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Welcome to Week 6 of The Google Ads Masterclass!

This module covers an important aspect of PPC that is often ignored and doesn’t get due attention. While you are busy creating campaigns and tweaking ad variables to improve ad performance, there is one thing that you need to give full attention to, and that’s Google Ads keyword optimization and planning.

Keyword optimization is about more than just finding some keywords to target. Doing it right means you need to understand the searcher’s intent as to why a user is interested in, and then provide the best answer possible.

This module covers everything about keyword optimization and planning, what it is, why it is important, and how to do it.

What is Keyword Optimization & Its Importance

Keyword optimization refers to understanding the purpose behind a user's search and providing the best possible answer or solution based on their search intent. If you don’t understand the intent of the searcher, you'll fail to create a great PPC campaign that brings ROAS back into your bank accounts. It's as simple as that.

Brian Dean has shared a perfect search intent example here. Let’s assume you are hungry and need a quick kale recipe. You run a search query “quick kale recipes” with an aim to find a kale recipe that you can prepare quickly:

search intent 1

You click the first search result and notice that the recipe takes 1.5 hours:

search intent 2

This isn’t what you are interested in. So, you'll naturally click the back button and move to the next search result. This time you click a kale recipe that takes 10 minutes and this is a perfect search result that matches your intent:

search intent 3

This is what user intent refers to.

This example was quite simple. In the real-world, user queries aren’t always straightforward so finding intent gets complicated. Here is another example:

how search intent works

This now gets tricky to find user intent and optimization will become difficult.

The same phenomenon applies to PPC search campaigns. You need to optimize your keywords and campaigns for user intent for the following reasons:

Not to mention, Google is obsessed with search intent optimization and it focuses on addressing the core intent of the searcher in both organic and paid search.

How to Make the Most Out of Keyword Optimization

When you are running a PPC search campaign, you need to identify the most appropriate keywords that address search intent. There are three main types of search queries on the basis of user intent:

  1. Informational queries are intended to acquire information such as weight loss exercises
  2. Navigational queries are intended to reach a specific website such as Facebook
  3. Transactional queries are aimed at buying something such as buying furniture.

It is evident that you need to focus on transactional queries when running ads. These queries are aimed at buying a product or service and such keywords that target transactional intent are known as commercial intent keywords.

The best approach to keyword optimization is to identify and target commercial intent keywords because they lead to a purchase (in most cases). Here is a list of some of the top transactional intent keywords that users use:

These keywords clearly describe the intent of the searcher, he/she is interested in buying. When you target such keywords in Google Ads, you will have a high conversion rate and your ads will lead to sales. And that’s the whole point of running Google Ads, right?

There are two types of commercial intent keywords that you must focus on:

While buy now keywords describe the intent of a searcher to buy a product, the product keywords show the intent of buying a specific product such as iPhone 8.

You need to target both these high commercial intent keywords to boost conversion rate and sales.

Here are a few best practices that you must use for keyword optimization:

How to Find the Most Valuable Google Ads Keywords

So, how do you find the best and most valuable keywords for your Google Ads campaigns that will lead to high performance?

Well, there are multiple ways to find keywords based on intent:

1. Keyword Research Tools

Nothing works better than a sophisticated keyword research tool. Finding the right and valuable keywords isn’t easy especially if you are interested in commercial intent keywords.

Google Keywords Planner tool is your best bet because you are running a campaign on Google Ads, so it is best to look at Google’s keyword data. Access Keyword Planner from Google Ads account by clicking Tools & Settings:

Google Keyword Planner

Enter your desired keyword to identify keyword ideas. You'll see a lot of keyword ideas based on a seed keyword. You can find high commercial intent keywords from the list and check each keyword’s monthly searches, competition, and bid range:

Using Keyword Planner

You can add keywords directly to your campaigns:

keyword planner campaigns

This is a handy tool within Google Ads that lets you find and add keywords with a few clicks. You'll find hundreds of keyword ideas with key metrics for any keyword or phrase.

Google Keyword Planner is just one tool that you can use, there are several others including:

  1. Ahrefs
  2. SEMrush
  3. Moz Keyword Explorer
  4. Majestic

2. Google Analytics

Google Analytics is the second most crucial and useful tool that can help you identify valuable keywords based on historical data. If you have linked your Google Analytics account with Google Ads account, you'll be able to access the Google Ads report from Acquisition > Google Ads > Keywords:

This is where you'll find the most valuable keywords based on behavior, acquisition, and conversion variables. You can identify top keywords based on how they convert:

Keywords with a high goal conversion rate and completion are high commercial intent keywords that you must be focusing on.

You need to regularly inspect this report to see how your keywords perform once you start targeting them.

3. Competitors

Spying on your competitors and analyzing their Google Ads and PPC data provides you with tons of insights and valuable keywords that you might be missing.

There are two ways to see what keywords your competitors are targeting and how valuable they're. First, manually run search queries to see what types of ads your competitors have created and what keywords they're bidding on. Any keyword that they're ranking for is essentially a high-value keyword that you must target or inspect further

Second, you can use a spy competitor tool to get meaningful PPC data. SpyFu is a great tool that gives you a complete overview of your competitor’s PPC including ads, top keywords, ads history, Google Ads advisor, and more:

Table

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You can check successful advertisers and their best ads based on any keyword. A competitor who is spending a lot of money on a keyword means it is a valuable keyword that is delivering big time. Add such keywords in your campaigns.

Such tools are indeed helpful in finding the right keywords for your campaigns and they also help you avoid targeting wrong keywords.

Conclusion

Intent optimization is extremely important for Google Ads success. You can spend thousands of dollars on Google Ads but if your campaigns aren’t optimized for intent and you aren't targeting appropriate keywords, you'll not succeed.

You don’t just have to target a specific type of search queries rather target all three intents. This will ensure that you are attracting an audience for all the funnel stages.

We have prepared a complete intent optimization checklist that has the list of keywords for each intent category. Target these keywords and you'll be good to go.

Welcome to Module 5 of The Google Ads Masterclass by ClickGUARD, where we teach you more about understanding ad variables in Google Ads, an essential step to creating ads that bring all the ROAS to your backyard!

There are several variables that you need to take care of and continuously optimize throughout your campaigns (because you should always monitor and tweak them, to make sure you improve your ad performance and ROAS).  

What are these ad variables, why are they important, and how to monitor and tweak them for optimization are the key topics that are covered in this module.

Let’s get started.

Ad Variables and Their Importance

Ad variables are characteristics and features of an ad campaign that you can tweak for optimization. For example, ad copy is a variable that you can tweak whenever you want.

Here is a list of the main ad variables:

  1. Ad copy
  2. Bidding strategy
  3. Landing pages
  4. Audiences
  5. Design assets

Making sure all your ad variables are in tune with your goals and constantly tweaking them will help you achieve better results in Google Ads. For example, the following ad copy was tweaked, which resulted in a 400% increase in CTR:

Good ad copy example

Here is the new ad copy that outperformed the old one:

tweaked ad copy example

This goes to show that sometimes, even the simplest changes can go a long way. 

But it isn’t always this simple. You never know how your change will impact ad metrics (because, let’s face it, nobody owns a crystal ball). As such, your changes can have a positive impact or a negative one.  

And yet, the only way to know how a change in an ad variable will impact ad performance is to do it.

And this is what makes ad variables such an important part of any Google Ads campaign. They provide you with unlimited options to tweak your campaigns and see what works best and what doesn’t work.

All the Google Ads users have access to the same dashboard, tools, and interface. Even your competitors use the same ad network to run their campaigns. How you use ad variables and at what combinations make all the difference. This is the key to success with Google Ads.

The next sections cover the five ad variables in detail so that you can understand them and know how to use them for better ad performance. 

Leo Burnett Quote Advertising

1. Ad Copy

Ad copy is the text that is used in an ad. It refers to the copywriting of an advertisement that includes a headline, ad body, CTA, and any other text that’s included in the ad. 

Here is an example of ad copy:

Google Ads copy example

The ad copy has multiple types. For example, in the case of a video ad, the video is the ad copy while in the case of a display ad, the creative is the ad copy. It isn’t just limited to text but since Google search ads is the most popular campaign type, therefore, ad copy is mostly used in terms of ‘text’.

Here are the major components of an ad copy (irrespective of its type):

1. Headline

A headline is the most crucial part of ad copy. It is the first thing that a user sees. An attractive and powerful headline persuades your target audience to move ahead and read the ad body.

2. Ad Body

It is the description of the ad that explains the headline and ad copy in detail. Depending on the space availability, the ad body could be short or long.

3. Call-to-Action

A call to action (CTA) is what drives clicks. It tells your audience what action they have to take once they have read the headline and ad description. It is the most important part of the ad copy.

4. Other Components

Google Ads copy components

Google text ads have other components too, which are part of the ad copy such as URL and ad extensions. When you are running a shopping ad, the product name, photo, price, and other extensions are all part of the ad copy that you must write professionally to drive clicks.

How to Nail Ad Copy

The performance of your ad and how well (or poorly) it will perform is tightly related to ad copy. It is a critical ad variable that is directly associated with ad performance, clicks, views, quality score, and conversions.

You have to do an exceptional job for ad copy to make it prominent, compelling, and outstanding. Here are a few tips on how to do it:

  1. Add keywords in the headline and ad body. Using the right keywords in the headline improves CTR as this is how users decide to click or pass an ad.
  2. Use power words in headline and ad copy. Power words trigger an emotional response and boost CTR. It gets hard for your audience to ignore power words as they're immensely persuasive. Check out this list of 400+ power words.
  3. Focus on benefits instead of features. For example, cloud storage is a feature while 24/7 accessibility is the benefit. You need to highlight product benefits as users aren’t interested in features. They want to know how a feature will benefit them.
  4. Use numbers, statistics, and special characters in the ad copy. Using a number in ad copy is a proven tactic that significantly improves CTR. MECLABS increases CTR by 88% by using a number in the ad copy.
  5. Use Google ad extensions as much as you can. It is a free add-on that makes your ad prominent in the SERPs. Though you can’t control the copy of most of these extensions, some are controllable such as structured snippets.

2. Bidding Strategy

Your bidding strategy is another crucial ad variable that determines the cost you are willing to pay per click or thousand impressions. Your bid determines at what position your ad will appear in the SERPs. Higher bids can easily make it to the top position provided they have a decent ad quality score.

Google Ads offers you different bidding strategies that depend on campaign type, targeting, and importantly your primary goal. For example, if you are interested in driving clicks to your website, CPC bidding strategy is ideal for you as you'll be charged per click:

Google Ads Bidding strategies

So, your bidding strategy determines how Google Ads will charge you. There are three bidding strategies that you can choose from which means you can choose to get charged based on:

  1. Clicks
  2. Conversion
  3. Impressions.

Let’s discuss each in detail:

1. CPC Bids

Cost per click bidding is ideal when you are interested in generating clicks or sending traffic to your landing page. In this case, you will be charged on a per click basis. Every time a viewer clicks your ad, you'll be charged irrespective of whether the visitor converts or not. Similarly, even if your ads have several hundred views but no clicks, you'll not be charged anything.

How much will you be charged per click?

It depends on the type of CPC bid you'll select:

  1. Manual CPC bidding
  2. Maximize clicks.

Manual CPC Bidding

You'll select your bid manually for ad groups, keywords, and placements. You'll set a maximum cost per click that you are willing to pay and your ads will be optimized accordingly by Google Ads.

Google Ads manual CPC bidding

Manual CPC bidding gives you control over cost and bids. You can increase bids for profitable ad groups and reduce for others.

When to use manual CPC bidding:

Maximize Clicks

It is an automated bidding strategy where Google Ads will manage cost per click based on your daily budget. All you have to do is set your daily budget and select maximize clicks bidding strategy. Google will ensure that you receive the maximum clicks possible in your specified budget.

Maximize clicks is the best when:

2. Smart Bidding

Paying for clicks isn’t always a good idea as not all clicks convert. A lot of people will simply click your ad and then leave your landing page without conversion. You'll, however, pay for all such clicks.

Therefore, bidding on conversion seems to be a great strategy where Google will charge you whenever a visitor will complete an action on your landing page (=conversion). If you want to focus on conversions, you need to use smart bidding that has five different strategies for conversions:

Target Cost Per Action

It is used to target a specific cost per action (CPA) that you want to target. You'll set your own cost per action that you can afford to pay. It is ideal when you want to focus on conversions. Your bids will be optimized automatically by Google for conversions.

Maximize Conversions

You'll have to set your daily budget and let Google optimize your campaign for conversions by setting bids automatically. Your budget will be optimized to give you maximum conversions.

Target Return on Ad Spend

You'll set a specific target ROAS that’s known as conversion value. Once you set a target return on ad spend, Google will automatically set appropriate bids to help you get more revenue from the ad spend.

Maximize Conversion Value

You can optimize your campaign for maximum conversion value by setting a daily spending limit. Google will optimize your ads by setting bids that will give you the maximum possible highest conversion value.

Enhanced Cost Per Click

This is an optional feature that is available with a manual CPC bidding strategy. The enhanced CPC ensures that you get more conversions. This is done by adjusting your manual bid for clicks. Your bid will be increased for clicks that are more likely to convert and will decrease for clicks that are least likely to convert.

3. Impression Bids

If you want to focus on visibility or impressions, you need to bid on impressions. There are four impression bidding strategies that are ideal for campaigns that are focused on brand awareness, visibility, and views:

Target Impression Share

It is a smart bidding strategy where Google will automatically set your bids to move your ad at the top of the page for increased visibility and maximum impression share. 

CPM

Cost per thousand lets you pay for the number of impressions your ad receives. You'll set a bid per thousand impressions and your ads will be optimized for views. You'll be charged irrespective of how many clicks you receive.

vCPM

It is a manual bidding strategy where you set a maximum bid per 1,000 viewable ad impressions. A viewable ad impression is counted as an impression when 50% of the ad appears for at least one second on the user screen. It is known as a viewable cost per thousand bidding strategy.

tCPM

The target CPM is a bidding strategy that allows you to set a target cost per thousand impressions. Google will optimize your ads to maximize unique reach by keeping your bid equal or lower than your target CPM.

Selecting the right bidding strategy is essential and there isn’t any single best bidding strategy that you can use for all types of campaigns and goals. Ideally, you must link your bidding strategy with the campaign goal such as:

3. Landing Pages

A landing page is a page that users see when they click an ad. By definition, it is a standalone marketing page that is specifically created for an advertising campaign. Here is an example of a landing page:

Google Ads Landing Page example

Since this is the page that visitors land on after clicking your ad, it has to be high-quality and relevant to the ad copy. Not only does ad-landing page relevance improve quality score but it improves conversions.

Here is an example of how ad copy and landing page must be perfectly aligned:

ad copy and landing page copy

If your ad is about Halloween candy sale, the landing page must have Halloween candy available on it so visitors can buy them immediately. Anything else on the landing page will ruin conversions and UX – leading to a high bounce rate that will hurt your ad ranking and quality score.

A landing page has several elements you can tweak to see how these changes impact ad relevance and conversions. Here is how a perfect high-quality landing page looks like and these are the elements that it should have:

landing page copy elements

If you can add all these elements to your landing page, it is great. At least, try adding as many elements as possible to make it look better.

Follow these proven techniques to creating awesome landing pages:

4. Audiences

Your audience is the most powerful ad variable that has a direct link to ad performance. Google Ads provides you with several targeting options so that your ads are shown to the most appropriate people.

Selecting and targeting the right audience is the key to success. Even if you are targeting the right keywords for your search campaign, your campaign will fail if you aren’t targeting the right audience.

Simon Sinek quote buying

Google Ads offers you three key targeting options that include:

  1. Demographics
  2. Affinity
  3. In-market

Demographics

This is the basic audience targeting option that lets you select your audience location, gender, income range, and age group. Selecting the right demographics for your campaign will ensure that your ads are triggered and shown to the right people.

Demographic targeting is linked to the buyer persona. Refer to the buyer personas to identify the most appropriate demographics. This is the information that you'll have in your buyer personas.

When setting location, make sure you select the right option from this list:

Google ads demographics

If you want to show ads to people in a target location, check the second box, else your ads will be shown globally to everyone.

Affinity

You can further refine your audience by selecting interests. Google Ads provides you with lots of affinity options to choose from:

Google Ads affinity

Again, if you have buyer personas, you'll know the interests and habits of your target audience. If you don’t know much about their interests, you can select the most appropriate affinity and see how it works.

It is an ad variable so you can change it based on ad performance.

In-Market

This is an interesting audience targeting option that lets you target users based on their recent purchases and are actively searching for products and services. You can choose from a list of in-market options:

Google Ads in-market options

You can choose to target an in-market audience only or you can mix these up with affinity. However, if you stick with in-market targeting only, it will make your audience too narrow. Your ads will be shown to people who are actively searching for a product or service. You might miss people who are searching for the product for the first time and Google hasn’t recognized them as in-market yet.

Again, it requires testing and you need to carefully analyze your campaigns to see how in-market targeting is working.

5. Design Asset

Design asset refers to the creatives that are used in display ads. It includes logo, buttons, color scheme, icons, shapes, and other creatives that are used to create and design display ads. Here is an example of a display ad that includes CTA, logo, text, and images:

Google Ads design example

The way how your ad looks is crucial.

It has to be visually pleasing and appealing to get attention. Depending on the campaign goal, you have to design your ad appropriately. For example, if your campaign goal is to increase brand awareness, the ad must be prominent so as to catch eyeballs instantly. You don’t necessarily need a CTA on such an ad.

Alternately, if your goal is to generate clicks, the display ad must have a powerful CTA that needs to be the most prominent element on the ad.

A display ad has four essential elements:

  1. Business name or logo or both
  2. Text or ad copy
  3. Image or a photo
  4. CTA
elements of a Google Display ad

It isn’t necessary to have all these elements in your display ad. As discussed, you can skip CTA for ads geared towards visibility and brand awareness. Similarly, you don’t have to add an image in all the ads.

Design isn’t just limited to how your banner looks rather it includes all the design-aspects. Here are some best practices to improve creating stunning display ads:

A/B Testing Your Ad Variables

A/B testing or split testing refers to comparing and testing two variations of an ad variable and identifying which variation performs better. It lets you create a hypothesis and then test it by sending traffic to two different variations. The version that performs better is selected and used further:

AB testing Google Ads variables

Here is how A/B testing works:

how split testing works

The traffic is split and both the variations receive similar traffic. For example, you can create two variations of an ad copy that converts at 1.2%. You need to tweak the desired element in the ad copy (based on data) such as CTA.

Run both the ad variations.

If the change in the ad copy with tweaked CTA converts better, it should be retained. However, if it underperforms, you need to retain the original version and keep using it.

A/B testing is must-have for several reasons:

To begin with, you need to identify what to test. You can’t and should not test an ad variable rather you need to test an element within an ad variable. For example, tweak the headline in your ad copy and test it to identify how a different headline performs.

If you'll test an ad copy with another ad copy that is totally different, you won’t be able to identify the exact element that is responsible for better performance. This is why you must test one element at a time to measure its impact.

Conclusion

Ad variables have the potential to make or break your campaign. Setting up an ad campaign and letting it run is the most ineffective approach to PPC. You need to test and improve your ad performance by running A/B tests continuously.

If you'll not run a split test, you won’t be able to improve, optimize, and scale your campaigns. You'll stay where you are. Besides, ad variables are there for a reason – so that you can tweak them. That’s what a variable is all about.

A/B tests help you measure the impact of your tweak. In the absence of an A/B test, you'll not be able to see how your change in an ad variable affected performance. You'll be making changes forever based on your judgment – and this is the worst-case scenario.

To help you with this, we have created an A/B testing checklist you can just grab and use when you want to split test your Google Ads (and you want that, for sure!). Just scroll up on this page and you'll find the download box in the top right-hand side of the corner -- get it for free and start using it today!

Welcome to Module 4 of The Google Ads Masterclass, where you'll learn how to set up your Google Ads campaigns, according to the type of campaign you choose to run (which is the next natural step after learning how to structure your account) 

This module covers a step-by-step guide with instructions on how to create and set up campaigns correctly in Google Ads. The following types of campaigns are covered:

  1. Search
  2. Display
  3. Retargeting
  4. Smart
  5. Shopping
  6. Video
  7. App

Before we move into the nitty-gritty, you must know the importance of creating a campaign correctly and what happens otherwise.

Why Is It So Important to Set Up Google Ads Campaigns Correctly?

Your high-level campaign details matter a lot. This includes ad groups, keywords, ads, budget, targeting, and all the settings you need to adjust.

When you change something at the campaign-level (via campaign settings), it impacts all the ad groups, keywords, and ads that belong to the campaign. For example, if you exclude a location from targeting at the campaign level, it will be removed from all the ad groups and ads. However, if you exclude the same location from an ad group setting, it will impact the ads within that ad group.

Any settings or tweaks that you make at the campaign level apply to all the ad groups and ads within that campaign. This is primarily why setting up campaigns correctly in the first place is crucial.

As you'll start setting up campaigns, you'll notice the importance of setting everything correctly and how a single change (no matter how minor) influences everything throughout the campaign.

However, what’s more important than campaign settings is the way your campaign is linked to your advertising goals. Each campaign you create has its own objective and selecting the right campaign to achieve your advertising and business goals is the most important step of the process.

If you select the right campaign (to meet your objectives) but set it up incorrectly (e.g. by messing targeting settings), you won’t see any positive outcome. 

Neil Patel quote on marketing

How to Set Up a Search Campaign

If you want to show ads on the Google search results page, a search campaign is the best choice for you. Follow the steps below to set up a search campaign correctly in Google Ads.

Sign in to your ads account and click New Campaign:

Start a Google Ads Campaign

You'll be asked to select a goal. You have two choices:

  1. Select a goal from the list of available goals and then select search campaign
  2. Or, you can skip goal selection and create a campaign without it.

We have covered each campaign type in detail in the previous modules and you know when to use each one, so let’s skip goals and click Create a campaign without a goal’s guidance:

Google Ads campaign tutorial

You can select the campaign type on the next step. Click Search:

Create Google Search Campaign

You'll be asked to select results that you want to achieve from your search campaign. In other words, what exactly you want to achieve from your search campaign. The options include website visits, phone calls, and app downloads.

Check Website visits and enter your website URL. Click Continue to move to the next step:

Set up Google Ads campaign for website visits

You'll arrive at the campaign settings page which is the first step (out of four) of the setup process:

Setting up Google Search campaign

Campaign Settings

This step lets you manage the following settings:

  1. General settings
  2. Targeting and audiences
  3. Budget and bidding
  4. Ad extensions

Let’s cover each in detail:

Here is an overview of the general settings of the campaign that include its name, networks, start and end dates, campaign URL options, dynamic ad, and scheduling:

Give a name to your campaign according to the account structure you created in module 3 and uncheck Display Network since you are running ads on the search network only. Keep Include Google search partners checked as it will increase your ad reach:

Google Ads campaign settings search network

Add an end date to avoid running your campaign forever:

Leave other settings as they're and move to the Targeting and audiences. It has three critical settings: Locations, languages, and audiences.

The Locations let you target a specific location, country, state, city, region, or postal code. You can also target all countries and territories or exclude a location:

Google Ads Search location settings

Select the right Target option from the list and Exclude option:

Google Ads Search Location Exclusion

If you have a local business or if you target people in a specific location, choose Presence: People in or regularly in your targeted locations, so that your ads are shown to people who are located in the location.

Select language that your customers speak:

Select audiences based on demographics, affinity, in-market, and similar audiences:

Google Ads Audiences

Select audiences targeting settings. It is recommended to stick with the Observation and later narrow the reach based on data:

Google Ads Targeting vs Observing

Enter budget in the Budget and bidding section. The amount you add represents what you can spend on a daily basis:

Budget and bidding setting in Google Ads

Next, select bidding with a focus on clicks and add maximum CPC:

Budget and bidding setting in Google Ads 2

You can also switch to impression share for a search campaign where you can bid specifically for the top page, top position, or anywhere on the results page:

Google Ads Setting focus

Finally, you can add relevant ad extensions:

Google Ads extensions set up

Once all the campaign settings are done, click Save and Continue to move to Step 2.

Set up Ad Groups

There are two ad group types: Standard and Dynamic. Select Standard as it is easy to manage and gives you more control over ad groups. Also, give a name to your ad group based on the structure you developed:

Set up ad groups in Google Ads

Next, add keywords that you want to target for this ad group. You can add a product or service to get relevant keyword ideas. It is recommended to use your buyer persona for the keyword list:

set up Google Ads keywords

You can add more ad groups and add keywords similarly for all the ad groups:

New Ad Group Google Ads

You can view Daily estimates for each ad group in the right sidebar that shows you clicks per day, cost per day, and average CPC:

Google Ads Daily Estimates

Click Save and Continue when you are done.

Create Ads

This is the third step where you'll create your ads for all the ad groups. You can choose between responsive search ads or text ads. Responsive search ads let you add multiple headlines and descriptions that Google matches randomly for relevance. The headlines and descriptions are matched randomly without any order.

Text ads are recommended as they allow you more control over your ads. Your text ad will appear as-is with the same headline and description.

Switch to text ads and create no more than 3 text ads per ad group. Click New Ad to create a text ad:

Create text ad Google Ads

Each text ad has a final URL, 3 headlines, 2 descriptions, and an URL display path:

Google Text Ad Elements

You can preview the ad for both mobile and desktop in real-time, to see how it looks. Once you have created an ad, click Done and Create Next Ad:

Google Ads text ad setup

After creating all the text ads for all ad groups, click Save and Continue to move to the next step.

Review

This is the 4th step in the campaign setup process where you'll see a complete review of your campaign before publishing it. You'll see suggestions at the top that will help you improve campaign performance:

Google Ads Review Stage

It is highly recommended to fix all the suggestions to improve campaign performance.

You'll see an estimate of total clicks and cost per day along with an overview of the campaign:

Google Ads setup estimates

Check and verify the number of ad groups, number of keywords, and number of ads:

Google Ads setup checks

Click the arrow to review more details:

Google Ads campaign review

If you want to change anything, click Back or simply click the Step from the top menu to go to a specific step:

Google Ads campaign setup edits

Once everything is finalized, click Publish to finalize your campaign:

That’s how you'll create a search campaign. The process to set up other campaign types is mostly like these except for a few changes.

How to Set Up a Display Campaign

The initial steps are similar to setting up a search campaign. Click New Campaign > Create a campaign without a goal’s guidance > Display.

You'll then be asked to choose between Standard vs. Gmail campaigns. A Standard display campaign is recommended unless you only want to have your ads shown in people’s inbox:

Google Ads setup display campaign

Add your website URL, and click Continue:

It has a two-step process that begins with campaign creation. Give a name to your campaign based on the structure, select location, and languages:

You can choose to bid for High Quality Traffic or Viewable Impressions. Traffic is ideal for clicks while impressions are suitable when you are trying to improve brand awareness and want people to see your ad only:

Bidding Options Google Display Campaign

Select your bid. Go with manual bidding as it lets you control your cost:

Google Ads Manual bidding

Set your daily budget, ad schedule, start and end date, devices, ad rotation, and exclude content if you don’t want to show your ads for specific content type:

Next, you'll create an ad group. Give a name to your ad group based on the account structure:

create ad group google display campaign

Select target audiences from the Audiences section. You can browse audiences or search for your target audience via keywords, interests, or other variables:

Google Display Ads Target Audiences

You can also select detailed demographics for targeting that include gender, age, parental status, and household income:

Google Display Ads Demographics

The Targeting expansion lets you increase reach by reaching similar audiences that you have selected. Use this for brand awareness campaigns as you'll be able to show your ad to more people. Targeted campaigns aimed at generating sales must have a specific reach:

Add your Ad group bid. You'll see an average bid based on your targeting options. It is recommended to stick with the average bid or maybe a little higher:

Google Display ad group bid

You can check estimated ad performance on the right sidebar. Tweak your bid to see how it fluctuates your ad performance and impressions:

Once you are done with the bid, you'll have to create your ads. You can create Responsive display ads or upload your display ads:

Google Display responsive ads

Upload your ad and add URL:

Google Display upload ad

Check Google’s display ads specifications here to understand ad sizes. Only correct display images will be uploaded. Once you have added images, click Add to Ad Group to create an ad group:

You can create more ad groups by clicking New Ad. Once you are done, click Create Campaign:

Google Display create campaign

Review your ad on the next page that shows you a full summary of your campaign:

Click Continue to Campaign to finish setting up your display campaign.

How to Set Up a Retargeting Campaign

You can create both search and display retargeting campaigns. But before you can create a retargeting campaign, you need to set up a Google Ads tag that lets you add website visitors to the remarketing list.

Click Tools & Settings and Audience manager under Shared Library:

Set Up Google Retargeting Campaign

Click Audience sources and select Set up Tag:

Retargeting Campaign Audience Sources

Check Only collect generate website visit data to collect general data about the visitors. There are certain industries where you can collect more specific data. These include education, flights, hotels, jobs, local deals, retail, and travel. You can create your custom actions too if your sector isn’t listed.

If you need more specific data, check the second checkbox, and click Save and Continue:

Google Remarketing Data

Select how you want to set up a tag. The best and easiest option is to install it yourself by putting the code in between <head></head> tags on your website:

Install Google Remarketing Tag

Copy your code and click Continue. Finally, click Done:

You have successfully installed the Google Ads tag. You have to create a remarketing list that is the collection of website visitors that you use for remarketing campaigns.

Click Audience lists from Audience manager. Click Add button and select your desired remarketing list:

Select Website visitors, give a name to the audience, select List Members:

Select Visitors of a page to track people who visit a page on your website. Enter URL you want to track:

Google Ads Setup Page Visitors

Click Create Audience to create your list.

Once you have created a list, you can create a remarketing campaign. Display remarketing campaign is the most common one. You have to create a display campaign normally (as discussed above). In Audiences, click Browse > Remarketing and similar audiences:

Google Ads remarketing targeting audiences

Select the list you created:

remarketing targeting audiences setup

Move to the Targeting expansion section and Off it:

Complete the remaining steps and finish your remarketing campaign. You can create a remarketing campaign for other campaign types too following the same process. You have to create a remarketing list and select it in the audiences option.

How to Set Up a Smart Campaign

A Smart campaign is used to run automated ads on Google. Creating a smart campaign is a simple process. Sign in to your Google Ads account, create a new campaign without a goal, select Smart, select desired action, and click Continue:

Set up Smart Campaign

You'll be asked several questions that you have to answer to create your campaign. Enter your Business name and click Next:

Add URL and click Next:

Google Ads Smart Campaigns Setup

Your website will be scanned and you'll see the preview of the page where people will land after clicking your ad. Review it and click Next:

Google Ads will find the best ad campaign for your website. Create your ad by filling in the details:

write ad Google Smart Campaigns

Click Next after adding all the details. You'll get a list of keywords (auto-generated based on the URL you added). Add/remove keywords and click Next to move to the next step when done:

Select the target location on the page. Add target country, state, or zip code. Click Next when done:

Google Smart Campaigns targeting locations

Select Budget from pre-selected options or set your daily budget. Click Next to proceed:

Review your campaign and check ad preview. You can edit anything you want. Click Next to publish your campaign:

Please note!

Smart campaigns are extremely easy-to-setup but it doesn’t give you full control. It isn’t recommended to create a smart campaign for the following reasons:

Automation isn’t bad but if you can’t control it, don’t do it.

How to Set Up a Google Shopping Campaign

You need to have a Merchant account linked to your Google Ads account to create a shopping campaign. If you don’t have a Merchant account, click here to create it now. Follow instructions to create and activate your account.

Once your account is active, link it to your Google Ads account. Send a request to link the account from Merchant Center. The request will appear in your Google Ads account. Click Tools & Settings > Linked accounts:

Set up Google Shopping Campaign

Click Details in Google Merchant Center:

Approve the pending request from your merchant center to link your account.

Once your accounts are linked, you can create a shopping campaign. Create a new campaign, select Shopping, select your linked account and country, and click Continue:

Give a name to your campaign and move to the Bidding section. You have two options to choose from: Manual and automated. Manual is the recommended bidding strategy you must use. Add daily budget and set campaign priority level:

Google Shopping Campaign Bidding setup

Select targeting appropriately (as discussed above) and move to the ad group creation. If you want to promote a single product, select Product Shopping. If you want to promote different products in an ad, select Showcase Shopping:

Create your ads just like display ads by adding photos, headlines, description, and URL:

Once you are done, click Next to publish your campaign.

You can create both smart and standard shopping campaigns. It is recommended to create a standard shopping campaign as it provides you with all the targeting and budgeting options. You are in control.

How to Set Up a Video Campaign

You can create several types of video ads via a video campaign. To get started, create a new campaign without a goal and select video in campaign type. Select a relevant subtype for your video campaign from the following list:

Set up Google Ads video campaign

Custom video campaign give you flexibility so let’s proceed with it. Give a name to your campaign and select a bid strategy. You can choose Maximize CPV or Target CPM. Cost per view is suitable for band consideration and ad interaction while cost per thousand impressions is best for brand awareness:

Google video campaign bid strategy

Enter your daily budget or campaign total budget, select start and end dates, and networks where you want your ad to show:

Select locations and language. In the Inventory type, the recommended inventory is Standard inventory as it shows your ads on content that is most suitable for brands. It excludes sensitive content:

Google Video Ads Inventory

Next, click your ad group. Give a name to your ad group, select demographics, audiences, keywords, topics, and placements:

Enter your Bidding for the ad group:

Google Video bidding setup

Finally, enter the URL of your video ad. You need to host your video on YouTube to complete this step. Simply add URL and click Create Campaign:

Review and confirm your campaign and proceed to publishing. Follow the same steps to create other video campaign subtypes.

How to Set Up an App Campaign

You can promote your app via an app campaign. You can promote apps on both Android and iOS platforms. Before you can create an app campaign, you need to go ahead and have your app added in Google Ads account from Tools & Settings > Linked accounts.

Follow these steps to create an app campaign.

Create a new campaign without goal guidance, select App, and choose campaign subtype: App installs or App engagement:

set up Google App campaign

Select app platform and locate your app. Click Continue to proceed:

set up Google App campaign for Android

Give a name to your campaign, add target location, select language, set a daily budget, campaign optimization, and bidding. The important thing here is campaign optimization that lets you focus on action and target users:

Set up Google App Campaign details

Once you have completed all campaign settings, click Save and continue. In the next step, you'll create an ad group. Give a name to your ad group and create your ad assets that include two headlines and a description:

Google App campaign headline

You can add up to 20 different assets including videos, images, HTML5. This is, however, optional:

Google app campaign assets

Click Save and continue when you are done to complete the setup process.

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Conclusion

There are multiple campaign subtypes for each campaign, we only covered a single campaign subtype here to give you an idea of how to get started. The campaign types and subtypes covered in this module are the most popular ones.

If you want to try other subtypes, feel free to do so. You know how to create a new campaign and complete the setup process. Targeting, bidding strategy, audiences, and ads are the most crucial elements in any campaign type. Focus on these when setting up a campaign.

We have created checklists you can use for each campaign type to simplify the campaign set up process. Simply follow the steps and create a campaign in minutes. Download our checklist in the upper right corner of this page and get those ads rollin' 💙

As mentioned in our previous module, Google Ads is the world’s leading ad network, with a global ad market share of 82%. Both the search ad platform and its publisher platform (AdSense) are the biggest in the market. In Week 2 of The Google Ads Masterclass by ClickGUARD, we will learn how to choose the right Google Ads campaign for your industry and needs.

Running ads on Google Ads requires you to select an appropriate campaign based on your objectives. Google Ads offers multiple campaign options to its users. Choosing the right one is essential for meeting objectives, improving ROAS, and boosting ad performance.

On the flipside, running the right ad via the wrong campaign type will ruin your ad budget. This is because ad campaigns are developed based on advertising objectives and selecting the wrong campaign means you are trying to achieve objectives that might not be your preference.

This module covers everything you need to know to select the right Google Ads campaign from the following:

  1. Search
  2. Display
  3. Shopping
  4. Video
  5. App
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1. Search Campaigns

Google Ads search campaigns are, by far, the most popular campaign option, for a long list of reasons.

Google Search Ad

Google has a whopping 92% global search engine market share and 73% of global paid search market share belongs to Google. This is a solid reason why search campaigns should be your business’s top priority as it gives you access to a global audience via the world’s most used search engine.

Not bad, right? 🙂

The best thing about the Google search campaign is that it puts your ad at the top of the organic search results. Your ad might not always get the top position, but Google Ads gives preference to paid search results as compared to organic results.

A case study found that Google search ads are 72% cheaper than Facebook ads and had low cost per acquisition right from the start as compared to Facebook ads where CPA reduced over time. This shows Google search campaigns are best in terms of cost and CPA for small businesses with limited budget who can’t run campaigns for longer period of time:

Google Search Campaigns CPA

Research shows that 46% of clicks go to the top three paid ads in search results that show ads in SERPs. Keep in mind that they are clicked despite being marked ‘Ad’ by Google (!), which shows that, if your ad is relevant and compelling, it is likely to receive clicks.Another study found that 75% of people believe that search ads make it easier to find information and products they're interested in. This is because ads are more and more relevant and better targeted, as advertisers want to make sure they drive relevant traffic to the landing page. Consequently, research shows that as much as 63% of people have clicked a Google ad.

So, a search campaign doesn’t just give you instant access to Google’s first page for your desired keywords SERP, but users are more equally likely (if not more) to click on your link as they would with an organic result on the SERP.

When to Use Search Campaigns

A search campaign is best for generating traffic, leads, and sales. Ideally, search campaigns are used to drive traffic to your landing page. If your primary objective is to drive targeted traffic, a search campaign is your best bet.

Google offers a wide range of ad extensions that supercharge your search ads and help you generate leads and sales. For example, a call extension adds your phone number in the search ad so that people can call you directly or lead form extension that is available on mobile and tablets that asks people to sign up via your ad.

Google Ads extensions make it easy to generate leads and sales without getting salesy. This makes search campaigns best for generating sales and leads too.

2. Display Campaigns

Display ads are visual ads that appear on Google’s huge display ad network consisting of more than 2 million websites, blogs, apps, and videos. A display ad campaign consists of ads that are displayed on relevant publishers that are part of the Google Display Network (GDN). 

Here is how a display ad looks like:

Google Display Ad

You must have seen these types of ads all over the internet while browsing. Display ads aren’t always visual, as there can be text ads too. The difference between search and display campaigns is rooted in where your ads are shown. More specifically, display ads are shown on websites that have been approved for the AdSense program.

The Google Display Network has a very wide reach. It is estimated that ads on the Display Network reach 90% of internet users worldwide. More than 210 million unique visitors in the US see ads each month via the Google Display Network.

With an average CPC of less than $1, display campaigns are a cost-effective way to reach your target audience throughout the internet where it goes. This significantly improves your brand’s reach and helps you connect with your target audience where they spend their time on the internet..

A display ad is triggered based on user behavior, browsing history, demographics, ad clicks, interests, search queries, and several other parameters. No two individuals visiting the same webpage will see the same display ad. These are customized and highly targeted ads. 

Display Campaign Types

There are three types of display campaigns available with Google Ads:

  1. Standard display - gives you all the flexibility and lets you control everything such as bidding, budgeting, targeting, etc
  2. Smart display - an easy-to-setup campaign that is optimized for conversions
  3. Gmail campaigns - they don’t give you a lot of flexibility because your campaign will be optimized automatically by Google’s “Smart Campaigns” algorithm (more about this, later on in our course, though)

You can also run ads in Gmail through a Gmail campaign. Your ads will be displayed in your target audience’s inbox in the Promotions and Social tabs.

Before considering using Smart Campaigns, we really advise you to check out why data-driven marketers don't use them.

When to Use Display Campaigns

Display campaigns are all about expanding your business’s reach, particularly if your users are likely to react to visuals, rather than text. For instance, if your product is related to something aesthetic (like fashion, or a design SaaS), it will naturally convert better as a Display ad. Similarly, if you have a campaign idea that’s highly visual, Display Ads will be a better choice in your case. 

Your target audience sees display ads while browsing a website or using an app. However, your potential customer might not be in “buying mode”. For example, when you visit Forbes and read your favorite article, you aren’t interested in buying a project management tool even if you see an appealing ad. What you are interested in is reading the article.

This makes display campaigns suitable for brand awareness, product awareness, reach expansion, product consideration, and remarketing. However, it might not be the right type of ad campaign for Bottom of the Funnel/ conversion purposes. 

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3. Shopping Campaigns

If you have an ecommerce store or a retail store, a shopping campaign provides  you with the perfect opportunity to showcase and sell your products. These ads have a picture of your product, its name, price, store name, and other relevant data. Here is an example of a shopping ad:

Google Shopping Ad

Shopping ads account for 76.4% of retail ad spend and drive 85.3% of all clicks in the US. The two main reasons retailers prefer shopping campaigns over search campaigns are:

  1. Shopping ads are visually pleasing and more informative
  2. The users who click shopping ads are more likely to buy as they're potentially searching for these products.

Farfetch, an online boutique for luxury/ designer fashion items, increased its revenue by 45% with Google shopping ads and reduced its cost per acquisition by 20%. The reason why shopping campaigns work extremely well is that the ad is a complete product listing that provides a lot of information to the user (that they don’t usually see in organic or paid search results).

Check out the following shopping ads:

Data Rich Google Shopping Ad

As you can see, the listings have product image, product title, price, store name, star rating, and shipping information. These data-rich ads instantly catch user attention and anyone interested in a product will love interacting with them.

Shopping campaigns help generate sales and at the same time, they can help you reduce cost per sale (due to low CPC). An ecommerce store increased sales by 63.25% and reduced cost per acquisition by 54.1% in just one month:

Creating a shopping campaign, however, is a technical task. You need two things:

  1. An account on Google Merchant Center (which also means you have to meet the Merchant Center guidelines)
  2. Product data or product feed. This is your full product feed that includes ID, title, description, link, image, etc. You can check all the required fields and data to be uploaded to your Merchant Center dashboard.

You can then head to Google Ads and create a shopping campaign. Without a linked merchant account with a product feed, you can’t run shopping ads.

When to Use Shopping Campaigns

A shopping campaign is best for generating sales and leads, particularly if you work in the ecommerce sector. By targeting the right keywords, you can generate sales for your store fairly quickly via shopping ads. The ads display a lot of product data that makes it easier for the user to identify the best product from the list.

When a user clicks a shopping ad, he/she is already interested in the product and knows a lot about it e.g. photo, name, price, rating, etc. This makes lead generation and conversion easier than with any other type of Google campaign.

4. Video Campaigns

Consumers love interacting with video campaigns, because they are quite literally obsessed with video content in general. Studies show that users retain as much as 95% of the message that is obtained via video. This means your audience is more likely to remember your product, brand, or message in the case of video ads.

Video campaigns let you run video ads on YouTube and other websites. You can create and run video ads of any type based on your preferences. Video ads are the number one way how consumers found a brand and 84% of consumers reported that they purchased a product after watching a brand’s video.

Here is an example of a video ad on YouTube:

Youtube ad

There are several types of video campaigns that you can choose from, these include:

  1. Skippable in-stream ads: These ads play within other YouTube videos and allow viewers to skip the ad after viewing it for 5 seconds.
Skippable Youtube Ad
  1. Non-skippable in-stream ads: These are 15-second in-stream ads that play within other videos but viewers can’t skip these. The viewer has to see the complete ad.
Non Skippable Youtube Ad
  1. Bumper ads: A bumper ad is a short non-skippable ad that is 6-seconds or less.
Youtube bumper ad
  1. Video discovery ads: These ads promote your video by showing its thumbnail and title on YouTube feed or recommended video section.
Discovery Youtube ad
  1. Outstream ads: These ads appear on Google partner websites and apps. Outstream ads are only available on mobile and tablets.
outstream Youtube Ad

Google video campaign comes loaded with a lot of campaign types making it easier for you to choose the right video ad for your business.

When to Use Video Campaigns

Video campaigns are best for awareness. You can use videos to generate brand awareness, product awareness, and expand your reach. You can, of course, use video ads to generate leads and sales by linking to a landing page but since viewers might not be “buying mode” when they're watching a video on YouTube, you'll find it hard to generate leads. 

In essence, the placement process of video campaigns is essential if you want to get great results. The more granular your placement is, the more likely it is to be shown to the right audience (i.e. the audience that has an intent aligned with your own business goals). Ergo, the more likely it is that your video content will convert better. 

5. App Campaigns

Since there are more than 2.87 million apps in Google Play Store, it is really hard to stand out from the crowd. App campaigns save the day..

So, if you have an app you want to promote, an app campaign might be just what you are looking for. App campaigns promote your app on search, Google Play, Discover, YouTube, and 3 million websites and apps. Yes, app campaigns are full multi-channel marketing ads that appear across the Google network.

Here is an example of an app ad in Google search:

app Google Ad

Here is how app ad looks in Google Play:

The best thing about app campaigns is that you don’t have to create individual ads. Google creates ads for all the channels automatically for you. You only have to provide the following details:

  1. Ad text
  2. HTML5 Assets
  3. Bid and budget
  4. Language and location
  5. An image and a video.

Google will pick these assets from its app store listing and create ads for various channels on complete autopilot. It is a set-and-forget campaign type that works exceptionally well because your ads are optimized for installs or engagement (as selected by you).

When to Use App Campaigns

App campaigns are ideal for those who want to promote an app. Your app must be listed on Google Play Store. If it is there, you are all set to use the app campaign.

There are two app campaign types: App installs and app engagement. With app installs, you can get new downloads and signups for your app while app engagement promotes your app to existing users who have already downloaded your app.

Not sure what’s the right campaign type for you? We have a Google Ads goals checklist ready for you to download and use, get it today!

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