Google Ads: How to create the best campaign step by step

Rebecca
Rebecca
15 Min Read
google ads campaign

Google Ads is, without a doubt, the star tool in SEM. It can help us get highly qualified traffic, increase the visibility of a brand around the world and, of course, achieve conversions, all at a very low cost.

But although Google Ads campaigns have a very intuitive interface, it is true that there are many parameters to control and that it is difficult to optimize them well from the beginning. So so that you have things very clear, we are going to see some basic concepts to master this tool and a step-by-step guide to creating the best campaigns.

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Important concepts about Google Ads

Keywords

A keyword or keyword is the set of terms that a user enters in a search engine such as Google. It can be a single word, multiple words, or even an entire phrase, for example, “Buying Cheap Travel to New York.”

Keywords are like the “building blocks” of a Google Ads campaign. Thanks to them, Google can know what are the topics that interest a specific user at a certain time and show them ads according to them. Thanks to a good selection of keywords, we will ensure that we are creating truly relevant advertising.

Match types

The match types determine to what extent the term entered by the user in the search engine must match our keyword. We can choose between:

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The search engine advertising is always to text ads. These ads should correspond as much as possible with the terms that the user has entered in the search engine. For example, if you searched for “Buy cheap trips to New York,” you might find an ad titled “Find cheap trips to New York.” On the other hand, if you find something like “Cheap flights to Singapore”, it is most likely that you are not interested.

Within a Google Ads text ad, we can distinguish several elements:

Pay per click

The million-dollar question comes: how much does a Google Ads campaign cost?

The advertising on the Google search engine follows a model pay per click or PPC, that is, we will pay for each time a user does click on ads.

This advertising uses an auction format, that is, all advertisers bid for that space and keyword and decide the maximum price they are willing to pay. From there, Google uses a series of parameters to determine which ads to show and in what order.

The next million-dollar question is, logically, what are these parameters. The crux of the matter is the Quality Score or level of quality.

The Quality Score is a score from 1 to 10 that Google assigns to each keyword in the account. The higher it is, the less we will pay for the ads and the better they will be located in the search engine. This score is determined based on:

Read more: SEA / SEO: How to find keyword ideas?

How to create a great Google Ads campaign step by step

1) set goals

You already know that setting realistic and consistent goals for your business should be the first step in any marketing campaign.

The campaigns Google Ads are very versatile because we can use them to turn to the user at different stages of the funnel.

The most traditional strategy is based on acting on the last phase of the conversion funnel when the user is ready to buy. This allows you to achieve high conversion rates and fast results but has the disadvantage that the competition can be very high. Since advertising is paid on an auction basis, this often has a high cost per click.

On the other hand, we can use Google Ads to reinforce our inbound strategy, introducing keywords that are not related to the moment of purchase but the appearance of the need. The advantage, in this case, is that the competition and the costs per click are much lower.

2) Research your keywords

Good keyword selection can make the difference between success or failure in Google Ads.

In general, it is advisable to start with “brainstorming” techniques and then analyze each potential keyword to get the ones that interest us the most. For the first step, we can use the related searches of Google’s own search engine. To introduce ourselves further, the star tool is Google Ads’ own keyword planner ( Keyword Planner ), although there are also other options such as SEMRush.

To decide if a keyword interests us or not, we must take into account these key aspects:

3) Decide on the structure of your account

To start working with Google Ads, you have to be clear about the different levels of structure within an account.

First of all, we find the campaigns. In general, we must bear in mind that each objective will have a separate campaign. Within the campaign, we can configure these options:

Next, we have the ad groups. At this level, we configure the internal structure of the campaigns according to themes and control the relationship between keywords and ads. My advice here is that you try to create clearly differentiated themes, for example, the different product lines of your e-commerce.

And finally, within each ad group, we will include a list of keywords and ads.

Read More on Toboola ads pricing

4) Set up your campaign

Let’s do it! We are going to see how to create and configure a campaign in Google Ads step by step.

And ready! With this, you already have everything you need for your advertising to start showing in Google Ads, but depending on the account structure you have defined, you will have to spend a while creating and organizing your ad groups.

5) Do A / B tests

The tests A / B or “split test” are one of the most effective ways to optimize your campaigns of Google Ads.

The premise is very simple: it is about doing experiments with some key elements of your ads, such as the calls to action, the title, the visible URL, the landing page,, or the copy. In each A / B test, you will test two identical ads in everything except the version of the element to be tested. If you have more than two variants, you can do a second A / B test and then compare the winners with each other.

For an A / B test to be truly effective, we have to wait until both versions have received a significant number of impressions and clicks before concluding.

With this technique, you will be able to filter which are the creatives and options that really work with your target audience and create increasingly effective Google Ads campaigns.

6) Evaluate the results

Last but not least, don’t make a common mistake when creating campaigns in Google Ads: setting up your ads and forgetting about your account for weeks or months.

No matter how well designed your campaign is, it needs a bit of pampering, attention, and tweaking to do its best. But it’s also no use obsessing over and making premature changes. For this reason, I recommend that you establish regular monitoring moments (for example, every end of the month) to study what is happening in your account and how you could improve.

As you may have already noticed, Google Ads offers many different metrics and it is impossible to be truly aware of all of them at once. Instead, we must choose which are the KPIs that best correspond to the objectives set. In any case, it is always a good idea to control the level of quality and conversions.

You are ready to succeed with your Google Ads campaigns!

 

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Rebecca is an Independent content writer for breldigital, She writes content on any given topic. She loves to write a case study article or reviews on a brand, Be it any topic, she nails it
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