Effective Google Ad Set Ups for Beginners

Introduction:

Creating and optimizing a Google Ads account requires careful planning and strategic implementation. It involves various elements such as campaign organization, keyword selection, and ad copy creation, all of which play a crucial role in maximizing your budget and achieving desired results. Although the Google Ads platform is designed to be user-friendly and assist those without extensive expertise in ad design, beginners may still find the process overwhelming. The multitude of decisions to be made and settings to be configured often leave novice users feeling perplexed rather than confident. Consequently, they may believe they have done everything they can and place their trust solely in Google, only to be disappointed when their ads fail to perform well.

To address this issue, I have compiled a straightforward guide that can help novice users set up Google Ads like seasoned professionals. By establishing a solid foundation and understanding the essential components, the subsequent optimization and performance analysis of ads become much simpler. It is important to note that the guidelines provided below are not foolproof rules that guarantee unbeatable ads. Instead, they serve as basic principles to help beginners start on a more solid footing, allowing them to learn and refine their ad strategies as they progress through their #campaigns .

Campaign and Ad Group Structure:

For better budget control, it is advisable to have a single campaign per ad group when setting up your #GoogleAds account. By allocating your budget at the campaign level, you can effectively manage your expenses. If you have a different combination of keywords that you want to test for a separate set of ads, you can consider creating a second or third ad group. However, it is generally recommended to avoid including different products, product categories, or audiences within the same campaign. While Google's machine learning algorithms will ultimately determine the optimal course for your campaigns and ad groups, structuring your account in this way provides greater visibility into your performance.

Keywords:

In each ad group, it is recommended to focus on using 10-15 relevant keywords, avoiding duplicates or closely similar variations. It is advisable to maintain a single match type, such as phrase or exact match, especially when working with a limited budget. However, if you have a larger budget and aim for increased brand visibility in the initial stages of your product lifecycle, broad match can be considered.

Keyword research can be a complex process that requires time-consuming analysis. It involves understanding your own keywords, evaluating competition, and assessing search volumes. While there are various tools available to assist with this, beginners setting up ads for smaller businesses with local or regional presence can follow some simple steps using the Google Keyword Planner tool.

Begin by conducting a search on Google using keywords that you would use to find the product or service you are advertising. Ask your friends and colleagues to do the same. Take note of the search phrases and queries that appear.

On the Google Search Engine Results Page (SERP), pay attention to the "People Also Searched For" section. These suggested search phrases can serve as valuable prompts. They often demonstrate user intent and can be more powerful than relying solely on keyword research tools. Remember, your own search intent is a reliable source for identifying relevant search queries.

Enter these prompts into the Google Keyword Planner tool and analyze the suggestions it generates. Select the keywords that are most relevant to your advertising goals. Focus on the top 10% or 20% of #keywords in terms of search volume while considering their relevance.

Follow the method below to further refine your keyword selection:

When selecting keywords, consider four crucial factors:

· High search volume: Choose keywords with a significant number of searches to maximize your potential reach.

·?Low competition, particularly for limited budgets: Opt for keywords with less competition to increase the chances of your ads being shown within your budget constraints.

·?Low top-page high range bid: Look for keywords with lower bidding ranges for the top page position to manage your costs effectively.

·?Low top-page low range bid, especially for restricted budgets: Consider keywords with lower bidding ranges for the top page position, which can be particularly beneficial when working with limited budgets.

By carefully selecting keywords based on these factors, you can enhance the effectiveness of your Google Ads campaigns and increase the likelihood of achieving your desired results.

Bidding Strategy:

Initially, start with optimizing for clicks and then transition to #conversions . Aim for a minimum of 15 conversions in the last 30 days, but ideally, 30-50 conversions are recommended to help Google's algorithm better understand your high-converting audiences. However, with improved algorithms, lower conversion volumes are now acceptable. Ensure that your conversion tracking is accurately set up to provide Google with precise conversion data for your business.

Ad Copies:

Craft laser-focused ad copies that clearly highlight the benefits and offerings of your product or service. When using the 10 available headlines, distribute them as follows:

·?2-3 headlines emphasizing the solution your product or service provides

·?2-3 headlines highlighting the unique selling propositions (USPs)

·?1 headline incorporating your brand or business name

·??2-3 headlines featuring compelling offers

·??2-3 headlines including a persuasive call-to-action (CTA), preferably one with no risk (e.g., free consultation, free trial)

Budget:

When determining your daily budget for Google Ads, it is important to consider the projected number of clicks and the average cost per click (CPC). You can obtain this data by downloading keyword reports or conducting secondary research online. Keep in mind that while this information may not be entirely accurate, it serves as a helpful starting point for setting up your campaign and making optimizations as you progress. To begin, set your budget to cover the cost of approximately 100 clicks at the average CPC. This approach aligns with the typical conversion rate associated with 100 clicks, thereby increasing the likelihood of generating conversions.

What Tools Do I use:

Utilize the following tools to enhance your Google Ads performance:

·??Auction Insights (with GAads Dashboard)

·?Keyword Planner

·?Google Analytics (with proper GTM setups)

·?SpyFu

·?SEM Rush

·?Copywriting Tools

Streamline your copywriting process with the assistance of these tools:

· Copy.ai

·?Simplified.ai

·?Peppertype.ai

·?ChatGPT with tailored prompts can serve as a valuable starting point for generating ad copy.

·?Competition Monitoring:

Stay informed about your competitors' strategies using these tools:

·??Ad Beat

·?SpyFu and SEM Rush

·?Google Search Suggestions:

·??Discover competitor search ads by typing relevant queries and observing the ads that appear.

Conclusion:

By implementing an effective account structure, conducting thorough keyword research, and optimizing your ad copies, you can enhance the performance of your Google Ads campaigns. Utilize the recommended tools for research, monitoring, and optimization, while keeping a close eye on your competition. With these strategies in place, you'll be well-equipped to maximize the effectiveness of your Google Ads campaigns and drive the desired outcomes for your business.