Digital marketing

How to Set Up Google Ads

05 October, 2020

It will be no news to anyone that online marketing is closely associated with Google Ads. After all, it is the Google search engine that most people turn to when searching for products, services, restaurants, or anything else. And this is when Google Ads comes into action. A potential customer receives relevant ads for the product or service they need in the search results.

Thanks to this method of promotion, you can improve traffic, increase sales, and get a lot of new customers, developing your business. We’ll discuss other reasons to use Google Ads for your own business later.

Why shouldn’t you miss the opportunity but rather use Google Ads?

  • This is a place where you don’t have to make large investments at once. This is especially important for small businesses that are just starting to develop and have a circumscribed budget. However, prosperous businesses also don’t mind such a condition. Google Ads does not have a minimum rate or monthly expenditures for ads, meaning that the risk is much lower compared to other advertising options;
  • You pay solely for the result, and that is another reason to choose Google Ads. The pay-per-click system works very well. So, if your campaign is set up correctly and you have selected the appropriate keywords, then most of the clicks, you will need to pay for, will be promising for your business.

In addition, Google Ads uses remarketing, thus helping you stay visible to people who are interested in your ads but haven’t placed an order;

  • Google ads are shown at the perfect time since a person is looking for what they need and gets the result;
  • Ads show up in the appropriate area, which is no less important than the right time. It’s up to you to choose a geographical location for the ad impression ensuring that only potential customers will view it. For example, a massage parlor does not need advertising in another city, so it is appropriate to set up an ad impression exclusively in the city where it’s located and within a radius of several kilometers around it;
  • Google Ads attracts targeted customers. Long ago, marketers noticed that people were more likely to buy products or services after viewing video reviews, and advertising on YouTube was managed through Google Ads. This means that its usage allows businesses to get their ads on YouTube videos related to their product or service;
  • Google Ads helps you create an appropriate SEO strategy. Everything is quite simple here. SEO is very effective and necessary for your business, but you need a lot of time and effort so that this method of promotion works out. Showing up on the first page of Google is very difficult, but with Google Ads, you can do it right away, though you will have to pay for each click. However, there is an advantage also — you can see by the number of clicks which keywords work and which do not, taking this into account while developing an SEO strategy;
  • You can immediately see whether your ads are working or not because Google Ads has built-in features tracking and reporting your return on investment (ROI). By simple setting, you can track web form submissions, e-Commerce sales, phone calls, and even offline sales that were closed over the phone or in person. Moreover, reports will show which keywords and ads generate the most sales.

As you have already understood, there are many reasons for using Google Ads. Now, we’ll tell you how to configure such ads correctly so that they turn out successful.

On the basis of the following frequently asked questions, we’ve worked out the instructions on configuring Google Ads:

  • How to collect semantics properly?
  • What match keyword types are distinguished in Google Ads?
  • How to create an ad correctly?
  • How can I ensure my ads appear on the Google advertising network?
  • How does scheduling ad impressions affect my daily budget?
  • How do I manage my Google Ads expenses properly?
  • How to distribute my daily budget reasonably in Google Ads?
  • How can I increase the effectiveness of an advertising campaign?
  • Where will the ads show up?
  • At what stage should negative keywords be added?

Instructions on configuring ads in Google Ads

1) Contextual advertising enables you to display ads to the audience that is interested in the subject of these ads. For instance, you want to display ads for your website based on the keywords “buy an iPhone”. With the correct configuration, you can easily do this

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2) Log in or register an account on Google Mail. This is necessary to create an advertising account in Google Ads

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3) Log in to the Google Ads service

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Setting up an advertising campaign

4) When creating a new campaign, you’ll need to specify an advertising goal

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Also, you can choose the expert mode, which will enable you to influence the settings of your future advertising campaign in a more profound way.

5) In expert mode, you will have access to a larger number of goals described in the image below

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  • you can read more about the goals of Google Ads campaigns in their official documentation
  • please note that you can create an account without campaigns and add them later

6) For our example, select the type of ad “Search network”

7) Select the type of results you want to achieve. We select “Site Sessions” and specify the desired URL of our website in the field

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Later on, you can create new campaigns through the menu on the Google Ads desktop

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8) Next, specify the name of our advertising campaign. You create it by yourself. It is better to choose the most understandable names:

  • disabling the Display Network checkbox.  When you get started, you’d better separate your search campaigns from those in the Display Network. This is a practical recommendation;
  • it is preferable to use the product name, geography, and campaign type as the name of the advertising campaign. This makes it easier to administer your ad account.

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9) If necessary, you can set the timing for the advertising campaign, that is “when to start and when to finish”. For example, if the ad is needed only for a holiday or weekend, or while a promotional sale is still in progress

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10) The next step is to select the geographical region, the ad will be displayed in, and specify the language;

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Detailed information on language targeting is available in the documentation

11) Specify geotargeting. This will allow you to display ads in the selected country, region, or city

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Learn more about setting up geotargeting here.

12) Location options and advanced geotargeting settings

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  • option 1: ads will be viewed by users from the geographical location where they are located and from other regions;
  • option 2: when you need an audience only from a specific region;
  • option 3: everyone who added the name of the geographical region to the search query will see the ad.

Learn more about advanced geotargeting settings.

Also, you can specify the location through the Advanced search option implying that we specify the location on the map and the radius.

More information on setting up speech and geographical targeting you can get in the official documentation.

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13) In the next stage, we need to indicate the daily budget amount and the pay-per-click rate

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  • Google Ads uses an automatic “Maximum number of clicks” strategy by default. In this case, the algorithm tries to get more clicks within the budget;
  • you can select rate settings manually since automated strategies do not allow you to manage rates per click at the keyword level.

Read about budgets and rates in more detail in the official documentation.

About smart rate-setting strategies.

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In the field “Increasing the number of conversions using the CPA optimizer”, clear a tick box, because the correct operating of this option requires the system to analyze a sufficient number of conversions over a certain period of time. While when setting up a new advertising campaign, the smart help system of  Google Ads won’t help.

14) At the next stage, you can configure ad rotation in the advertising campaign. By default, the system sets the first option — you create several ads for each group and the system selects the most effective one for a particular auction. The second option will work out so that the ads are displayed at the same frequency.

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15) Ad display schedule: the activity of the target audience needs to be taken into account here. For instance, the audience of B2B is online from 9 a.m. to 5 p.m., but if the ad is intended for a wide audience, then leave it for the whole day.

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Setting up ad groups

16) In order to ensure that your ads are viewed by the people who are interested in exactly what you are advertising, combine thematically similar ads and related keywords into ad groups

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Learn more about organizing ad groups in your account.

17) Specify the rate per click at the group level. By default, this rate will be automatically used for all keywords in this group

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18) Now you need to add keywords to the group:

  • you can use the system’s tips from the “Get keyword options” section. For this, just indicate your website’s URL or product name in the right column and the tool will automatically provide semantics options;
  • you can also use the Keyword Planner to collect semantics;

How to choose keywords can be found out from the official documentation.

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  • by default, the broad match keyword type is applied;
  • if necessary, use a different keyword match type for ad groups.

You can read more about the types of keyword matches in the official documentation

How to choose keywords can be found out from the official documentation

19) For keyword selection, you can use the Keyword Planner in your Google Ads account

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You can add variants of the desired keywords, or paste the website’s URL in the field, and the system will try to select the semantics automatically.

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20) A list of negative keywords must be created, and they should necessarily be added at the ad group or advertising campaign level. This list will help you filter out irrelevant search queries

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More detailed information on negative keywords can be found in the official documentation

21) The negative keywords list can be attached to campaigns in several ways.

Via the shared library, where we created the negative keywords list;

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At the campaign or ad group level: Keywords/Negative keywords

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Creating advertisements in Google Ads

22) The next stage requires you to create ads in each group

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23) Ideally, the group should contain 2-3 ads. According to current Google recommendations, 2 text ads + 1 adaptive ad are needed in the search network.

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How to create effective ads

Text ads

Adaptive search ads

24) Fill in the required fields for each ad

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  • Destination URL: the web page we direct users to after they click on the ad
  • Headline 1 should repeat the keyphrase, ideally. In this case, you can use dynamic keyword insertion into the headline

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Learn more about inserting dynamic keys into the headline

  • Headlines 2 and 3 are meant for the information on additional benefits of a service or product, USP, promotions, discounts
  • Description 1 and 2 contain the ad text that will be displayed under the headline

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Adding extra extensions for ads

Additional extensions in Google Ads enable you to get a higher CTR (clickability).

Such extensions provide users with additional information before they go to the page after clicking on the ad.

You can read about the ad extension in the official documentation

25) Ad extensions can be added at the account, campaign, or ad group level

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Let’s take a closer look at the main types of ad extensions:

  • Use additional links

They allow a potential user to go to separate web pages. The system will show the user from 2 to 8 additional links, depending on the device and ad position

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Click the Sitelink extension button

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Fill in the text fields with the name of the additional link, add a short description and the website’s URL

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You can also use previously configured additional links

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  • Save adjustments

These are additional non-clickable information about products or services and terms of service. Adjustments focus attention on the details of the offer, product features, and other perks

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The system will show the user from 2 to 8 additional links, depending on the device and ad position

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Fill in the text fields with adjustments and add them at the campaign or ad group level.

  • Add phone numbers

The additional extension “Phone Numbers” allows you to add phone numbers to ads, thus contributing to a significant increase of CTR

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Fill in the corresponding field with your phone number and select the country. You can also adjust rates for mobile devices immediately on this page (increase or decrease them by a certain percentage)

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  • Add structured descriptions

Structured descriptions automatically show additional information about your website in ads, helping people learn more about your company. This information is displayed by the ad and it informs customers about your business and product

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Select “Structured descriptions” in the drop-down menu

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Next, select the language to be used as well as the header type, and fill in the fields with the values

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  • Add an address

The purpose of an address in an ad is to motivate users to visit the store. In the search network, such ad demonstrates the distance to the store and its opening hours

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This extension is available only after linking your account to the Google My Business service

About Google My Business

After you register on Google My Business and create an account with the necessary information, you will need to indicate it in the settings of additional extensions, namely the “Address”

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Select your Google My Business account

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  • Add prices to your ads

In this case, ads will be accompanied by price tags for products or services. It is suitable for companies with a wide range of products. Besides, this makes it possible to show the most attractive prices in ads

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This type of extension can be added via the menu

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Each price tag will contain a text description, price range, and an active headline by clicking on which the potential customer will be led to the product or service page

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If necessary, select the price classifier “from” and “to”, “average price”

Setting up payment data

26) Now let’s proceed to setting up payment data. This is necessary to replenish the budget for clicks

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Indicate the replenishment amount. Change the payment method, select “Add bank card” and enter the payment card details

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Change the account type to “Personal”

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Google Analytics

27) Create your Google Analytics account

When you pay per click, you need to analyze user behavior in detail and get as much statistical data as possible so that to improve your ads further. This is why you should start by setting up Google Analytics

Follow the link and register your account. Authorization is executed via a Google account

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Identify what you will use Analytics for: a website or a mobile app

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Specify the resource name, enter the country correctly, and add the website’s URL

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Add the tracking code to your website

You should install a special tracking code on the website so that Google Analytics records all the site visitors

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Go to the “Administrator” tab and then to the “Tracking Code” sub-item in the resource settings.

Copy the code, containing a unique identifier, and paste it on each page of the site in the section. To do this, you’re expected to have access to the website’s admin panel or access to FTP services. In addition, you can pass this code to web developers.

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28) Link Google Ads and Analytics

After creating accounts in Google Analytics and Google Ads, you need to establish a connection between them.

By doing this, you will be able to:

  • view data about user behavior on the website immediately in your Ads account;
  • import the goals you set up in Google Analytics to your ad account;
  • use audiences created in Google Analytics for remarketing

29) In Google Analytics, go to the Admin tab -> Resource -> Link with Google Ads

configuring-ads-google-adwords-s6730) Create a new group of linked accounts by selecting your Google Ads account

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31) After these actions, you will be able to create user audiences and set up advertising goals

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Google Ads Tag

32) With the purpose of tracking conversions and creating remarketing lists, you can also set up a Google Ad tag in your Google Ads account

You need to go to the Audience Manager for this:

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Then go to Audience Sources and select to configure the Google Ad tag

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Here you will be asked to select the type of data that will be collected using the tracking code and transmitted to your Google Ads account

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At the next stage, you will need to choose how to install the tracking code on your website

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1. You can install the code on the website by yourself if you see the admin panel of the site or FTP services

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2. Also, you can specify the email address of the web developer and send them instructions with the code

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3. Install the tracking code by yourself with Google Tag Manager

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The link to the GTM page (Google Tag Manager)

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Google Ads is indeed one of the best ways to attract your potential customer, increase traffic and sales, which ultimately leads to business growth. However, it should also be used wisely, having studied all the settings described and clearly defined the scope of your work. Sometimes, it is better to appeal to experienced specialists to create the most attractive Ads campaign.