How to set up a new Google Ads campaign

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Nice/Need to know ahead of time

Customer’s name, contact info, address, and credit card information.
Access to the New Content Questionnaire (check client drive)
Preferred list of keywords (usually in New Content Questionnaire, but can be found elsewhere. This will not always be available)
There are two “views” on Google ads, express or a more complex one. If given the choice, choose the complex version.
Google Ads has a hierarchy with “Account” as the top level. Account -> Campaign -> Ad Groups -> Ads
You can set the budget and geographic location at the CAMPAIGN level.
The more ad groups you have, the more the budget gets diluted. You also want to have no more than 20 keywords per ad group.
Keywords come in three types: broad match, phrase match, and exact match.
- broad: homes for sale ladysmith
  - can get stuff you don’t want, like garage sale, ladysmith barbershop, etc because it searches each term individually
- phrase: “homes for sale ladysmith”
  - More flexible and refined than broad, this will also show for “houses for sale ladysmith” (home/house) and other variations. (RECOMMEND TO USE THIS TYPE)
- exact: [homes for sale ladysmith]
  - This is exact so if someone actually types “homes for sale IN ladysmith” this will not show up.

Step 1: Create an Account

ads.google.com

If the $600 promo is still on, click the link to sign up that way. It might be a bit hidden on the front page.

Step 2: Create Payment Profile

Most of these are self-guided, but pay attention to these key areas:

Change primary contact to client.
For the two questions about Google Ads reaching out for tips or advice about promos, select NO

Step 3: Get Organized with Keywords and Outline

Write out an outline for each ad group and what kind of keywords will go into each one. Since you’ve selected the geographic location already, these don’t necessarily need to line up with specific locations.

Step 4: Create a New Campaign

Objective: “website traffic”

For type, “search” is usually chosen.

Performance Max is AI-driven and a new feature. We may use this more down the road.

Goals: page view

Enhanced conversions? Leave it on, it is a new feature.

Step 5: Bidding

Focus: clicks (or conversion). Don’t set target cost.

Customer acquisition: leave turned off “only bid for new customers”

Step 6: Additional Campaign Settings

Search and display networks = ON

Locations. “enter another location” and add it in.

Location options: Choose “Presence or interest”
The “interest” part means that someone looking for a house to buy in Ladysmith can see your ad if they are viewing from Edmonton. They have the intent.

Exclude French language.

Audience segments “in market” means Google knows they are looking for it (they are “in the market).

Targeting or Observation: Choose Observation

Broad match = OFF

More settings – no end date or schedule, no URL options

Step 7: Create an Ad Group with Ad

Use campaign builder for the URL.

https://ga-dev-tools.google/campaign-url-builder/

Source: google
medium: wmwl
name: ad group name

The “Display Path” is a fake one just for appearances.

Paste your keywords, add phrase match quotes if relevant. Do not upgrade to broad match (can do later if needed).

Fill out the headlines and pin them.
1st position = What it is or keyword
2nd position = Benefit
3rd position = CTA

Creating headlines and descriptions can be time consuming. Use information from the New Content Questionnaire to fill in some gaps.

Fill out as many extensions as you can for Sitelinks and Callouts. A sitelink can be other pages on their website (about me, contact, etc). Write more for the person than a search engine. Callouts add to the description. There are also promos, prices, etc. “Call” is a good one to add as well.

Step 8: Set budget and complete

We usually do $10/day but this will vary client to client.

Step 9: Review and Tweak

Once it is all working, check back and twae

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