Google Ads Guide (Part 1): Setting Up Your Ads

So, your business is doing well, and you’ve decided to invest a percentage of your marketing budget into Pay Per Click (PPC) using Google Ads – previously known as Google AdWords So, where do you start?

In this article, we’ll be looking at the initial steps in setting up a Google Ads account.

What are Google Ads?

Even if you’re completely new to Search Engine Marketing (SEM) It is likely you’ll have heard of Google Ads. Google Ads is Googles very own advertising service, which allows you to place ads for your website on search engine result pages.

Google Ads campaigns

Once you’ve followed the initial set of your Google Ads account it’s time to create your first campaign. Before setting up your campaign, you’ll get the chance to select one, of several predefined goals.

These goals will help you when it comes to selecting the type of campaign you wish to run. E.g. If you select the goal Sales, Ad’s will advise you on the best campaign types for driving sales online, in App, by phone or in store.

Your campaign will sit within your Google Ads account and should be made up of multiple different Ad groups (we’ll explain these later). The idea of each campaign is to separate your products and ads. E.g. If you own a clothing store, ‘shoes’ could be just some examples of your campaign title with ‘heels’ and ‘trainers’ being their own Ad group.

Campaign types

It’s now time to select the type of ad campaign you wish to create. Campaign types determine where customers will be able to see your ads,

The current campaign types available in Google Ads are:

  • Search – search campaigns allow you to reach customers who are interested in your products or service via text ads. For the purposes of this article, we’ll be focussing on Search Campaigns.
  • Display – display campaigns allow you to create visually compelling ads across the Google Display Network.
  • Shopping – You can create shopping ads which can help you drive online and in-store sales. Shopping campaigns are great for E-commerce businesses.
  • Video – video campaigns are just that. If your business uses visually compelling video content you’ll be able to use video campaigns to target potential customers via YouTube and across the web.
  • Apps – App campaigns help you drive app installs across Google’s networks.

Targeting & audiences

Targeting is a great tool to help ensure your ads reach the customers you want. The Location setting in the campaign builder allows you to target geographic areas, where your ads can appear. From this tool, you can target different geographical locations.

Example – Let’s say your business is based in London with much of your business being generated in the South. However, you’ve decided you’d like to generate more business in the North of England, such as Sheffield, Leeds and Manchester. From this function, you’ll be able to target these specific locations and tailor your ads to reach more customers.

Using the audience tool within Google Ads allows you to target specific groups of people with your ads. You can target audiences based on interests, intent, demographics as well as remarketing to customers who have visited your website in the past.

Campaign Budgets

Your budget is an amount set for each individual campaign and represents the average amount you’re willing to spend per day in your campaign. Your budget should be an amount you’re comfortable spending per day.

(If you prefer to think of your budget in monthly amounts rather than daily, you can singly multiply your average daily budget by 30.4)

Due to the daily fluctuation of traffic online, Google may allow you to spend double the amount of your daily budget. However, you’ll never be billed for more than your average monthly budget. (One tip to remember when setting your campaign budget, it to start small, Google recommends starting with a daily budget of £10 – £50 if you’re a beginner).

Bidding

When many of us think of bidding, we think auctions. With the prize going to the highest bidder. However, unlike a traditional auction, googles ad auction takes both the quality of your ad and the cost of your bid into consideration when determining the position of your ad.

Put simply, if a competitor sets a higher bid price than you, but your Keywords and ads have a greater quality score you can still win the higher position and pay less.

Understanding CPC

CPC or cost-per-click bidding is the cost you’ll pay each time your ad is clicked. During the setup of your campaign, you’ll be asked to set a maximum CPC (max. CPC) this is the highest amount you’re willing to pay for a single click on your ad so, be sure to set your max. CPC at a rate you are comfortable with.

Mastering Your Ads

Once you have defined your audience and set your budget, it’s time to put your ad copy together. Part two of our Google Ads guide explores everything ad copy, read all about it here…

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