Are you looking to master Google Ads like a seasoned pro? Your search ends here!

Your Guide to Google Ads Success

Just like renowned chef Gordon Ramsay crafts culinary delights for his patrons, you too can create exceptional Google Ads campaigns. Whether you’re a marketing novice or have some experience under your belt, consider this your masterclass in serving up high-converting campaigns.

Get ready to transform your marketing efforts as we delve into this comprehensive guide. We’ll equip you with the knowledge and strategies to satisfy your target audience’s appetite for your products or services.

For a quick start, feel free to download our complimentary PPC 101 guide – your shortcut to grasping the fundamentals.

Step #1: Activate “Expert Mode”

Don Your Chef’s Hat

Starting with a brand new account? Head over to ads.google.com and click “Get Started.” As you set up, Google will tempt you with Smart campaigns. While tempting for those seeking a hands-off approach, the rewards of crafting customized campaigns far outweigh the convenience.

Resist the allure of choosing a “Main advertising goal” as Google suggests. Instead, opt for “Switch to expert mode.”

Don’t be intimidated – you don’t need to be a seasoned expert to follow along. We’ll guide you every step of the way.

Step #2: Campaign Type Selection

Choosing Your Culinary Masterpiece

Imagine your Google Ads account as your culinary playground. You wouldn’t limit yourself to a single dish, would you? Just as your menu boasts diverse options, Google Ads offers various campaign types tailored to specific objectives.

Here’s a glimpse at the diverse menu of Google Ads campaign types:

• Search (Our focus for this guide)
• Display
• Video
• Shopping
• App
• Discovery
• Local
• Performance Max

Google starts by prompting you to choose an objective, which then dictates the available campaign types. Since we’re focusing on Search ads, let’s opt for “website traffic.”

Here are the available options:

Pro Tip: As your account matures, don’t limit yourself. Incorporate a variety of campaign types that align with your PPC goals, just as a well-rounded kitchen produces diverse dishes.

Step #3: Campaign Setup

Prepping Your Kitchen

With your dish chosen, it’s time to prepare your kitchen – in this case, your Google Ads campaign settings. Here are the key ingredients:

• Campaign name: Opt for clarity and easy identification within your account.
• Network: Choose between Google Search and partner networks. The latter expands reach at a lower cost but might impact impression share.

Step #4: Scheduling Your Ads

Setting the Dinner Time

Just as you set a time for your dinner party, you need to tell Google when to display your ads. Maximize your budget by avoiding ad display during low-engagement periods.

Click on “show more settings” to specify your desired start and end dates, along with your preferred ad schedule.

Pro Tip: Remember that the default timezone is based on your account settings. If you’re targeting audiences across different time zones, adjust accordingly!

Step #5: Targeting Location and Language

Curating Your Guest List

Dinner parties involve a curated guest list, and so should your Google Ads campaigns. Don’t waste resources targeting everyone – refine your reach by specifying location and language.

Pro Tip: Select “presence” to target users physically present in your chosen location, not just those with an interest in it. For a deeper dive, check out our guide on location targeting.

While you’ll encounter the “audience segments” section, feel free to skip it for now. Remarketing lists, while useful, aren’t typically employed in search ads.

Step #6: Budgeting Your Campaign

Seasoning to Perfection

Just as a perfectly seasoned dish tantalizes the taste buds, your Google Ads budget should be balanced for optimal performance. Too little, and your campaign might struggle to gain traction. Too much, and you risk depleting your funds prematurely.

Start by determining your monthly budget. Conduct keyword research, analyze industry benchmarks, and estimate your average CPC or CPA. Divide this figure by 30.4 (average days in a month) to arrive at your daily budget.

Budgeting Best Practices

• Do: Understand the dynamics of daily budgets. Google might exceed your daily limit on some days to capitalize on high-performing opportunities, and compensate on others to maintain your monthly average.

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• Don’t: Assume your budget is set in stone. Flexibility is key in PPC. Don’t hesitate to adjust based on campaign performance.
• Don’t: Underestimate the importance of a healthy budget. While cost-efficiency is crucial, a restrictive budget can limit your campaign’s potential.
• Do: Utilize the Google Ads budget report to monitor daily and projected monthly expenditures across your account.

Unlock Our Free Guide: Hacking Google Ads

Step #7: Bidding Strategy Selection

Choosing Your Cooking Method

Just as culinary techniques vary, so do bidding strategies in Google Ads. Determine how Google allocates your budget based on your campaign objectives. To explore your options, select “Or, select a bid strategy directly (not recommended).”

Now, explore the available strategies:

Bidding strategies fall into two main categories:

• Manual bidding: You dictate the maximum CPC bid for each keyword – the highest amount you’re willing to pay per click. Remember, your actual cost might be lower but never higher. While this offers control, setting bids too low can hinder performance.
• Automated bidding: Delegate bid management to Google’s algorithms. Monitor the data to gain insights into click costs.

Think of automated bidding as seeking expert advice when you’re starting out – like relying on a seasoned snowboard instructor before mastering your own technique.

You’ll notice additional settings, such as ad rotation. While often left untouched, this setting can be tailored based on your needs. By default, Google prioritizes high-performing ads. However, you might opt for even rotation when testing new ads or ensuring visibility for specific copy variations.

We’ll address the “ad extensions” section later – those are our secret ingredients for later!

Step #8: Keyword Selection

Gathering Your Key Ingredients

Just as a recipe relies on essential ingredients, your Google Ads campaign thrives on carefully selected keywords. These are the terms your target audience enters into Google Search.

Your screen will look like this:

• Ad group name: Ad groups are like containers within your campaigns, organizing your ads and keywords. For optimal structure, group them thematically and name them accordingly.
• Default bid: If you’re using manual bidding, set individual maximum CPC bids for each keyword.
• Our keyword research guide and the following tips will help you estimate projected CPCs for your chosen terms.

Mastering Your Keywords

• Do: Employ keyword research tools like Google’s Keyword Planner or our Free Keyword Tool. Uncover valuable insights into monthly search volume and average CPC for your core terms.

• Do: Prioritize keywords with clear commercial intent, such as “cost,” “for sale,” and more. If your focus is on local PPC, incorporate location-based keywords like “divorce lawyer boston.”
• Don’t: Solely rely on keywords. They’re important, but leverage other targeting options for a comprehensive strategy.
• Don’t: Overlook bidding when setting up your keywords. Even without setting individual Max CPC bids, your overall bid strategy influences your approach.
• Don’t: Clutter your list with low-volume variations of core keywords. Utilize match types effectively to streamline your approach.

Understanding Match Types

Match types are crucial for capturing relevant searches that might not perfectly match your keywords. They help Google understand the intent behind user queries.

Here are the three match types, from least to most restrictive:

• Broad match: Casts the widest net, displaying your ad for any query remotely related to your keyword.
• Phrase match: Targets queries containing the same meaning as your keyword, even with additional words before or after.
• Exact match: Ensures your ad appears only when a query perfectly matches your keyword’s meaning.

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Pro Tip: There’s no one-size-fits-all approach to match types. Experiment and analyze their performance based on your goals. When in doubt, phrase match offers a good balance between reach and relevance.

Filtering Out Irrelevant Traffic with Negative Keywords

Negative keywords are terms you want to exclude from your targeting. For instance, if you’re promoting CDL training, you might negate terms like “jobs,” “positions,” and “openings” to avoid attracting job seekers instead of potential students.

Begin with a list of negative keywords, and refine it as your campaign gathers data. The Search Terms Report reveals actual user queries, providing insights for expanding your negative keyword list.

Step #9: Crafting Compelling Ads

The Art of Plating

Your dish is prepared – now comes the presentation. In the competitive landscape of Google Ads, your ad copy is your culinary masterpiece’s plating. No matter how enticing your offer, a poorly crafted ad will deter clicks.

Since June 2022, responsive search ads have become the standard, so your ad creation interface will resemble this:

Crafting Click-Worthy Ad Copy

• Do: Adhere to responsive search ad best practices. With their automated display, ensure every element of your ad, from text to images, is captivating.

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• Don’t: Neglect your call to action (CTA). Guide your audience with clear and concise instructions using compelling phrases like “sign up today” or “call now.”
• Don’t: Be afraid to evoke emotions. Stand out on the search engine results page (SERP) by infusing your copy with personality. Draw inspiration from our ad copy examples.
• Don’t: Overdo it. Your ad is your brand’s first impression. Strive for a balance between compelling CTAs and maintaining a professional, on-brand tone.

For CTA ideas, download our free guide: The 36 Best Call to Action Phrases (Ever)

Step #10: Enhancing with Ad Extensions

Adding Delectable Sides

Just as sides enhance a main course, ad extensions elevate your Google Ads game. These additional snippets of information provide valuable details, boost CTR, and make your ads stand out.

Sitelink extensions provide additional avenues for users to engage with your ad.

At worst, ad extensions might not garner clicks. At best, they significantly enhance your ad’s performance. Embrace experimentation!

To incorporate these enhancements, navigate to the “Extensions” section on the left-hand side of your screen. Google Ads will guide you through the process.

Google consistently introduces and refines ad extension options. Stay ahead of the curve by exploring our Google Ads extension cheat sheet – your guide to spicing up your ads.

Step #11: Device Targeting and Beyond

Adding the Finishing Touches

Don’t underestimate the impact of granular settings like device targeting.

When utilizing manual bidding for Search campaigns, you can adjust bids based on user devices or even exclude them completely.

Embrace experimentation and find the perfect blend of strategies to reach your ideal audience. Don’t rule out any options prematurely. For instance, avoid excluding devices without analyzing their performance data.

Pro Tip: For Display campaigns, device targeting is a checkbox within campaign settings. Regardless of your campaign or bidding type, the “Devices” section within Google Ads provides valuable performance insights, allowing for data-driven adjustments.

Step #12: The Importance of Landing Pages

The Sweet Finale: Dessert

Imagine a delightful dinner ending abruptly without dessert. Disappointing, right? Similarly, a stellar Google Ads campaign without an optimized landing page is a recipe for missed opportunities.

While driving clicks is crucial, your website seals the deal. Ensure you’re directing your audience to a high-converting landing page.

Here are some landing page optimization tips:

• Technical Optimization: Prioritize page speed, ensure responsiveness across devices, and maintain a secure browsing experience.
• CTA Focus: Make your desired action (whether it’s a button click, form submission, or another conversion) crystal clear and easily accessible. Don’t let your audience get lost in a sea of information.
• Visually Appealing Design: Seek inspiration from our landing page examples to create a visually engaging and user-friendly experience!

Step #13: Launching Your Campaign

Ready to Serve!

With your billing information in order, hit that “save” button to unleash your campaign into the digital world.

Now what? It’s all about monitoring, analyzing, and optimizing. Here are some final pointers:

• Familiarize yourself with PPC reporting and audits to ensure your campaign’s success. Remember, you can pause or tweak your campaigns at any time.
• Master key PPC metrics to identify areas for improvement.
• Keep an eye out for ad disapprovals that could hinder your campaign’s performance.

Give your campaign time to gather data and optimize based on real-world performance. Patience is a virtue, especially in the world of PPC! Avoid frequent changes – aim for adjustments every two to four weeks (or even longer for new campaigns).

Now, relax, and let your Google Ads campaign work its magic!

Recap: Your Google Ads Journey

Feeling overwhelmed? We’ve packaged the key steps for running Google Ads into a handy takeaway container:

Here’s a quick recap of how to conquer Google Ads in 13 steps:

1. Switch to expert mode.
2. Choose your campaign type.
3. Configure your campaign settings.
4. Set your ad schedule.
5. Target specific locations and languages.
6. Determine your budget.
7. Select your bidding strategy.
8. Add relevant keywords.
9. Craft compelling ad copy.
10. Enhance with ad extensions.
11. Refine with device targeting.
12. Optimize your landing page.
13. Launch your campaign!