a given campaign is doing and what results it produces. You should also remember that even if a campaign spends more than its daily budget on a given day, it will not overrun its monthly budget. A well-configured ad on the Google Search Network should quickly start achieving its goals. Some parameters can also be adjusted while the campaign is running.
Effective Google text ad – what do you need to know?
Google Ads is a tool that offers a wide range of possibilities. Even a simple text ad can be configured and adjusted in a number of ways. With the right settings it’s highly effective. How to optimize your budget?
First of all, remember to:
- emphasize your offer’s unique features;
- use keywords in your ad’s text;
- adjust your ad to the target audience (your client);
- keep your ad consistent with the website to which it leads;
- include a CTA (Call to Action, such as “buy”, “check now”, “sign in”, “get a quote”);
- adjust your ad to mobile device users.
Don’t be afraid to experiment as well! For example, try running the same campaign in various configurations to see which one achieves the best results. This way, you’ll learn how to create effective campaigns in no time! Google Ads tools may prove useful too – on your profile, you’ll find a lot of valuable information on the effectiveness of your ads.
One of the parameters you can follow is Google Ads Quality Score. It’s an indicator of how “relevant” a given ad and website are to the users searching for particular keywords. Of course, it’s only a rough evaluation of your campaign, but it tells you whether the campaign requires optimization.
Good to know…
Google Ads allows you to set up ads even with a very small budget. It encourages users to experiment and explore the wide choice of options available. Moreover, it’s a user-friendly, intuitive tool that is available to everyone.
Even a person without much experience can create a successful Google Ads text ad. But you can also leave it to a team of professionals. Feel free to contact us! 🙂