Google Ads is the biggest online advertising platform available. Through the platform, businesses and marketers can create online ads that target their customer base, increasing site visitors, raising brand awareness, and, by extension, boosting sales.

With such a broad user base, Google Ads can earn your company a striking return on investment (ROI). But first, you need to set up and optimize your Google Ads campaign. That means setting aside the time to learn what’s needed as well as a few expert tips to optimize your ads.

In this article, we’ll be covering all the basics of how to set up a successful Google Ads campaign. We’ll explain everything you need to know about the platform, from the different types of ad campaigns to how-to improve your Google Ads campaign’s performance.

How to set up a successful Google Ads campaign

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Setting up a successful Google Ads campaign means answering a series of critical questions about your business and your hopes for the campaign. Let’s go through them.

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1. What’s your objective?

No two campaigns are ever the same – just as no two businesses are ever the same. How you use Google Ads stems from your overall objective.

Do you want to boost brand awareness? Generate leads? Build website traffic? Or advertise local store visits and promotions?

Whatever your objective, make sure it’s clear and concise. Here are some options to choose from:

  • Sales
  • Leads
  • Website traffic
  • Product and brand consideration
  • Brand awareness
  • Local store visits and promotions

These objectives can radically change your campaign – for example, if you want to ramp up your website traffic, you’ll want to choose a bidding type that maximizes clicks.

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2. What campaign type?

As part of Google Ads, there are eight different campaign types. Here’s an overview of each:

Search campaigns

Show text-based ads to consumers as they search Google for products and services. Helpful for driving sales, leads, or traffic to your site.

Display campaigns

Visually engaging ads showcased across millions of websites, apps, and Google-owned properties, e.g., YouTube. A great option for expanding your reach.

Video campaigns

Video ads on YouTube and other websites. The focus here is on expanding your reach and building brand awareness.

Shopping campaigns

These product listings are displayed both in search results and the Google Shopping tab. Ideal for retail marketing, boosting sales and leads and generating interest in a local store’s inventory.

App campaigns

Find new app users and increase sales by marketing across Search, Play, YouTube, Discover, and over 3 million sites and apps.

Local campaigns

Promote a local business across Search, Display, Google Maps, and YouTube. (Note: all Local campaigns will automatically upgrade to Performance Max in August 2022).

Smart campaigns

An automated campaign type – requires little information to get started and can increase your sales.

Performance Max campaigns

Goal-based campaign type that is designed to allow performance advertisers access to all Google Ads inventory in a single campaign. Performance Max campaigns are simple to set up, automated, and provide richer insights into how the campaign is doing.

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3. What’s your budget?

The limiting factor for most advertisers is budget. We’d all love to plaster our business across every corner of the internet, but it’s simply not worth the money. You need to decide what you can reasonably afford – remember, it’s all about the ROI (and your capacity to handle new clients).

Review the average ROI for your industries; across all businesses, Google Ads estimates that businesses make $2 for every $1 spent.

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4. How will you bid?

You’ll also need to determine how you will bid for ad space. Google allocates ads, first based on relevance and second based on your bid. For Search campaigns, keywords are auctioned, and the highest bidder wins. You can decide to set your specific bid types manually – or you can choose an automated bidding strategy (e.g., Target Return on Ad Spend (ROAS) or Target Cost Per Acquisition (CPA)).

Under these automated strategies, Google’s algorithm will make judicious decisions about whether a particular ad aligns with your ultimate goals – based on the available data.

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How to improve Google Ads campaign performance

In this section, we’ll be primarily focusing on search campaigns. However, many of these tips also apply to other campaign types.

Here’s what you need to do to improve your Google Ads campaign performance:

Add extensions

Extensions are an opportunity to include additional information in your ads, such as website links, reviews, phone numbers, addresses, directions, and more. They’re available for Search, Video, Discovery, and Performance Max campaigns. Not only do they provide further information to your customers, reducing the need to scour your website, but they also expand the ad’s size – increasing your click-through rate (CTR).

Optimize keyword targeting

Keywords are the backbone of your campaign but it’s important to optimize for keywords that have the right searcher intent. Continually review and rework your keywords – you ideally want high volume, low competition keywords, as these will be the most cost-effective. Otherwise, focus on keywords with a high intent, e.g., best eCommerce SEO company in Denver as opposed to best SEO company – consumers using high intent keywords are more likely to purchase your product.

Revise your landing pages and copy.

Your ad’s copy needs to zing – grabbing your audience’s attention from the first to the last syllable. What you say should also relate to where your ad goes. If your ad is tailored to a particular product, link to the product page. You want to minimize the number of clicks the consumer needs to make: the more clicks, the fewer sales.

Use negative keywords.

The keywords you don’t want to appear for are as important as those you do. Using your data reports, build a list of negative keywords, like competitors’ brand names, keywords relating to other locations, etc.

That’s how to make a successful Google Ads campaign. Follow these tips as you’re getting started to ensure every cent you spend on Google Ads is working towards your overall goal.

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Setup a Successful Google Ads Campaign Today!

Are you tired of spinning your wheels and gaining no traction? Schedule your free consultation with Clicta Digital today to produce a results-driven Google Ads campaign with our Google Ads experts!