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How to Plan A Google Ads Campaign

A Google Ads campaign can be a great way to promote your business. Here’s how to properly plan it.

How to Plan A Google Ads Campaign

A well-planned Google Ads campaign can provide precise targeting, target specific devices, and track performance while only paying for results. Here’s how to do it.

  • Prepare - First, you have to figure out your goals. You’ll have to be more specific than “more sales”. First-time visitors to your website probably won’t make a purchase. You have to make and nurture trusting relationships with customers. Some objectives that can help with this include:
    • Generating sales
    • Registrations
    • Email sign-ups
    • Lead Generation
    • Enhancing brand awareness and recall value

It’s fine to have more than one objective, but each one will require different campaigns. 

After identifying your objective, you’ll need to create a landing page. A landing page is a URL or a page where someone “lands” when they click on your advertisement. It’s a standalone page designed to focus on a specific objective that will help convert visitors into leads, or even customers. Here are some tips for making an effective landing page:

    • Design individual landing pages for each offer. 
    • Include and highlight the call to action button.
    • Make it mobile-friendly.
    • Deliver any promises made in your ad.
  • Set Up Your Account - 
    • Sign Up - Go to the Google AdWords website and sign up with your Google account. 
    • Set Your Budget - Define the daily budget so that you never go over your spending limits. Start by understanding the number of visitors that your landing page can convert into customers. 
    • Pick Your Target Audience - Specify the geographical location of your target audience so that your ad is only shown to users doing a search using the keywords you’re bidding for and in the location you want. You can also use radius targeting to target a certain radius from your zip code. 
    • Choose A Network - Choose between Google’s Search Network and Display Network. The Search Network puts your ads on Google SERPs and the Display Network will display your ad on any website that shows ads.
    • Choose Your Keywords - Keywords are the search terms or phrases people enter to do a search on Google. You can choose about 15-20 keywords that may trigger your ad to appear on the SERP and you can add more later. Keep your costs in check by choosing a few relevant keywords with moderate search volumes.
    • Set Your Bid - A bid is the amount of money you’re willing to pay for every person that clicks on your ad. If you’re willing to pay more per click than competitors, your ad will show higher than theirs. You have two options. You can let Google set your bid amount to maximize the returns of your budget or you can set your bid manually.
    • Write Your Ad - Give it some thought and make it compelling. Your message should clearly communicate your offer in a way that convinces people to click on your ad and visit your website. Here are some tips:
      • Keep it short.
      • Create a headline that grabs attention.
      • Have a clear call to action.
    • Create Your Ad - To create your ad, provide Google with your business and payment information. You’ll be charged when you use up your set budget, or 30 days later, whichever comes first.
  • Running Multiple Ads - By running multiple campaigns at once, you can then find out which ones convert best for you. Each campaign will have several ad groups that consist of similar keywords, and landing pages with similar themes. Multiple ad groups can be included in the same campaign so that they share the same budget, location, and device targeting settings. If you are looking to target multiple locations or devices, you will have to create separate campaigns.
  • Campaign Evaluation - Use AdWords tracking capabilities to determine how your ad is performing. Select a conversion source, such as your website or by phone, and set up a Google Analytics goal on your website or track phone conversions on your ads.
  • Google’s Quality Score - Google also tracks how your ads are performing to determine where your ad will show, the bidding process, and what you pay per click. Google assigns a Quality Score (QS) based on landing page relevance, expected click-through ratio, and ad relevance. Check the quality score of your keywords by adding the “quality score” column under the keywords tab of your AdWords account.

To learn more, read our article, “Five Reasons your Business may benefit from Google Ads”, or contact us.

Tags: Google Ads, strategy

Geoff Strauss

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