Google Ads is an online advertising solution that businesses use to promote their products and services on Google Search, YouTube, and other sites across the web. Google Ads works by displaying your ad when people search online for the products and services you offer.

Go to the Google Ads Website

Login using the account you intend to advertise on.

Choose a Campaign Type and Name

Responsive Search campaigns: Responsive ads on search results

Responsive Display campaigns: Image ads on websites

Video campaigns: Video ads on YouTube 

Shopping campaigns: Product listings on Google

We recommend setting up at least 3 responsive search ads, 3 responsive display ads, and 2 responsive call ads. Setting up multiple ads will result in each ad competing with the others and this will help you determine which ads are performing best. 

Select Ad Display Location

When selecting a display location you will want to consider your service areas or product types. You may want to set up individual campaigns for each area you service. This will allow you to compare campaigns and see which area is bringing you the most business. You can then adjust your campaigns to target those areas. 

Do market research to determine the ideal area to advertise based on your goals for the campaign.

Setup location targeting based on market research.

Set Your Daily Budget

Have a plan going in of allocated funds for a maximum cap for advertising through google.

Start with a low budget so you can gather information on the effectiveness of the advertisements without over-committing financially.

Adjust allocated budget over time to optimize growth, this includes accounting for changes in the effectiveness of active campaigns

By using the ad types we recommend and creating multiple ads that are competing with each other you will have the data you need to adjust your ads and ads budget based on the best performing ads. This will allow you to focus your budget on the ads that are bringing in the most business.

Ad Groups

Once you have set up your campaigns the next step is to set up ad groups. 

Each ad group should be named for the keyword you want to focus on.

Next, you will be asked for keywords. If you type in your website google will auto-fill with keywords. Simply select the ones you want to focus on. For more information on selecting keywords see our blog on Using Keyword Planner.

Create an Ad

This includes brainstorming for titles and descriptions while including keywords that describe your business

You can also choose what regions you’d like your ad shown, to whom it is being shown, etc.

Your ad goals should be set to maximize clicks when you first start. This will allow you to collect data on which ads are most effective. You can then change those ad goals to maximize conversions. 

Part of our strategy is to create ads that are relevant to your keywords and to create at least 3 responsive search ads, 3 responsive display ads, and 2 call ads as mentioned above.

Set Up Conversion Tracking

Conversion tracking is essentially a free tool that shows you what happens after your target audience clicks on your ad.

For instance, are your clicks being converted into phone calls? Emails? This tool is also handy for tweaking your ads to get the most leads.

Tracking, Adjusting and Conquering Effective Campaigns

A very large part of running a successful google ads campaign is monitoring; comparing and editing your campaigns. 

Google ads can be a profitable portion of your marketing plan. Building out your campaigns using keywords relevant to your business and services will help you narrow down your budget to the most successful ads. See our blog on using keyword planners effectively for more information.