Google Ads
Creating a campaign
Your first step is to create a Google Ads account. After doing this, you will have access to the Google Ads dashboard, which is home to all of your ad campaigns. After accessing Google Ads, you need to start your campaign. Decide what your campaign goal is. This can be conversions, leads, traffic, or other site related business goals. Then you will be prompted to select a campaign type. Campaign types are based on your marketing strategy, goals and how much time and money your business will invest in the campaign. This affects how Google will target your ads. After this, you will be able to set your campaign settings and budget. Google Ads also offers Performance Max campaigns, which help you save time but still have an optimized, successful campaign. Performance Max utilizes Google AI to set budgets, create audience segments, and quickly analyze data to optimize your campaign in real time to ensure the best results.
Step 1
Understanding Bidding
Bidding within Google Ads is an auction format that determines your ads' placement in a Google search. There are a variety of types of bidding within Google Ads. Manual bidding is when you determine what CPC (cost per click) you are willing to spend on your ad campaign. Automated bidding is when Google Ads determines how much should be spent on bidding based on your campaign's goals. Target impression share allows you to tell Google how much you want to show up in searches and Google Ads will adjust based on that. Specific campaign types such as video or display also have their own bid types as well. An auction occurs every time a user searches on Google. The ad with the highest ad rank, which consists of how much you're willing to pay, ad quality, and SEO will win the bidding auction. Google Ads bidding auctions have a unique system for how much an advertiser pays for an ad. In a Google Ads auction, if you win, you will only pay as much as the advertisers ranked below you were willing to pay on the ad placement. This ensures that only the most relevant and best optimized sites get the highest placement on a Google search. This is also beneficial for advertisers who don’t win the auction, because you only have to pay when you receive a click from the Google search.
Step 2
Keywords
After creating your campaign and editing the settings, it will be time for you to define keywords for your campaign. Keywords are arguably the most important part of a Google Ad campaign. In class this semester, we focused a majority of the semester into learning about keywords, and inputting keywords into Google Ads. We did a variety of experiments with keywords and explored how keywords would affect a business’ campaign. This is because keywords are what a user types into Google in order to prompt the results they see. If you don’t specify the correct keywords in your Google Ads campaign, you could miss out on clicks because the search doesn’t align with your campaign keywords and SEO. There are 3 types of keywords. The 3 types are broad match, keywords that trigger search with any word used in the keyword, phrase match, which are keywords that trigger with the phrase used, and exact match, which trigger searches only using the exact words in the keyword. Google Ads also allows you to input negative keywords. These types of keywords ensure that your campaign will not show up when a user searches terms that are not associated with your campaign. For more information on keywords, I have an entire post dedicated to an in-depth look on how to input them and use the Google Keyword Planner!
Step 3
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