Step-by-step how to create a successful Google Ads Search campaign for a starter or a small business

By adwordizingOn November 9, 2020April 9, 2022

Step-by-step how to create a successful Google Ads Search campaign for a starter or a small business

In this tutorial:

Overview

– How to create a Google account
– Login to your Google Ads account
– Overview of Account, campaigns, ad groups, keywords, ads and ad extensions
– 1 Campaign, 3-5 Ad groups, 10-15 Keywords, and 3 Ads

PUTTING IT TOGETHER

– How to create you first campaign
– A fictitious step-by-step campaign tutorial for a starter or a small business.
– How to add a conversion tracking code
– How to link your Google Ads (previously Adwords) and Analytics account
– Benefits of linking your Google Ads and Analytics accounts

OPTIMISATION

– What to check and how to optimise your campaign after launching

Overview

Google account
To use Google Ads you need a Google account.

If you don’t have a Google account, watch this video.

Watch video How to create a Google account
 <a rel="noopener noreferrer" href="https://www.youtube.com/watch?v=_dZDnFlwgPc" target="_blank">Watch it on YouTube (Larger version)</a> <a id="login"></a>Login to your Google Ads account If you already have a Google account, make sure you’re logged in. If you’re logged in, point the mouse over your picture, (or avatar, if you did not upload your picture to your Google account) on the top right of your screen, you should see your Google account details. <figure class="wp-block-image is-style-default"><img src="http://adwordizing.net/wp-content/uploads/2021/11/logged-in-300x156.png" alt="" class="wp-image-10976" srcset="http://adwordizing.net/wp-content/uploads/2021/11/logged-in-300x156.png 300w, http://adwordizing.net/wp-content/uploads/2021/11/logged-in-768x400.png 768w, http://adwordizing.net/wp-content/uploads/2021/11/logged-in.png 800w" sizes="(max-width: 300px) 100vw, 300px" /></figure> Once you are logged in, point your browser to <a href="ads.google.com" target="_blank" rel="noopener noreferrer">ads.google.com</a> to open your Google Ads account. Your Google Ads ID Customer number is shown on the top right. <figure class="wp-block-image is-style-default"><img src="http://adwordizing.net/wp-content/uploads/2021/11/image_2021-11-27_083419.png" alt="" class="wp-image-10979" srcset="http://adwordizing.net/wp-content/uploads/2021/11/image_2021-11-27_083419.png 1024w, http://adwordizing.net/wp-content/uploads/2021/11/image_2021-11-27_083419-300x148.png 300w, http://adwordizing.net/wp-content/uploads/2021/11/image_2021-11-27_083419-768x378.png 768w" sizes="(max-width: 1024px) 100vw, 1024px" /></figure> <a id="overview"></a>Overview Account Google Ads is organised into three layers: Account. Campaigns. Ad groups. Account Your account is associated with a timezone, unique email address, password, and billing information. You can also invite others to access your account. What is a Campaign? A campaign is a collection of ad groups. Campaigns should focus on your products or areas of your business. Your ad campaign has its own goal, and settings such as networks, locations, languages targeting, as well as a budget, bidding, start/end dates, and ad rotation. These settings determine where your ads appear. Let’s say you’re a supermarket. Your campaigns should be based on your products, for example, pasta, fish, meats, vegetables, fruits, etc. Ad groups An ad group is a collection of keywords, ads, and website placements. Your ad groups should reflect the type of your products. A good ad group structure ensures the right ads are relevant to your keywords and are served to the right customers. It also optimises your performance and streamlines your account management. The keywords in the ad group should be as relevant as possible to the ad group and aligned with ads and landing pages in order to generate a high CTR (Click through rate). Relevancy is the most important factor. Referring to the example above for the supermarket, your ad groups for a pasta campaign should be: spaghetti, fettuccine, gnocchi, ravioli, etc. Keywords Select 10-15 high-quality keywords, these should be the main relevant keywords to your business. The keywords you choose should match the words or phrases that people are search for. Keyword matching options Broad match Broad match is the default match type that all your keywords are assigned. Ads may show on searches that include misspellings, synonyms, related searches, and other relevant variations. <a id="BMM"></a>Broad match modifier (BMM) Broad match modifier gives more control over the search queries than broad match. NOTE: Starting in February 2021, phrase match will begin to incorporate behaviors of broad match modifier (BMM) to simplify keywords and make it easier to reach relevant customers. With this change, both phrase and broad match modifier keywords will have the same matching behavior, and may show ads on searches that include the meaning of your keyword. This also means that the new matching behavior will consider word order when relevant to the meaning. For example, the phrase match keyword “moving services NYC to Boston.” will continue to cover searches like “affordable moving services NYC to Boston.” It will also cover searches that traditionally only matched under broad match modifier, such as “NYC corporate moving services to Boston.” Phrase match won’t show ads for searches where the direction is reversed (for example, people looking to move from “Boston to New York City”). From July 2021, the creation of BMM keywords will no longer be available, but the same matching functionality will be available through phrase match. Existing BMM keywords will continue to serve using the new behavior.  <a id="Exactmatch"></a>Exact match With exact match your ad shows when a searcher types the exact word, phrase or close variants of your keyword. The syntax for exact match is to add square brackets around your keyword or phrase, for example, [weight loss programme]. Phrase match As per above, From July 2021, phrase match is replacing broad match modifer (BMM). Ads may show on searches that match a phrase, or close variations of that phrase, which may include additional words before or after. Ads won’t show, however, if a word is added to the middle of the phrase that changes the meaning of the phrase.  The syntax for phrase match is to add quotation marks, around your keyword or phrase, for example, “weight loss”. Keywords What keywords matching should you use? If your campaign bidding strategy is Manual bidding (see below Bidding), your keywords should be set as <a href="#phrase-match">phrase</a> and <a href="#Exactmatch">exact matches</a>. If your campaign bidding strategy is Smart Bidding, your keywords should be set as broad match. Why are we using phrase match (previously broad match modifier) and exact match only? With the expansion of close variants (keywords to match searches that are similar, but not identical to your targeted keyword), the broad match share of non-brand clicks went from 28% in Q1 2016 to 14% in Q1 2020 so far. <figure class="wp-block-image is-style-default"><img src="http://adwordizing.net/wp-content/uploads/2021/11/broad-match.png" alt="" class="wp-image-10983" srcset="http://adwordizing.net/wp-content/uploads/2021/11/broad-match.png 802w, http://adwordizing.net/wp-content/uploads/2021/11/broad-match-300x141.png 300w, http://adwordizing.net/wp-content/uploads/2021/11/broad-match-768x360.png 768w" sizes="(max-width: 802px) 100vw, 802px" /></figure> Exact match  With the expansion of close variants, the exact match share of non-brand clicks went from 11% in the first quarter of 2016 to 40% in Q1 2020 so far. <figure class="wp-block-image is-style-default"><img src="http://adwordizing.net/wp-content/uploads/2021/11/exact-match-768x383-1.png" alt="" class="wp-image-10985" srcset="http://adwordizing.net/wp-content/uploads/2021/11/exact-match-768x383-1.png 768w, http://adwordizing.net/wp-content/uploads/2021/11/exact-match-768x383-1-300x150.png 300w, http://adwordizing.net/wp-content/uploads/2021/11/exact-match-768x383-1-720x360.png 720w" sizes="(max-width: 768px) 100vw, 768px" /></figure> Initially, keep both keyword matches, phrase and exact match in the same ad groups, later on, according to results, you may want to separate them into their own ad groups. For example, one ad group for all phrase match keywords, and another group for all exact match keywords. Negative keywords Set irrelevant keywords to your business as negatives to avoid paying for unwanted clicks. These keywords prevent your ad from being triggered by a certain word or phrase. Ads Expanded Text Ads Write 2 Expanded Text ads with 3 headlines (each line  allows for 30 characters maximum including spaces), and 2 description lines (each line allows for 90 characters maximum including spaces). How to write successful Expanded text ads: – Include and match your keywords in your ad text. – Include prices, promotions and special offers in your ad text. – Write ads to answer the searcher’s questions. – Use a compelling strong call to action, and test different calls to action. – Ensure your landing page reinforces the message users see in your ads as they are likely to make up their minds within a few seconds. Responsive search ads Write 1 Responsive search ad. Responsive search ads show more text and more relevant messages to your customers. How it works You write multiple headlines and descriptions. Google Ads tests your multiple combinations. You can test up to 15 headlines and 4 descriptions for a single Responsive search ad. Depending on the search term, Google Ads will automatically show different combinations. Benefits With different combinations, you are likely to compete in more auctions and reach more users. A benefit of Responsive search ads is that they adapt to spaces and devices increasing your reach. Another benefit is time-saving. How to write successful Responsive search ads: – Write distinct unique headlines. – Try different headline and description lengths. – Ideally, write at least 5 headlines, 5 descriptions. – Ensure headlines and descriptions make sense individually, and in combination as they can be shown in any order. – The first 3 headlines should make complete sense of your offerings. – Match your headlines to your keywords. – Add at least a top keyword in 3 to 5 headlines, but not in all headlines to prevent repetitions. – Do not repeat phrases. – Write different calls to action. Ad Extensions Sitelinks Add Sitelink extension to enhance your ads. Each sitelink can link directly to specific pages on your site (for example, a specific product or store hours). Callout Add Callout extension to include additional text to show more detailed information about your business, products, and services. Use Callout for offers and special promotions. Structured snippets Add Structured snippet extension to enhance some aspects of your products and services. Optional – Location With location extension, your ads show with your address, a map of your location, and the distance to your business, and may include a call button with your telephone number to facilitate the searchers to call your business. In order for your location extensions to show you need to link your <a href="https://www.google.co.uk/business/" target="_blank" rel="noopener noreferrer">Google My Business</a> to Google Ads. Set up instructions: <a href="https://support.google.com/google-ads/answer/7189290?co=ADWORDS.IsAWNCustomer%3Dfalse&hl=en" target="_blank" rel="noopener noreferrer">https://support.google.com/google-ads/answer/7189290?co=ADWORDS.IsAWNCustomer%3Dfalse&hl=en</a> Ensure your business address is right located on Google map. Optional – Call extension If you are a local business, or prefer searchers to call you, use call extension to add your phone number to your ads. When searchers see your ads, they can tap or click a button to call your business directly if their device can make calls, or they can tap or click your ad to go to your website. Promotion extension Searchers are always looking for the best deal, so if you have sales and promotions, activate Promotion extension. <a id="campaign"></a>1 Campaign, 3-5 Ad groups, 10-15 Keywords, and 3 Ads A large number of Google Ads advertisers are small and medium businesses, and in particular small businesses. If you’re a small business, unless you’re a retailer, your first campaign should not need more than 3 Ad groups and 10-15 keywords. Therefore, test a small campaign with 3-5 ad groups, 10-15 keywords, 3 ads (2 Text ads and 1 Responsive search ad), some negative keywords, and these Ad extensions: Sitelinks, Callout, and Structured snippets. Call and Location extensions are optional depending on your business type. See all details below. However, should you need more than 10-15 keywords, create additional ad groups rather than squeezing all the extra keywords into 3 ad groups. Ensure all new ad groups are based on common themes, and tightly themed keywords. Later on, based on performance, you can expand your account with more campaigns, ad groups, keywords, ads, and other features. <h2>PUTTING IT TOGETHER</h2> <a id="you-first-campaign"></a>How to create your first campaign For this tutorial the campaign bidding strategy is Manual bidding. Therefore when you create your first campaign, make sure you select this option > Explore more campaign options and tools. <img width="1903" height="961" class="alignnone size-full wp-image-10987" src="http://adwordizing.net/wp-content/uploads/2021/11/google-new-campaign.jpg" alt="" srcset="http://adwordizing.net/wp-content/uploads/2021/11/google-new-campaign.jpg 1903w, http://adwordizing.net/wp-content/uploads/2021/11/google-new-campaign-300x151.jpg 300w, http://adwordizing.net/wp-content/uploads/2021/11/google-new-campaign-1024x517.jpg 1024w, http://adwordizing.net/wp-content/uploads/2021/11/google-new-campaign-768x388.jpg 768w, http://adwordizing.net/wp-content/uploads/2021/11/google-new-campaign-1536x776.jpg 1536w" sizes="(max-width: 1903px) 100vw, 1903px" /> Then select > Create a campaign without a goal’s guidance > Search. <figure class="wp-block-image is-style-default"><img src="http://adwordizing.net/wp-content/uploads/2021/11/without-goals.jpg" alt="" class="wp-image-10988" srcset="http://adwordizing.net/wp-content/uploads/2021/11/without-goals.jpg 1595w, http://adwordizing.net/wp-content/uploads/2021/11/without-goals-300x172.jpg 300w, http://adwordizing.net/wp-content/uploads/2021/11/without-goals-1024x589.jpg 1024w, http://adwordizing.net/wp-content/uploads/2021/11/without-goals-768x442.jpg 768w, http://adwordizing.net/wp-content/uploads/2021/11/without-goals-1536x883.jpg 1536w" sizes="(max-width: 1595px) 100vw, 1595px" /></figure> <a id="step-by-step"></a>A fictitious step-by-step campaign tutorial for a starter or a small business In this tutorial, I’m creating a campaign for a fictitious small business, a company selling a new diet called DietZone. When you create your campaign, follow this tutorial as a reference. The DietZone campaign consists of: – 1 Campaign. – 3 Ad groups. – A few selected keywords set as a phrase and exact match. – 3 Ads – 2 Text ads and 1 Responsive search ad. – Ad Extensions – Sitelinks, Callout, and Structured Snippets. Campaign settings Goal: Create a campaign without a goal’s guidance. Campaign Type: Search. Networks: Google search only. Uncheck Include Google search partners, and uncheck Include Google Display Network. Location: Select the location you want to target. Languages: Select the language your customers speak. Budget: Try £40-50 (your currency equivalent) a day, or the average amount you are comfortable spending per day. When you start Google Ads, it is difficult to decide the right daily budget. The temptation is to set a very small daily budget to minimise risks. Unfortunately, this is very risky too. If your campaign is limited by budget you may miss impressions, clicks, and potential conversions. In a campaign limited by budget, try increasing your budget each day, analyse what’s driving conversions, and adjust your spending on the most productive keywords. Bidding: Select a bid strategy directly > Manual CPC (Cost per click) >  Check Help increase conversions with Enhanced CPC > Check Optimise for conversions. Show more settings: Conversions: Account-level conversion setting. This is the conversion action you set up for this campaign. Ad schedule: Select All days, times 08.00 am to 22.00 pm. These are the most suitable times when you start a campaign. However, depending on your business, you may want to revise days and times accordingly. Ad rotation: Optimise: Prefer best performing ads. Add Extensions: <a href="#extensions">see below</a>. Watch video How to create a campaign for a starter or a small business <iframe src="https://www.youtube.com/embed/srM4iFPTwDw" width="1020" height="510" frameborder="0" allowfullscreen="allowfullscreen"> <a rel="noopener noreferrer" href="https://www.youtube.com/watch?v=srM4iFPTwDw" target="_blank">Watch it on YouTube (Larger version)</a> Ad groups Weight loss. How to lose weight. Diet plan. Watch video How to create Ad groups <figure><iframe src="https://www.youtube.com/embed/hPKdTnTe1Bw" width="1020" height="510" allowfullscreen="allowfullscreen">

Watch it on YouTube (Larger version)

Default max. CPC (Cost per click)
The default bid is a convenient way to manage the bids for all of the keywords in your ad group. You can override the default ad group bid for any individual keywords by raising or lowering their max. CPC on the Keywords page, see below.

For this tutorial we set a default max. CPC for each ad group to £1.

Keywords
From July 2021 the creation of Broad Match Keywords (BMM) will no longer be available, but the same matching functionality will be available through “Phrase match”.
The syntax for phrase match is to add quotes around your keyword, such as “weight loss”, or “weight loss programme”.
Weight loss ad group
“weight loss”
“weight loss programme”
“fast weight loss program”
[weight loss]
[weight loss programme]
[fast weight loss program]

How to lose weight ad group
“lose +weight”
“how to lose weight”
“how to lose weight fast”
“best way to lose weight”
[lose weight]
[how to lose weight]
[how to lose weight fast]
[best way to lose weight]

Diet plan ad groups
“best diet plan”
“diet plan”
“dieting plan”
[best diet plan]
[diet plan]
[dieting plan]

How much to bid for a keyword?
For this tutorial we set each keyword bid to £1.

Campaign negative keywords
free
job
seminar
training

Watch video How to add keywords.
From July 2021, the creation of Broad Match Keywords (BMM) keywords will no longer be available, but the same matching functionality will be available through phrase match.
This video shows how to create BMM keywords, however, the syntax for phrase match is to add quotes around your keyword, such as “weight loss”.
 <a rel="noopener noreferrer" href="https://www.youtube.com/watch?v=8-VGdGt0m9A" target="_blank">Watch it on YouTube (Larger version)</a> Expanded Text Ads 2 Text ads with 3 headlines (max 30 characters each including spaces), and 2 description lines (max 90 characters each including spaces). NOTE: Starting June 30, 2022, you’ll no longer be able to create or edit expanded text ads. Expanded text ads will continue to serve, and you’ll still see reports on their performance going forward. You’ll still be able to pause and resume your expanded text ads, or remove them if needed. By default, when you try to create and ad Google Ads will show the Responsive search ads type. Click on it. <figure class="wp-block-image is-style-default"><img src="http://adwordizing.net/wp-content/uploads/2021/11/responsive.png" alt="" class="wp-image-11057" srcset="http://adwordizing.net/wp-content/uploads/2021/11/responsive.png 287w, http://adwordizing.net/wp-content/uploads/2021/11/responsive-255x300.png 255w" sizes="(max-width: 287px) 100vw, 287px" /></figure> You will then see  will a link showing “<a class="escape-hatch _ngcontent-awn-CM-115" style="color: #000000;">Use expanded text ads instead</a>”. Click it. <figure class="wp-block-image is-style-default"><img src="http://adwordizing.net/wp-content/uploads/2021/11/use-expanded.jpg" alt="" class="wp-image-11059" srcset="http://adwordizing.net/wp-content/uploads/2021/11/use-expanded.jpg 1519w, http://adwordizing.net/wp-content/uploads/2021/11/use-expanded-300x93.jpg 300w, http://adwordizing.net/wp-content/uploads/2021/11/use-expanded-1024x317.jpg 1024w, http://adwordizing.net/wp-content/uploads/2021/11/use-expanded-768x238.jpg 768w" sizes="(max-width: 1519px) 100vw, 1519px" /></figure> Text ad examples for the ad group Weight Loss Ad #1 3 Headlines #1 – Weight Loss with DietZone #2 – Weight Off Safely with Ease #3 – 30 Minute Free Consultation 2 Description lines #1 – People who have literally tried everything have succeeded with us. Free Consultation. #2 – With Our Diet Fat is Reduced Quickly and it is Easier to Maintain a Healthy Weight. Ad #2 3 Headlines #1 – Weight Loss A New Diet #2 – Weight Off Safely with Ease #3 – 30 Minute Free Consultation 2 Description lines #1 – Discover What Foods Work for Your Body. Everyone is Different. #2 – We Helped Thousands Of Clients to Achieve Healthier Body Weights. Contact Us. Responsive search ad 6 headlines (max 30 characters each included spaces), and 4 descriptions lines (max 90 characters each included spaces). Responsive search ad examples for the ad group Weight Loss 6 Headlines #1 – DietZone, A New Diet #2 – Weight Loss with DietZone #3 – Maintain a Healthy Weight #4 – Weight Off Safely with Ease #5 – 30 Minute Free Consultation #6 – We Identify the Causes 4 Description lines #1 – People who have literally tried everything have succeeded with us. Free Consultation. #2 – With Our Diet Fat is Reduced Quickly and it is Easier to Maintain a Healthy Weight. #3 – Discover What Foods Work for Your Body. Everyone is Different. #4 – We Helped Thousands Of Clients to Achieve Healthier Body Weights. Contact Us. Watch video How to write ads. <iframe src="https://www.youtube.com/embed/mzadEpQc_Zw" width="1020" height="510" frameborder="0" allowfullscreen="allowfullscreen">
Watch it on YouTube (Larger version)

Ad Extensions
Sitelinks
About us
A Team of Health Professionals
Dietary Specialists

Programme Overview
Lose Weight and Keep It Off
Free Weekly Webinar

Testimonials

See Before and After Photos

Read Success StoriesBenefits of DietZone
How DietZone Can Work for You
Life-long Weight Maintenance Plan

Callout
This month special offer
Watch our videos
Online Webinars
Rapid Results

Structured snippets
Support and Coaching
Long Term Maintenance
Guaranteed Outcome
Natural Solutions

Watch video How to add extensions.

Watch it on YouTube (Larger version)

Conversion tracking code
To track a campaign’s performance, you need to install the conversion tracking code.

Installing the tracking code requires some basic HTML knowledge. Content Management Systems (CMS) such as WordPress have free plugins to insert the tracking code. Alternatively, ask your Webmaster.

TOOLS & SETTINGS > MEASUREMENTS > Conversions > Add the conversion action that you want to track.

Watch video How to add a conversion tracking
Watch it on YouTube (Larger version)

How to link your Google Ads (previously Adwords) and Analytics account

To link accounts you need:
Analytics Edit permission.
Google Ads Administrative access.

– Start Google Analytics.
– Click Admin and choose which account and property you’d like to manage.
– Under property, click Google Ads linking.
– Click + New Link Group.
– Select the accounts you want to link.
– Enter your Link Group Title.
– Select all sites where you want Google Ads data.
– Click link accounts.

Watch video How to link your Google Ads (previously Adwords) and Analytics accounts

Benefits of linking your Google Ads and Analytics accounts
Watch video

Optimisation
Learn How to optimise your campaign

CategoriesBeginners

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Step-by-step how to create a successful Google Ads Search campaign for a starter or a small business

Overview

PUTTING IT TOGETHER

OPTIMISATION

Overview

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PUTTING IT TOGETHER

OPTIMISATION

Overview

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