Dmitriy К. Google Ad Expert

Checklist on how to set up an advertising campaign in Google Ads

More than half of the world's users search for information through the Google search engine and enter millions of queries daily. Therefore, launching an advertising campaign on search is a great way to expand the target audience, tell users about your offer and attract them to the website.

What is search advertising in Google Ads?

Search advertising is an ad block that displays ads on Google's search and search partner websites when a user requests something. There is a block of ads at the top of the search results page. It has up to four advertisements. The most fierce competition among advertisers is for these advertising spaces.

At the bottom of the page there is also an ad block, which includes 3-4 ads. To get an ad to the top positions of an ad unit, the algorithm takes into account many factors such as keyword bids, relevance of the ad to the user's query, ad rating, etc.

Before launching an advertising campaign in Google Ads, you need to complete the following steps:

1. Install a Google Analytics counter on the site.

2. Set up goals and event tracking in Google Analytics.

3. Collect keywords for the campaign.

4. Prepare landing pages. The content of the pages that the user lands on through the ad must be relevant to the user's query.

Google Ads campaign checklist

1. Select and group key phrases:

- reference list (from Google Planner);

- expand the list with search suggestions;

- cluster the keys.

2. Link Google Analytics to Google Ads (configurable in Google Analytics).

3. Set up goals in Google Analytics (landing page views, event tracking, pages viewed per session).

4. Create a Google Ads Campaign:

- select the campaign objective (sales, leads, website traffic, interest in the brand and products, brand awareness and reach, app advertising, campaign without a goal);

- set the campaign type (Search Network, Display Network, Shopping Campaign, Video, Apps, Smart Campaign).

5. Set up a campaign:

- give the name of the campaign;

- select the display location (search network, display network);

- set other settings (campaign start and end date; campaign URL parameters; setting up dynamic search ads);

- set the location;

- specify the languages ​​of the campaign;

- set up an audience;

- set a budget and rates;

- set up additional links;

- install ad extensions (qualifiers, structured descriptions, links and attachments, messages, promotions, prices, addresses and phone numbers).

6. Set up an ad group and create ads (specify the final URL, write 3 titles, specify the display path, describe the promotional offer, set the parameters of the ad URL).

7. Wait for the ads to be moderated.

8. Monitor results and make campaign adjustments as needed.

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