April 25, 2019

Create a Google Ads campaign in 8 steps

Nagy Reka

Marketing Manager

Did you know that 98% of Romanians use Google for the searches they do every day?

But what do you do if your company doesn’t appear in the first results online? One of the solutions we recommend is Google Ads. Whether you use the services of a marketing agency, a freelancer or you take care of it yourself, here are some essential steps you need to follow to achieve the desired results:

1. Purpose and objectives

You need to determine from the beginning what is the product, category or service you want to promote. We recommend that you focus on one of these because the campaigns will be better optimized and the results to match.

To make it easier to understand, we propose a small exercise based on which we will create a punctual campaign.

For example, we have an e-commerce company that deals with the sale of clothing items. The main purpose is to sell them. As a goal for the next period, we have to increase the sales of summer dresses by 20% compared to the last 3 months. Therefore, the campaign will focus on the sale of these clothing items.

2. Analysis and strategy

Once you’ve established your campaign goal and objectives, the next step involves analyzing the market and competitors. You identify where your target audience is and create your strategy based on them. It’s very important to set your performance indicators, so you can measure the results of the campaign.

3. Materials Required

There are several types of Google Ads campaigns, namely: search, display, video and others. Each one has the purpose of contributing to the achievement of a goal that you must set from the beginning. So, depending on the campaign you choose, materials such as: images (on different sizes), texts, video or product feed must be prepared.

4. Campaign and ad group creation

We’re supposed to choose to create a campaign for Google Search:

Campaign: Summer
dresses Campaign duration: 01.05.2019 – 30.06.2019
Daily budget: 20 lei

Bid strategy: We recommend opting for a CPC strategy or maximizing conversions

Maximum standard CPC: 0.2 lei

Ad groups:

Summer dresses with flowers
polka dot summer dresses
Monochromatic summer dresses

5. Keyword identification

The next step is to identify which keywords will generate traffic and conversions. An important help is from Keyword Planner, a tool offered by Google Ads.

Example: We enter the word “summer dresses with flowers” and analyze the words that appear as suggestions.

Keywords:

+dresses +summer +flowers
+dresses +flowers
“long dresses with flowers”
“short dresses with flowers”
“Dresses with flowers small sizes”
“Dresses with flowers plus sizes”
[summer dresses with flowers]

6. Ad creation

Once we have the ad groups and keywords, we move on to the most creative part, which is ad writing.

Example: Summer dresses with flowers | Elegant outfits | New Collection 2019

We have prepared a collection of over 200 models of summer dresses with flowers.

In order for the ad to be as optimized as possible, the “display path” includes an expression that is also used in keywords, namely a word (summer dresses).

We recommend having at least 2 ads for each ad group.

7. Extensions

To maximize the performance of your campaign and ads, it’s a good idea to use all extensions that are relevant to your original goal.

In the example below we have added 2 sitelinks that aim to send customers to Facebook and Instagram pages. They can be replaced, as the case may be, with others such as: Blog, Contact, different pages on the site (Women’s Shoes, Women’s Accessories) or others.

Notification extensions: These provide potential customers with additional information about offers.

Example: Free shipping. Delivery in 24 hours. Or they can be CTA: Order Now. Grab the offer.

Call extensions: It’s always important for people to have a phone number handy to contact you.

If you have completed all these steps, the campaign is ready. Don’t forget to select the locations where you want your ads to appear and, optionally, the time slots in which they will appear.