How to create a Google Ad campaign?

Creation of Google Ad campaign
The most important stages of creating the Google Ad sponsored link campaign.
  • Market and competition intelligence
  • Recognizing the advantage of the offer and the company
  • Development of a set of keywords
  • Preparation of an advertising text
  • Preparation of the landing side
  • Implementation of the campaign
  • Monitoring

Sponsored link campaign requires appropriate preparation. The way the Google Ads system works rewards advertisers who prepare good ads, i.e. ads that are often clicked and have a high CTR (it also rewards those who pay the highest rates per click, but this should not rather be the goal of the advertiser.

1. Market and competition intelligence

It’s worth it:

check how competitive our industry is (check the price per click in the industry, the number of companies advertising in Google Ads);
see what advertising texts they use (whether these are texts describing offers in detail, or generalities, or whether they take into account geographical factors);
check which keywords are advertised (whether they are general or niche words, whether they correspond to the offer of these companies, whether they result from a loose or accurate matching in Google Ads.
which they do not communicate in their advertisements and which may be important for customers (e.g. transport costs, product availability, promotions);
find out which keywords are more competitive and which are less? (to which keywords are links, what are the costs of links).

2. Recognition of the advantage of the offer and the company

It’s worth it:

find elements that can be of great importance to customers and where we are better than our competitors or at least as good as it is (e.g. we are able to perform the service faster, we have good recommendations from other well-known companies);

focus in advertising on niches that are the most cost-effective (e.g. instead of the general “gas stoves” campaign, we focus on “London gas stoves”).

3. Developing a set of keywords

It’s worth it:

choose the keywords that will best suit our offer (it is not worth advertising the word dermatologist, if you can only perform the service in London – “dermatologist London” will be better);
choose niche keywords, which will be cheap (low CPC) and will display as few sponsored links as possible (then we can count on a higher CTR);
create the largest possible database of keywords in accurate matching, which result in displaying an advertisement for users’ enquiries matching the nature of our business (using a loose matching for the keyword “universities” will result in displaying an advertisement for enquiries “primary schools”, “secondary schools” and so on, which results in a low CTR).

4. Preparation of an advertising text

It’s worth it:

use precise and accurate texts in the text (e.g. “one-day delivery” is better than “quick delivery”);
use pricing and promotion information (e.g. 50% lower price information);
use texts containing keywords that are related to our offer;
use keywords in the name of the website address in the advertisement (e.g. creating a subdomain of words

5. Preparation of the landing side

It’s worth it:

prepare a separate subpage for advertising, where users passing from Google Ads will immediately find a reference to what we have included in the advertisement (e.g. information on how they can take advantage of the 50% promotion);
place in the code of the landing page the codes of statistics, which enable the later observation of the results of the advertisement (e.g. Google Analytics codes);
hide the landing page from search engine robots, so that the website is not indexed by search engines and users from organic results do not falsify the results of observation of advertising results (in order not to lose users from organic searches it is worth to create a copy of this subpage and index it at another address).

6. Implementation of the Google Ad campaign

It’s worth it:

create separate campaigns for advertising in search results and for contextual advertising;
use the Google Ads Ads Editor account, which facilitates quick preparation and implementation of campaigns;
apply a high maximum cost per click to start with, which will make it easier to get a high CTR at the start of the ad and then lower it.

7. Monitoring of Google Ad campaigns

It’s worth it:

observe which advertising texts have high CTRs and which have low ones (e.g. if we have two advertising texts every two weeks, we reject the weaker one and replace it with a new one);
move the best advertisements to separate advertising groups, which improves the effectiveness of the advertisement;
if possible, check which advertising texts generate the best sales conversion (this is possible e.g. in the case of online shops, where it is possible to create separate identifiers for individual advertisements).

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