Set Up Your First Google Ads Campaign

Advertising is essential for every business. And advertising is everywhere you could imagine. 

One example is when you tell your friend about the cupcake that you’re selling. That’s advertising. Or when you post a little signage in from of your house about a product or service that you offer. 

Then there’s radio ads, television ads, brochures, and billboards. 

But the rise of the internet changed the whole advertising game. And Google Ads did it best. 

Your competitor is just on the different web page – just a click away! 

Hence, every business right now must have its online presence or should have a website. People are relying on the internet to get information before making a purchase. 

So you are finding ways on how to make your business grow.?

You came here because you want to learn about Google Ads, right?

You are in the right spot because I will go you through a step-by-step tutorial on how to set up your first Google Ads campaign. I will talk about Google ads overview, campaign settings, location targeting, ad scheduling, ad rotation, Google Ad networks, search partners, and more. 

What is Google Ads

Google Ads or formerly known as Adwords is Google’s online advertising platform. This allows you to promote your brand, products or services on Google. C:\Users\lenovo\Documents\ACT Marketing\Downloads from Slides\Blog version M122 - How To Setup Google Ads Campaign (1).jpgGoogle Ads was launched in 2000. It has then become a game-changer in the advertising world as more and more businesses are displaying their ads on Google.

The platform works on an auction-based and performance-based business ad model. Simply speaking, your ads will rank higher on Google’s platform if you are willing to pay more than what your competitors pay. But you will only pay once an action is done on your ads or when a visitor clicks on your ads. 

Why you should use Google Ads

The internet has now become a very large business. And there are a lot of advertising platforms that you can choose to place your ads on like Facebook, Instagram, and Twitter. 

But Google offers more advantage than all the social media outfits combined. 

Just because Google is the number search engine. 

And here are more reasons why you should use Google Ads for your business. 

  1. Google it. 

The word Google has changed from a noun to a verb. It has even become a very popular word nowadays. It has been a part of our lifestyle.  

When a mom wants to buy the best cake in town, she would ‘google it’.

When a student wants to buy a book for her classes, then she will have to ‘google it’. 

Billions of people rely on Google to get information for everything they need. From how to do a science project, where the best hotels are, to how to fix a broken faucet. In other words, it means internet traffic. 

Google can send a bunch of traffic to your website if you know how to use it properly. And if you have the money for the ads. 

  1. Low-cost advertising 

Since it works on a bidding strategy, you can set your own budget on how much you want to pay for your ads. 

You can also set how long your ads will show in Google. 

With the cost per click bidding, you are only charged once a visitor clicks on your ads. A visitor who is interested in what you offer will most likely be clicking on your ads. 

You also have a control on your budget as you can decide on how much you are willing to spend on a daily basis. 

This strategy will work with small budgets and allow you to easily scale in the future. 

Note: This tutorial will focus on cost per click or pay per click ads. 

  1. It is data-driven 

Unlike traditional advertising, where you don’t know how to measure the success of your ads. Google Ads provides you with the information to improve your ads such as their age, gender, location. This will help you target your audience better which results in greater profit. 

  1. Customize your campaign. 

The data provided by Google will help you target your customers better, which results in greater profit. 

Your campaigns can focus on your specific audience such as where they are located and what time do they check the internet. It allows you to focus on the people who are really in need of your product or services. Thus, it is a much targeted approach. 

People will find you by typing in specific terms which are related to your brand or product. 

  1. Businesses are using Google Ads 

This is probably the best reason why you should use Google ads for your business. 

Google Ads’ income has been increasing since it started in 2000. In fact, it is Google’s biggest source of income. In 2019, Google Ads’ revenue is USD134.61 Billion while it earned USD116.46 Billion in 2018. 

I am pointing this out, because it means more and more businessmen trust Google for their advertisements. There is no increase in revenue if there is no increase in people who are using Google Ads. 

A businessman would not continue using this tool if they did not benefit from this. It would not make sense for a business to continue spending money on this platform if they are not earning. 

Google Ads is absolutely a perfect tool for creating visitors and customers for your product. Just use it in the right way. 

Google Ads Structure 

Now before we get into our tutorial, I want to give you an understanding of how Google ads campaigns are structured and should be structured. 

So at the very top, we’re going to have our campaign and this is where we’re going to choose our product or service. We want to have one product, service or offer per campaign. Then inside of our campaigns, we will have unlimited ad groups.

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In ad groups is where we choose who will be our target audience. We’re going to be using key words as our way of identifying our ideal customers. 

Finally, inside of our ad groups, we can have our ads, which is what actually shows up and hopefully gets our ideal customers to click. 

How to setup a Google campaign 

To set up your Google Ads, we will look into a simple 4-step system. 

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1. Offer 

There are two types of prospects that you should go after when using Google ads.

  • Someone with the intent to buy immediately; and 
  • People who plan to buy but are still searching for more information before buying. 

Being specific in what you offer and to whom you offer your products or services are critical to your advertising success. It will help you avoid wasting money on people who are buying in the first place. 

You can always plan the products or services that you are going to sell or to show in your landing pages. And it helps once you have answered these questions: 

  • If you are a services based business, what kind of low cost service or free consultation can you offer to get people in the door? 
  • As an ecommerce business, what product do you have that does a good job of bringing people into your site? 

First, we need to figure out what we are going to offer to people who are doing the Google search to make them click our ad. 

We just need to get that click first but not necessarily make them buy. 

So we just have to look for something that’s going to get that call, email opt, in or initial visit. 

If you’re a services based business, you should be using something called a landing page, where you’re essentially collecting contact information of a prospect. Then you can follow up with them in the sales process

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If you are a product based business, you want to drive them directly to your product page. Note: Don’t drive your traffic to your homepage but to your specific product page. 

So here’s some examples of what you can offer. 

If you’re a services based business, then you’re going to want to offer something called a lead magnet.

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  1. Lead Magnet – best for services based business who have a longer sales process. Offering free consultations or estimates is a great way to get connected with your prospects. 

This is essentially where you’re going to offer something of value in exchange for their contact information, whether this is a free consultation, an estimate, a demo, is going to be a free tool or calculator on your website.

  1. Front End Offer – And this is something you want to think of as your door buster or your first purchase. Like what is the low price thing that you can offer somebody to get them in the door or to get them onto your site. 
  1. Primary Service – if you want to go straight for the sale, then choose your main product or service offering and send people to its sales page. 

Now, if you don’t want to be creative and you want to go straight to your primary service as a services based business, then you’re going to want to choose one service that you provide to local customers.

So this only works, if it’s an actual service that someone has to physically come to your location for, if this is a service that’s done digitally, or can’t be taken care of in one visit, then this is not a good option. 

  1. Big Fish Offer – these are high ticket priced items that give you a tremendous high margin, but you have a low sales volume. And the reason that they need to be high ticket, is because typically the keywords you’re going after for those particular customers are going to cost a lot. Because it’s going to be very expensive to get that customer in the door compared to the first three that we went to.

To sum this up. If you’re a service-based business, we want a landing page, where we collect their name, email, and contact number when it is necessary to call them. 

If you’re an e-commerce business, you have a bunch of products on your site, don’t send people to your homepage and don’t send people to a product category page. Send them to a specific product.

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Key Takeaway: Offers drive action. 

2. Keyword Search Terms 

Google is centered on how keywords work, and how to use them to display the most relevant answer to the searcher. 

Having the right keywords will give you a better chance that your campaigns will be successful. They need to be relevant to rank higher in Google’s page. Your goal is that they will be on the top of the first page. 

Then there’s also negative keywords which are terms that you can add to your campaign that helps filter those irrelevant traffic. This will also ensure that only those who are really interested will see your ads. 

Now let’s talk about search terms and this is where it’s really easy to get caught up in trying to find every single keyword that you should be going after. 

It’s better to have too few keywords than too many, especially if you’re working on a tight budget. And when you are just getting started

So let’s just go through this quick example. We have an ad in the middle and we have all of these potential customers that are searching on Google. 

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Now the length they are from your ad represents how close they are to actually doing business with you, because not all search terms and keywords are created equally. 

Now there are typically three phases in a customer’s journey before they’re ready to click on your ad. 

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So if we break down one of these lines,

The first phase is curiosity and learning where they are still thinking whether or not they even need your product or solution.

Then once they know they need your product or solution, the next phase is shopping around. 

And the final phase is the decision to buy. 

Now what’s important is the type of search that each one of these people are making is different at each phase. 

So what we want to do is make sure we’re only bidding on keywords when they’re actually ready to make the buying decision. Not when they are just shopping or curiosity and learning.

So here’s a concrete example. Let’s say we are a bike shop. 

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  • In red, these people are just curious and learning. They will search for keywords like “mountain bike review” or “mountain biking for beginners”. 

They are just learning about mountain biking. We have no idea what this person wants to buy. 

  • In yellow, fits in the middle. You could possibly rank well for this, if you were doing content marketing, but generally when you’re doing search ads, there’s going to be a lot of competition for that keyword, because it’s so broad, but we’ll still try it.
  • In green, they searched for a specific mountain bike (a fictitious one in this example) and for “mountain bike shop near me”. Both of those searches while very simple represent people who are actually ready to buy, they’re actually looking to buy a mountain bike.

Now, the good news is I have you covered on all of your keyword research with this keyword planner. You don’t need to go using Google keyword planner for the next three hours or try to figure out what you should and should not target.

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We have four main categories in creating our keywords.  

If you’re into service-based businesses and lead generation, we have: 

  1. Location plus service;
  2. Location plus profession. 

For example, we have “Seattle PPC management” or “Seattle teeth cleaning”. Where we specifically call out the city or neighborhood that our businesses are located, and then saying exactly what the person is searching for

If you’re in e-commerce, look for those who are:

  1. Shopping around keywords; and
  2. General keywords around your product or the type of business that you have. 

So if you are selling, for example, a mountain bike, you wouldn’t just want to say mountain bike.

You would want to put the exact type of mountain bike you have and have that ad link directly to that product page.

And so for a concrete example, here’s what that can actually look like. 

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Tip:  You want it to be simple with your keywords. People are not typing in super long searches when they’re trying to fix a problem or looking for a local service. 

Yes, that’s a lot of work, but you’re going to find that you’re going to get the right people coming to your site. Because you want to be connecting with people who are actually looking for your product. 

We are not targeting people who are just generally browsing around, because that’s very expensive to pay for someone else who’s essentially just kicking tires and window shopping.

And here’s an example of what this would look like inside of your ad groups. 

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So you would have one ad group that’s targeting search terms around location plus service, and then you’d have another ad group that targets location plus profession. 

And when we go click by click inside of Google ads, we will be using these exact keyword formulas to build out our ad groups.

After a week or two of running traffic, Google will tell you exactly what keywords you’re showing up for. Every key word your campaign ever shows up for will be right here.

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And this will be an absolute goldmine. 

And really by the end of this tutorial, you’ll see that this is going to be the best way to conduct your keyword research. Because this is going to tell you real world data specific to your business, what keywords are and aren’t working. 

And it’s going to be so much more accurate than what you can get with any paid keyword research tool out there. 

Now, let’s talk about messaging.

Key Takeaway: Specific Keywords Are Best

3. Messaging

This is the final step, before we actually go click by click inside of Google ads. 

Now, the best way to figure out what to say in your ads is to just type in some of those search terms in your local area, to see what ads are already showing up. 

Now you may need to use a VP, if you’re doing it from another country and you’re advertising in a different country to actually get the real results. 

Here is an example of a search in Seattle for PPC management agency.

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So there’s three main things you want to look for.

  • Power phrases. The first thing you want to look for are the power phrases, what is being offered or what results or promises are being made. So here in red, and the first one, we have ROI driven, ROI focused. The next one we have increasing ROI. We have helped businesses grow. We have highly specialized PPC experts. These are all things to try and stand out from the other ones. 
  • Offers. Then we also want to look for offers. The first one, they’re giving a free consultation. The third one is giving a free review and they’re also offering case studies. 

Number two and number four, doesn’t actually seem to have a specific offer.

If I am going to start running ads as a PPC agency, I’d probably want to include an ad that had something about ROI. Then offer either a case study or free consultation. Because it gives the prospect a reason to click and a micro commitment, which means they’re looking for something that’s going to start them on the path to buying.

Features. In this example, we look for credibility and credentials such as the Certified PPC Experts, dedicated account managers. 

Now, when it comes to e-commerce products, you will also do the same thing. 

Here we have mountain bikes for sale and the search was done in the Dallas, Texas area. Something that was really interesting on this search was the very first one, it talked about women and racing.

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So that might be an indication to you, that females might be a really good target demographic for bikes. 

Now in yellow, we see that there are some guarantees being made – a big sale and fast shipping.

Note: If you’re doing e-commerce, a lot of ads that say 70% off or 63, 60% off. These stores just choose two or three products that really nobody ever would buy. Then they put them under a big discount price so that they can ethically say it in their ad.

Two parts of an ad

Now, when it comes to your ads, there are actually two parts. 

  • The main part of the ad and; 
  • Ad extensions. 

Main part of an ad

First, let’s go through the main part of the ad. 

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  • Headline. You can have up to three headlines. But you only need to worry about the first two. This is where you want to describe your offer and use search phrases to call out attention to your ad.
  • URL path. Something really sneaky here is you can put urgency phrases in there, like sale, discount, limited time, or even buzzwords like free. Typically, we found that you can get away with being a little more salesy here in your URL path.
  • Description. You have up to 90 characters. You can describe the reasons why your buyer should click your ad. 

We’ll go through some examples when we actually dive into the Google ads interface and build out your campaign. 

Ad extension or call-outs

For example of call-outs or ad extensions.

So if we go back to our mountain bike example. 

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You can see in ad number three, we have checkout reviews. It talks about who we are, view our case studies, and what services we offer. These are called site links, because someone can actually click on them.

You can also notice that all the ads have site links. 

Call outs are just going to be 25 characters of a standalone title, where you’re going to give some features or just build credibility.

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So, if we are creating an ad for a PPC agency, we would say Google partner, ROI driven, because we saw that everywhere. And then contract free, account ownership, little buzzwords that would get someone potentially excited to actually click on our ad. Then we have site links, which are also 25 characters, which can appear just as little links or they can appear as a link with a little description.

The description that you’re seeing here is just an example, and it doesn’t always show up. So you want to make sure that the title of your site link can stand alone without the description. 

C:\Users\lenovo\Documents\ACT Marketing\Blog\M122\M122_JPEG photos\M122_1 (22).jpgAnd what’s cool about site links is they can link to separate pages. 

Tip. When it comes to your Google Ads’ actual messaging you will always be testing your copy to optimize your conversion

 For a start, just put together something that you think looks great compared to what the competition is.

The most important part is getting in the game and getting some actual data. 

Key Takeaway: WHY Should They Click?

4. Building the campaign

So with that, it’s time to actually build your first campaign. 

Now, if you don’t already have a Google ads account, all you have to do is go to Google and search Google ads, and you’ll be able to set one up for free. 

Once you have an account, you’re going to click on campaigns and then click on the giant blue plus button at the top to create a new campaign. 

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And you’ll be taken to a page that looks something like this, with a bunch of different options on different types of campaigns.

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Tip: Google will always try to do the work for you. That’s the trend that you will notice especially when you’re just getting started. But just ignore this and show Google that you know what you’re doing. 

Settings

The first step is choosing to create a campaign without guidance or a goal. All these other options are just restricting what you can do inside of the campaign.

C:\Users\lenovo\Documents\ACT Marketing\Blog\M122\M122_JPEG photos\M122_1 (27).jpgAnd it automatically puts in settings for you. You don’t need to do that. Don’t let Google make decisions for you, especially when it comes to how much money you’re going to be spinning.

So we’ll go ahead and click on continue. Then select the Search campaign and we’ll click on website visits.

C:\Users\lenovo\Documents\ACT Marketing\Blog\M122\M122_JPEG photos\M122_1 (28).jpgThey’re just going to ask for you to go ahead and put in your website URL. It’s not really important since you’re doing your own research. So let’s click on continue. 

C:\Users\lenovo\Documents\ACT Marketing\Blog\M122\M122_JPEG photos\M122_1 (29).jpgSo the first thing we do of course is give our campaign a name. Here I’m just using a simple naming convention. 

I’m calling it search, because it’s a search campaign. Then you’d go ahead and put your offer in, because you’re only doing one offer per campaign.

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Then we’ll put a number just in case you might wind up making multiple campaigns for the same offer in the future. You can easily keep track. 

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Now we will make the first and arguably most important decision when it comes to setting up our search campaign. And that is unchecking the display network. We don’t ever want to have more than one network in the same campaign.

So we only want to do Search. 

If you want to do display, then you’d make a completely separate campaign for display. 

Because we want to make sure that when we’re running our tests, we can clearly see what keyword and what ad is performing. And when you have this display network in here, it’s just a jumbled mess and you’re not really going to understand what is and is not working.

So we’ll go ahead and uncheck that.

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We’ll go to ‘more settings’. Then we will be able to set our start and end dates, our campaign URLs and dramatics dynamic. 

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There we go. Dynamic search ads. 

Based upon all of the comments and feedback I’ve gotten, the best start date is actually next Thursday. And this is simply based upon, you’re busy. You have other things going on in your week. 

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So let’s go ahead and make sure that our week starts on Thursday. 

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That way you don’t have to jump into your ads account Monday morning to figure out what needs to be adjusted. And it gives you plenty of time to adjust for the weekends. 

So we’ll go ahead and choose whatever the next Thursday is. And then for the end date, you actually want to set the end date two weeks out.

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The reason you want to do this, is because Google will spend your money into oblivion. They will run up your credit card, and there will be absolutely no recourse if you forget. So this is your stake in the ground to make sure your safety net is there in case you forget or just life happens. 

You can always extend the end date or turn the end date off all together.

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The next one we have is campaign URL options. You’re actually going to skip this one. This one is an advanced setting. 

Unless you’ve already got a Google analytics geek working for you, or you have your UTM parameter set up, if that didn’t make any sense, then you definitely want to skip it.

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The next option we have is dynamic search ads. And we’re going to skip this. You always want to make and write your own ads. 

The only time we are ever going to let Google decide what our ad is, is when you’re using a merchant center for shopping ads on an e-commerce site.

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The next we have our targeting and audiences. 

This is actually going to be very important, depending upon the type of business that you have — starting with locations.

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When you’re working with locations, you will have to immediately click on advanced search.

And here you’re going to be able to drop in the specific locations of where you want your ads to show up. So we’re going to click on add book locations here. 

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And here’s a general rule of thumb: if you’re doing business internationally, then you’re going to make one campaign for each one of your countries. 

This is because every country is different. So if you’re advertising to three or four countries, you can have three to four campaigns for that specific country.

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Tip: It’s okay if your keywords and your website and your ads are the same, you just need to segment it by country. 

If you’re doing business in just one country, then you want to list out all of the States, territories, and provinces that you want to target. 

If you’re doing business within a state territory province, then you’re going to target by cities, neighborhoods, and counties.

Then if you’re a local based business, you definitely don’t want to use the radius feature. You want to type in the specific neighborhoods or specific zip codes of who you want to have your ads appearing in front of. 

Depending upon which one applies to you, that’s what you’re going to enter inside of this box. 

C:\Users\lenovo\Documents\ACT Marketing\Blog\M122\M122_JPEG photos\M122_1 (48).jpgHere I’m going to pretend like we’re doing a national campaign in the U.S. I’ll enter all 50 States and go ahead and click search.

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You’ll see it’s 51 because I’m actually including the United States, a country as a whole. 

Then let’s click on target all and save. So now we’re targeting every single state inside the United States. We do want to click on location options, because there’s something sneaky in here that can actually wind up wasting some of your ad spend.

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And that is under ‘Target’. You see right now by default; it says people in or who show interest in. 

What we are after is that someone who is interested in our ads is really in that place. That is extremely important. C:\Users\lenovo\Documents\ACT Marketing\Blog\M122\M122_JPEG photos\M122_1 (53).jpg

If you are local or regional, if you are on a national or international scale, probably not as important, because we’re targeting the entire U.S. 

Here, we’re just going to make sure that we only show the ad to people who are physically in the location that we want. 

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Next, we will go to ‘Languages’. You typically want to just have one to two max, choose the primary language of your ideal customer and move on. C:\Users\lenovo\Documents\ACT Marketing\Blog\M122\M122_JPEG photos\M122_1 (55).jpg

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This is one of the few instances where you can let Google get away with what it has there by default 

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Next, we have ‘Audiences’, and this is something you’re going to want to completely ignore for all of your search campaigns. Audiences are great when you’re doing YouTube ads and display networks. 

When it comes to Google search, using keywords is the best way to go.

So we’re going to skip and use it for discovery ads in the future.

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Budget and Bidding

Now, our last set of settings is going to be dealing with our budget and bidding. 

And this is where we really need to be careful, because Google makes a lot of suggestions here that might be in their best interest, but not yours. 

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The first thing that we should have is the actual budget. This is how much you’re going to spend per day.

If you come to the section, and you see it’s giving or asking for a lifetime budget, that means you made a mistake when setting your start and end dates. 

And you need to go make sure that you didn’t select a lifetime campaign. Because a lifetime campaign, when it ends, it actually ends. 

If you find that your campaign is working, you want it to keep going, not have to duplicate the campaign and start over from scratch.

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So here’s just some quick math on how many clicks or website visitors you can expect based upon different daily budgets. 

Here I’m just going to go with 10. 

And of course, Google immediately says, “Hey, you’re not spending enough money.”

That’s okay, because you can always increase the amount of money that you are spending. 

Google is almost always going to tell you to spend more or let them handle the bidding and budget.

And you just don’t want to do that, because it’s your hard earned cash. So you need to keep control over it. 

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You’ll see, there’s a green check box, letting you know that you have chosen the best bidding strategy. That’s for what you’re trying to do, which means that you need to ignore Google and take some control.

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So we’re going to go ahead and click on select a bidding strategy and click down to manual CPC. This means that we’re telling Google how much we want to pay per click, as opposed to Google telling us how much our clicks cost. 

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Tip: Once you have something that’s working, Google is amazing at optimizing it. But they are not good when it comes to starting out of the gate.

When it comes out of the gate, we need to do manual CPC. 

In here, Google has one more trick off their sleeve. They’re going to automatically check this box, helping increase conversions with enhanced CPC.

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 No, we don’t want that. Of course. 

Now Google is telling us that we’re going to have a lower performance, but that’s okay.  Because we can come back and enable enhanced CPC later on after we know what keywords actually work and what keywords make sense to pay more for.

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So we’re just trying to save our money and figure out what works before we start letting Google use their black box to essentially drive more traffic for us. 

Now, we are in our three final settings: conversions, ad schedule, and ad rotation. 

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Conversions

First, we have conversions, which you need to skip. If you’re just getting started you don’t want to mess with your conversions.

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Ad Schedule 

You only need to add a schedule if:

  • You only want to run ads during your store hours
  • If part of your sales process has sales calls. 
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If you don’t want to be on the hook, make a 12:00 AM call. Then you’re going to make sure you set your ads on times when you’re available to make a sales call.

 Ad rotation

Here, Google will also try to control how our money is spent. 

We’re going to spend it, how we like, and we’re going to click on “Do Not optimize”. 

So what this will do is it will evenly rotate the traffic between your ads. And this will allow you to clearly see which ad is better. When you optimize, Google essentially tries to figure out on its own, which ad works better.

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But 9.9 out of 10 times, we found that it does a really crummy job of doing this. So we pretty much always put on rotation indefinitely. 

We’ll put it on rotation indefinitely because you always need to be changing and checking your ads anyway, that’s a large part of what running a Google ads campaign is. 

Ads and Keywords

So next we have our ads and our keywords.

Site links 

The first thing we’ll do with our ads is choose our ad extensions. 

Ad extensions typically go across the entire campaign as opposed to an ad group basis like our ads, which is why we can choose them here. 

Note: Ad groups contains one or more ads that have the same targets. 

C:\Users\lenovo\Documents\ACT Marketing\Blog\M122\M122_JPEG photos\M122_1 (73).jpgSo if you’ve done anything with Google ads in the past, you will already have some ad extensions here. 

So we’ll start with site links. And you can click on site links.

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You’ll be able to see all of the site links you’ve created in the past or you can click on create a new site link extension and enter your site link information. 

The site link text is always going to show up whenever your site links appear, and then you have your optional description lines. 

It’s very important that your site link text is independent of your description line. 

Then, have your final URL.

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You will need to make at least two of them for them to be activated. 

They have some advanced options here where you can choose time of day or device preferences. But when you’re just getting started, go ahead and leave that alone. 

So let’s click cancel. 

Since I’ve already created some site link extensions, then it will go down to call out extensions. And these are the text extensions that will show up below your description, and they are not clickable.

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Again, you need to have at least two of them. And there’s a 25-character limit. 

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 We’ll go ahead and skip the advanced options. We’ll get fancy later. 

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Call extensions

Finally we have call extensions. Now this is something that’s going to take a little bit to set up, because you need to verify your phone number with Google, but this is the one place where you probably do want to go through the advanced settings. If you don’t want people calling you when you’re at home. So you probably want to set this up.

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So it’s during business hours, if you decide to use a call extension. 

These extensions are at Google’s discretion. This means that you don’t get to choose whether or not these extensions will show up. Google will decide for you whether or not they show up and there’s no penalty for having them.

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You might as well have them because when you get higher in your rankings for your ad, you’ll have a higher probability of these extra extensions showing up. 

And this is just a quick list of the other extensions that you can play with and go through. 

So let’s click save and continue. I’ve chosen a couple of site links and call out extensions to use across the entire campaign. 

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Ad groups 

Now, we’re ready to start making our ad groups.

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Keywords

First, let’s talk about the different types of keywords, because there’s actually different things called match types. 

There are three different types of keywords: broad match modifier, phrase, and exact. 

Broad means Google is going to try and match your ad to almost every search under the sun.

We actually don’t want to do broad match keywords, because that means that you’re telling Google to show your ad whenever there is something related to your keyword. 

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Phrase means that some combination of the keyword search term that you’ve entered needs to be in the actual search. So we’re going to use phrase and exact.

This ensures that your ads are only showing up for search phrases that actually make sense for your business and exact match. 

Someone has to type in that exact phrase, in that exact order, in order for your ad to show up. 

In the exact match, you’re going to get a very low impression rate, which means your ads aren’t going to show up very much. In phrase, you’re going to get a lot more traffic. 

These are the keyword templates that we’re going to be using for this campaign. I’m going to continue the example of a PPC agency. 

So I’m going to use location plus service, location plus profession, and then shopping around. 

If you were doing e-commerce, you would be doing Shopping Around and then have ad groups that specifically describe the products that you are offering.

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Ad Group 1

The first ad group here is going to be location plus service. 

And I’m going to type in “Seattle PPC management”, “AdWords consultant”, and “SEM search engine marketing”,

Then for the exact match, I’m actually going to put it in twice. So going to put Seattle in the front, and then I’m also going to put Seattle on the back.

The way we tell Google that it is an exact match is by putting brackets. So you’ll see that there are quotation marks around the keyword that tells Google that this should be a phrase match.

If we wanted a broad match, we wouldn’t do anything. We would just paste in the keyword and that means broad. That’s how we differentiate our different terms.

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You also have the ability to get some more keyword ideas. 

You can go to the right hand side and type in something very general and very broad like “PPC management” or a “mountain bike”. Then you can go ahead and go through these different keywords and see if any of them make sense with your ad groups.

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Tip: Don’t have any more than 10 unique ones in your ad groups. So you’re going to have a total of at least 20, and that means 10 phrases. And their version of the exact match. 

That’s it! We’re done with our first ad group. 

Ad Group 2

Now, we’re moving to our second ad group. 

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Here, we’re going to do location plus profession. We will just make slight changes to our keywords here. 

Then will type in again, as a phrase, and then as exact. There aren’t many keywords that I’m typing because you don’t need that many keywords. 

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Search terms report is going to be very helpful after we’ve started seeing traffic come in to know whether or not these keywords are working. 

Again, we can go to the right hand side and type in a general term to get some more ideas. 

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So in this group, we could try “PPC advertising agency” or “advertising management” or “advertising company”. Because I don’t have anything about advertising in my current keyword lists.

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Ad Group 3

Finally, let’s go ahead and make our last keyword group. 

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And here we’re just going to be targeting people who are shopping around. 

Then, we’ll type in our keywords here – “PPC management agency”, “top PPC agency”, and include “Seattle”.

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We are trying different things to see which one works. Because after a week or two of running traffic, we’ll actually start to refine and figure out which combinations of keywords actually get us the best results. 

We can worry about optimization and finding more keywords in our search term report. 

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And of course we can always check out what Google has to offer here. 

Then we save and continue. 

Bidding

You probably noticed we’ve been skipping our bid.

When we were doing our campaign settings, we made sure that we took both hands on the wheel and told Google that we want a manual CPC. 

Here is where we’re going to set how much we’re willing to pay per click. 

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You’re paying per click. You’re not paying every time your ad shows up. You’re not paying every time someone makes a sale or someone gives you their contact information. This is just as basic as you can get.

The best place to start is really 2 or $3. So I’m going to put $2 here. 

After a week, Google will start to tell you whether you need to spend more or you’re okay spending less. 

You’ll see this on the right hand side, it will start offering some projections of how much they think it’s going to cost. But 9 out of 10 times, these projections have nothing to do with reality.

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So definitely take them with a grain of salt. So I’m going to go back up here, add $2 per click. 

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You’ll see our average CPC for ad number two went to 18 cents, which I know for a fact is not true at all. 

And then we’ll go up here and enter $2 per click again. This is our default bid per click.

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As traffic comes in, you’ll start to adjust on a keyword basis, and how much you’re willing to pay based upon the actual results you get. 

Then we will click save and continue.

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 And once we do, we’re on the homestretch here. 

Ad 1

Next, we’re going to create our first ad.

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Tip: I recommend having two text ads and totally skipping the responsive ads for now. Responsive ads are still in what I consider beta, even though Google doesn’t say they are. Because they don’t show up all the time. 

As you’ll see, they want a ton of different headlines. So it makes it an absolute nightmare to figure out what headline is actually working.

We will just enter in our three headlines. 

As you noticed, headline number three and description number two are new, which means they’re probably not going to show up, something Google is experimenting with. 

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You have 30 characters for your first two headlines, and then you have 90 characters for each one of your descriptions. 

Your URL path is a great place to create some urgency around your ad. Let’s skip and fill in all of the headlines display URL path.

And of course the two descriptions. So this is what it could look like on mobile. 

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You’ll see “Free Audit”, “ROI driven”, “About Us”, and “Account ownership”. Those are site links. 

Note: On mobile, they’re going to show up as a link. On desktop, you’ll see that there could possibly be some description. 

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Those are the call out extensions. 

This would be an ideal scenario where Google thinks that our ad is just amazing and they want to show everything we have. 

Typically, you’re not going to get all of that especially when you’re just getting started. 

We can go ahead and click on done and create next. 

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Tip: The best way to figure out what to put for your headline and your description. Take your keywords, type them into Google and see what results are actually showing up for those search terms to get some keyword inspiration, not copying. 

Ad 2

We’ll go ahead and create our second ad here. 

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I actually recommend pretty much doing everything the same. You’ll see the only difference here though is in headline one, we’ve added some brackets.

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So you’ll shift bracket to create these special brackets and you’ll want to type in key word, capitalize the K and the w and then the colon and then your actual title. What this is telling Google is to take the search term and make it your headline.

If the search term doesn’t fit in 30 characters, then go with your normal headline. This is a great way to sit for a simple and easy split test. 

In our particular example, someone typed in “Seattle PPC management”. Instead of “Honest PPC management”, the ad would actually read “Seattle PPC management”.

It’s a great way to enter that conversation in your potential buyer’s head, and actually have your ad match exactly their vernacular of how they type things in or how they’re doing their search. 

Then will click create next.

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Then it’s going to ask you to make this responsive search ad.

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 And as we go down here, you’ll see that it wants a bunch of different headlines or a bunch of different descriptions. Just don’t do this. Because Google’s going to rotate things. And you’re not going to know which headline or which description combination is working the best.

So we’ll go ahead and click on cancel 

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And now we’re actually ready to start making our ad groups.

We’re not going to make text ads for the next two ad groups. 

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We’re just going to go ahead and go through and click cancel on both of them.

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Here we’ve only made two text ads for our first ad group. The next two ad groups are blank, and we’ll go ahead and click save and continue. 

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And we can celebrate, because we’ve finally set up our campaign. So it’s going to start next Thursday. It will run for two weeks.

We have it to 50 States and all of the United States, $10 a day, manual CPC, no campaign goal. 

Let’s go ahead and continue our campaign. 

Now the very last thing we need to do is we have two ad groups that have no ads. And the reason we did that is because we didn’t want to have to go through typing things twice.

Let’s go over to the left hand side, and click on ads and extensions. Then select all two of your ads. So you can see the two ads that we made here. Then we’ll select edit, and we will copy. Command C or control C also works.

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 And then we’ll wait for this little message at the bottom to tell us that two ads have been copied.

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Even if you’re using hotkeys, you need to make sure that this little popup shows up.

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 I can’t count how many times I didn’t give the platform long enough to actually do what I wanted it to do, which is actually copy. So once you have that, you’re good to go. We can go over here, click X, and then we can immediately click on paste.

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 And this little popup will show up with all of our campaigns.

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Then we will select the campaign that we’re working on. And we will select the two ad groups that we don’t have any ads for. Click on done. 

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Now, before we hit paste, we do need to check that box. 

If it already exists in the destination, create a duplicate. 

For some reason, we found that in some people’s accounts, even though the ad isn’t in those ad groups, sometimes it says that it already is, and it won’t duplicate.

And it won’t create the actual copy.

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And now, we have our two ads across all three of our ad groups.

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 Key Takeaway: Do ALL Your Research Before Building

And congratulations, you have created your first Google search campaign.

Let this run for two weeks and then come in here and start looking at your impressions and your cost per click. 

Figure out what keyword do you think is going to give you the best results and what ads are getting the best click through rate. 

You’ll pause the ads that aren’t working and then create another ad.

So you always have at least two ads running inside of each one of your ad groups, because you’re always testing for improvements. 

Conclusion 

Google Ads is a great avenue to run your advertisements. The key is to use relevant keywords for what you are offering. 

Running Google Ads takes time, money, and effort. It takes a lot of tests before you can achieve your optimized conversion. 

Success in Google Ads does not happen overnight. It may take 2-3 months before you see some results. And it takes even a lifetime to master it. It is a product of commitment, patience, and the desire to improve your knowledge on how to use this tool. 

What’s important is you start doing it, analyze the results, and keep going. 

I sincerely hope you have a lot more confidence when it comes to putting together your search campaign. 

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.