Google Ads Tutorial 2020 (Click-by-Click Campaign Template)

What are Google Ads?

Google Ads (Adwords) is Google’s advertising platform that runs on their search engine. 

Advertisers have to bid on a certain keyword or keywords for their ads to appear in Google’s search results. 

Though it runs on an auction system, it doesn’t mean that advertisers have to pay a higher amount to run their ads. That’s what makes Google ads appealing to every marketer and business owner. 

  • You only pay every time someone clicks on your ads. So, your budget depends on cost-per-click. 
  • You can target a specific location depending on what kind of products or business that you offer. 
  • You can set your daily budget on how much cash you are willing to spend daily. 
  • You are assured of a target audience. Because people who searched or types in keywords will be the people who are most interested in your offer. 
  • Google is the number one search engine in the world. Most people will go to Google for the simplest question that they have in their mind to get answers. 
  • People search Google first before making a purchase. And does make their purchases online. 
Bidding

Yes, Google does use a bidding or auction system to determine which ads will be shown or which order will your ads be shown. 

It’s either on the top or bottom of the search page. You can be on the second. It depends on many factors. But the good thing is, money is not the sole factor on how Google weighs if your ad will be given priority. 

Because if it’s all about money, then the winners will most likely be the one with the biggest ad budget. 

They also use a system called quality score. 

Ad Rank 

How your ads go in the search portal will depend on your ad rank.  Your ad rank will depend on your quality score and maximum bid. 

A quality score is a system that determines how relevant is your ad to what someone is searching for. The higher your quality score, the higher chance that your bid will show up when someone searches for it. 

So, it depends on how competitive your keyword or ad is that success with Google Ads can be assured. At least, everything does not solely depend on how much your budget is. A fair game, isn’t it?

But success means conversion. That is sales and profit. 

Google Ads is just the first step that you can take to help your business move forward. 

The digital marketing world is one interesting place. And thanks to advertising, it becomes more exciting.

But you should not fret if you’re still a beginner competing for a certain keyword or place in the search engine. Because there are strategies that you can use for you to be successful with your Google Ads. 

In this tutorial, you’ll learn how to put together your first profitable Google Ads campaign using Google search ads. 

Campaign Structure 

Here’s a diagram of how our campaign will look as we go through the Google Ads interface. 

This will help you understand the campaign that we’ll set up.

  • We will set up one campaign with three different ad groups. 
  • This is for businesses that want to generate leads. It may be an e-commerce site, a service-based business, or an online store that sells physical products. 
  • We’ll also go through a quick method on how you’ll come up with great keywords. 

Account Build 

You need to have a Google Ads account to start running your Google Ads. 

If you don’t have one yet, all you have to do is go search for Google Ads. And create a Google Ads account. 

Once you have your account, you can sign in. 

Tip: Use the Gmail address where you want to manage your Google Ads account with. 

Once you’re logged in, they will let you go through a hand-holding process to immediately set up your first campaign. But you don’t want to do it though. 

You have to click the part that says you’re a professional marketer. You’ll switch to expert mode. Then, you’ll be presented with the standard campaign creation dashboard. 

This is how the Google Ads interface will look like if you want to create a new campaign. 

To start building your campaign, you need to click the big blue plus button in your campaign interface. 

Then, you’ll create a campaign without a goal. Because you need to put both of your hands on the steering wheel. And make sure that you control all the settings instead of allowing Google to do it. 

Click Create a campaign without a goal.

Then, we’ll select Search. And check Website visits. 

They will ask you for your website, but this is not required. They just want to help you with keywords. 

But as we go to our ad groups, you’ll find out that we don’t need Google’s help in getting our initial keywords. 

Click on Continue. 

Next, we’ll give our campaign a name. 

I like to use a simple naming convention. Search is what you’re targeting here. If you’re doing YouTube or display, then whatever your offer is. 

We only have one product for our entire campaign here. 

Then, we’ll go down to networks. 

We will uncheck Display Network. 

We only want our products to show up inside the Google Search engine. We don’t want our ads to show up on random websites. 

You’ll see another box here that says “include Google Search partners”. 

  • If you’re spending less than $1,000 per month on ads, then you can leave this checked. It will lower your cost per click. But it also means that your ads will show up in places other than Google Search. 

You might see other tutorials that say to always uncheck this. But I’m only trying to make sure that your budget stretches as far as possible. And you get the most chances of success. 

  • If you have over $1000 on budget, you can uncheck this, you don’t need cheaper traffic here. 

The next thing that we’ll look at is the start and end dates. 

Tip: You should have control of your start and end dates. 

So, I recommend starting a day or two out. This way you can make sure that your website and everything else is good

And you have to make sure that you set an end date. 

The end date will be set two weeks after your start date. 

This way, Google won’t keep spending your money. If you get locked out of your account or you forget that your ads are running, Google will just keep charging your credit card. And you won’t be able to get a refund. 

We’ll skip the next two settings because these are advanced. 

Then, we’ll go to our targeting and audience. 

Locations are where I spend the majority of my time in these three settings. 

We’ll click on Advanced Search here. 

Click on Add locations in Bulk. 

Here’s a general rule of thumb. 

  • If your target is more than one country, you only need to have the names of the country. 

No more than five countries. Ideally, you’d have one campaign for each country. Because every country is different. 

Even the US and Canada spelled things differently. I got in trouble one time with a Canadian client. Because I spell things the way Americans spell it. The way English speaking Canadians spell it is a different way. 

  • If your target is only one country, then you want to have all of the states, territories, or provinces listed here. 
  • If your target is a particular county, then you get all the zip codes. But you don’t need to get that detailed with zip codes, you only need this if your target is a small geographical area. 

Tip: Don’t use the radius if you’re a local business. Do the extra 15 minutes of work to get your zip codes. 

Whatever your target locations are, just paste them here. 

For this tutorial, our target is the United States so we’ll drop in all of the US States here. 

Then, we’ll click Target All. 

All of the States are now highlighted. Then, we’ll click Save. 

Now, you have all the states in your settings. 

Next, click on Location options.

 “People in or who show interest in your targeted locations” is what’s automatically on. 

What you need to make sure is that you want to click on “People in or regularly in your targeted area”. This is important if you’re a local-based business, an e-commerce site, or shipping to a specific country. You need people to be in the physical location. 

If you have a hotel, then you need people who are interested in visiting the location you want to target. 

Since this is a tutorial for an e-commerce site, you save yourself a lot of headaches by switching to people in or regularly in your targeted area. 

We’ll leave languages alone. Unless we’re running a campaign that targets a language in a country, state, region, or province. 

We’ll just leave that language in English. 

We’ll also skip audiences. 

Because audiences are for display campaigns not for search campaigns. 

Search campaigns are keywords. So, it depends on who types in the keywords. It always works all day. Unless you remarket. 

Next, we have budget and bidding. 

Let’s start with the budget. 

I recommend you start with five, ten to twenty dollars a day.

Here’s quick math that will show you how much you’ll be spending. And this will depend upon your budget. 

 This won’t be the only time that you can run ads. So, if you have a limited budget for your first campaign, you can find out which keywords and ads are working. You can make your tweaks and try to get more keywords when you have more money. 

Don’t view this as your budget till the end of time. 

What I recommend is if you have $20 a day for two weeks, you can get all the data faster. Then, you’ll know what keywords and ads are performing well. And you can run other ads that have a lower bid. 

For this tutorial, we’ll just bid for $10 a day. 

Of course, Google will say that you’ll do better if you bid for $20. Well, Google will always tell you that it’s better if you spend more money. Because they’ll also make more money. 

Next, we’ll go without bidding. This is the reason why we chose to go with custom settings – for us to have control over how our money is spent. 

We’ll choose a separate bidding strategy. And click on Manual Cost Per Click. 

This is how we tell Google how much we’re willing to pay. 

We’ll uncheck Enhance CPC. Again, Google will tell us that our campaign will suck. Because we try to control a lot of elements. 

But what you want to make sure here is that you use Manual CPC for at least two weeks before you enable enhanced. 

What enhancement does is try to increase or decrease your bids to give you a better click-through rate or conversions. 

When you’re a beginner, you don’t have a baseline for clicks and conversions. So, you don’t want Google to spend a lot of money trying to figure out what works best for you. Plus, you need some advanced conversion tracking on your site for enhanced CPC and CPC conversion to work. 

Next, we’ll skip conversion and ad schedule. These are not important unless you’re a local-based business. 

Ad schedule works if you’re taking up phone calls or when your store is not open so you can’t pick up the phone. 

For ad rotation, we need to make sure that we click on Do not optimize. We want our traffic to be evenly split between our ads so we know which ads work. 

This is another place where Google tries to take away control. They don’t do a good job yet here. So, we have to make sure that we’re in control. We’ll also do an AB split testing between our two different ads. But we’ll get into this more when we create our ads. 

You also have options for site link extensions or call-out extensions. These are advanced settings that you can do with your ads. 

These search ads results show 28% off Skechers or 30% off work shoes. And the bottom line here you can see “Men’s Brooks Running Shoes”, “Men’s Adidas Running Shoes”, “Nike”, and “Asics” are examples of site link extensions. 

These are things that Google will sometimes show in addition to your normal ad text. You cannot control this when they show up or not. Only Google decides whether or not they’ll show it. And they’re not transparent on how they decide about this. 

We’ll skip these for now. You can always go back and add these later to all of your campaigns. 

We’ll click on Save and continue. 

Then, we’ll create our ad groups and decide on what keywords we’re going to target. 

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Let’s go back to our diagram. 

You can see at the top that we have completed putting our campaign settings. Now, we’re at the ad group level. Here, we’ll decide on what our keywords are. 

Don’t worry, I have a little cheat sheet for you. It can be used whether you’re in lead generation for a local service-based business or you’re in e-commerce.  So you don’t have to do a lot of keyword searches. 

Before we get into what our keywords are, we need to learn about the different types of keywords. Google has different types of keywords that you can run. These are exact, phrase, and broad matches. 

All these types tell Google how specific or close an actual search term needs to match the keyword. 

  • Exact match – We do this with a bracket. So, when we are advertising mountain bikes. We use [mountain bikes for men]. Someone has to type the keyword in the right order for our ad to show up. 
  • Phrase match ––  A combination of these keywords has to show up for our ad to show up. We do this with a quotation mark. For example “mountain bike for men”
  • Broad match — This will come out when someone searches for the phrase or similar phrases that are related to your keyword. It helps you reach more audiences. 

Just think of it as broad as any search in the world that’s related to mountain bikes our ad could show up. 

We will start with a phrase, which is a combination of words that we’re targeting. While Exact has to be word-for-word. 

Because we found out that when we use broad keywords, we get a lot of excess trash traffic. So, we have to be specific. 

  • If you’re a local service-based business, you’ll use Location Plus Service and another group for Location Plus Profession. 
  • If you’re an e-commerce, you’ll use Shopping Around keywords. So people who are looking for the best of something on sale can reach you. Then you can have general keywords that relate to your product or services. But I don’t recommend you start with general keywords. 

Now, let’s go back to our interface. 

For this tutorial, we’ll search for clients for a PPC Management agency in Seattle. 

Then, we’ll use phrase match and exact match. 

Our phrases are “Seattle PPC management, Seattle AdWords Consultant, and Seattle SEM marketing. And their exact match. 

What’s important to remember here is that [Seattle PPC Management] is an exact match. It means that someone has to type in the exact phrase for the ad to show up. 

Whereas the phrase match is “Seattle PPC Management” or a combination of these words in the search, the ad will show up. So this is a lot broader. We’ll get a lot of traffic for these phrases than with exact matches. 

Then, you’ll find out after a week or two as to which version of your keywords will perform better. 

Also, you’ll notice on the right-hand side, that you start to get suggestions after you drop some of your keywords. But you can just ignore these suggestions, and use the keyword planner later. 

These suggestions will just be fair and very broad suggestions like paid search or PPC advertising. It doesn’t represent someone who wants to get a service, right? We have no idea what the people are looking for with these keywords. 

So, your keywords should represent someone who wants to purchase your product or service. They’re not just looking around. And avoid “how-to” phrases at all costs. Because they never work out well. 

Once you’re done, you can click on New Ad Group. 

We’ll now create our Ad Group 2. 

And we’ll drop our Location plus Profession here. 

and we’re going to drop in our location plus profession here. 

So, we’ll do the same thing but our keywords will now be PPC Agency Seattle, Seattle PPC Agency, Seattle Marketing Agency, and Marketing Agency Seattle. 

We are switching around the keywords. Because we want to tell Google that we need these exact words in the phrase for our ad to show up. 

Technically, you don’t have to do this. But I’ve run some campaigns, and I saw that switching the order of words in the exact match gets me different results. 

Our last ad group will be for Shopping Around. 

 These keywords use words like the “best” or the “top”. If you’re in e-commerce, this is where you put a sale style keywords. 

Of course, something that we should not ignore is the bid. 

I recommend that we start our bid at $2. 

 Now, if you use the Keyword Planner, and it tells you that you have to pay four or five dollars for your keywords, it’s okay. 

Google will tell you the exact amount to bid for your keywords after a few days of running your ads. And you’ll find out that some keywords are too expensive. 

You can always lower or increase your bids later. Because real data is better than projections. But there’s no point in starting at a higher price. You have no idea if the keywords are worth the price yet. 

Click on save and continue. 

As we go back to our diagram here, we already completed our ad groups and keywords. 

Now, it’s time to create our ads. 

We’ll create two ads. Then, we’ll use these two ads across the three ad groups we created. 

Inside our interface, you’ll see that we have our final URL, headlines 1-3 (but the other two headlines won’t be used), and description lines 1 and 2. 

If you wonder what to put in your ad copy, you can do these steps. 

  • Take your keywords. 
  • Make sure that you’re in your target location or you use a VPN. 
  • Be in private browsing mode so you can change your IP location. 
  • Search for your target keywords. 
  • See what ads come out or are offered. You can check what features, benefits, or buzzwords are used for someone to click on their ads. Then, look for similarities and differences in the ads. 

After a week or two of traffic, you have all the data you need to figure out which type of ad will perform better. 

You can see below that I already put the elements I saw in our examples. 

  • Honest PPC Management 
  • First Month Free
  • PPC Optimization Experts

If you can’t give the first month for free or you can’t get a huge discount, then don’t do it. 

The headline PPC Optimization Experts won’t probably show up. 

Then our description goes like this: “If you don’t get more leads and sales, you pay nothing to work with managers who care”. This is only based on the ads that we looked at for this tutorial. 

The display URL path is a great opportunity to talk about limited-time or discounts. 

This is especially for e-commerce businesses, you see ads that say 60% or 70% off of the same product that you sell. And you might wonder how they do that. 

Well, what they do is they choose a product that nobody wants. Then, they mark it down at a really low price. So, they can ethically say that they have products that are 70% off.

Once we’re done with our first ad, we can click Done And Create Next Ad. 

We’ll create another ad.

We’ll just change up the headline and everything else stays the same. Because you only want to test the headline. 

The headline is the most important part of this process. 

This is a ninja thing that you can do. You can use this type of bracket {}, and put in your keywords. 

What Google does is to dynamically insert the keyword that someone searched into the headline of your ad. Ad log as the characters fit most of the time, it will. 

What these brackets do is place the words that are inside your ideal customer’s head. This is powerful, because when someone types in PPC Management Seattle, the exact phrase that they typed in shows up in the ad. And the more the ads get clicked.  

This is something that we do to make a good split test. 

And we put Honest PPC Management. This tells Google that if the keyword doesn’t fit in the character count, then they can use the original headline. 

Now, we’ll click on Done and Create Next Ad. 

If it asks you to create a responsive ad, please skip this. 

We’ll just click Cancel.

We’ll cancel the other two ad groups. 

We’ll click Save and continue. 

Click Continue to Campaign. 

Now, we have our three ad groups. And only one of our ad groups has ads. 

As we go back to our diagram.

  • We already have our campaigns.
  • We have our three ad groups. 
  • We have created our two ads. But we have to create our other ads. 

Now, let’s go back to our interface and we’ll click on Ads and Extensions. 

Then, we’ll select the two ads we have. 

And we’ll copy them. 

You’ll see a notification at the bottom to let us know that the ads had been copied. 

Then, we’ll click the X of this blue bar here. 

Click on paste.

Then, we’ll list all the campaigns we have. 

Then, we’ll select the campaign that we created. 

And click the two ad groups that don’t have ads yet. 

Click Done. 

If the ads already exist, it’s okay. We’ll click on Paste. 

Now, we have taken the two ads and pasted them to the two ad groups. 

With that, you have your three ad groups. And you have the same two ads in all of your campaigns. 

Because our campaign setting is forcing Google to evenly rotate, you’ll know which one of these ads are working. Then you can start to optimize. 

Finally, we have our entire campaign set up and ready to go.

The next thing we’ll do is wait for traffic to come in. 

Let’s say a week down and you already have the data. 

You only have two columns to look at for you to analyze your campaign results. 

  • Click-through rate (CTR). 
  • Cost per click (CPC).  
CTR 

In the first month or so, your goal should be how to improve your CTR. So, you’ll go through your keywords and see which one gets good CTRs and leave them on. 

If you see a keyword that gets a bad CTR, leave those off. 

Now, what’s good or bad is subjective based on your results. 

If you see keywords that have 3% to 4% CTR, and you see keywords that only have 1% CTR. Then, the one that only got 1% is bad, right?

So, you’ll have to come up with your benchmarks. 

You’ll also do the same thing with your ads. You’ll look at your two ads and check which one has a better CTR. The one with the worst CTR will be turned off. 

Then you create another ad and let it run. Then, whichever gets a lower CTR gets turned off. 

You’ll do this rotation indefinitely. To finally see which ad does perform better. 

CPC

The only thing you need to do is keep an eye on your costs. And make sure that specific keywords don’t drain too much of your budget. 

If you have a keyword that gets a 5% CTR but it costs three times as much as everything else. Even if it’s performing well, it might be outside of your budget. 

So, you’ll have to keep these in mind. Make sure that not too much of your budget goes to one keyword. 

Conclusion 

Advertising on Google can be one of the best things that you can do for your business. 

Good Ads has a user-friendly interface, and it’s easy for 

But the key here is patience. It takes time to get the data and results that you need to better craft an ad that gets the most clicks. 

But we cannot just settle on the CTR, we also have to check if our ads are converting. That is sales. 

We have to look at our optimization strategy and look at each stage of the funnel to determine how successful our campaigns are. 

Here’s a link for you to learn more on how to optimize your conversion especially if you’re a beginner. 

Until the next, keep building the business you love. 

Jason Whaling
 

Jason Whaling is an online marketing expert, consultant, author, and a lifelong entrepreneur. Combining a mix of dynamic business strategy, consumer psychology, and social media marketing, Jason works with people like you to build their personal brands and business.