Chapter 7 Search Engine Marketing – From Starting Small to Winning Big

CHAPTER 7

Search Engine Marketing

Search engine marketing was earlier a term that included both Search Engine Optimization (SEO) and Paid Search. Now Search Engine ­Marketing is mainly used for Paid Search campaigns.

In simpler terms, Search Engine Marketing is the process of gaining visibility of your products or services in the search engine results pages by running paid search ads or Pay-Per-Click (PPC) campaigns. The benefit of running a paid campaign is that you will be targeting the audience who are already motivated to buy.

SEM Versus SEO

Search Engine Marketing refers to running paid search advertisements by paying to the search engine, whereas Search Engine Optimization is done without paying anything to the search engine.

You might be curious if you can make your website visible in the search results by free SEO, then why should you be spending money on paid campaigns. The answer to this lies in understanding the difference between SEO and SEM.

SEO is a slow process, and it takes time for a website to rank on specific keywords. The blogs written for SEO purposes are mainly written to drive relevant traffic to your site. A lot of on-page and off-page efforts are required for SEO, and there is still no guarantee that your website pages will be visible in the top search results.

SEM, on the other hand, gives you instant results. Through paid ads, you will target the audiences who are about to make a purchase decision.

Let’s take an example; you have recently created a website that sells perfumes. You have started with your SEO strategy to write keyword-oriented search engine optimized blogs. You have so far written four blogs on your website. You search for a specific keyword in Google to find your oldest blog, and it is still stuck on the third page of Google search results. You find that all the results on the first page of Google for your selected keywords are from well-established brands that have been in the industry for decades.

For a new website to rank organically, it will take time and effort for the on-page and off-page efforts to kick in.

In this case, you can run Google Ad campaigns to target people who are looking to buy perfumes. You may be losing out to your competitors organically, but you can outperform your competitors through paid search campaigns.

A combination of SEO and SEM is the most effective digital marketing strategy for your business.

How Does Paid Search Work?

Whenever a user types specific keywords on which you are running your paid ads in the search engine, your ad copies will appear in the search results. Getting your ad copies in the search results for specific keywords depends on how effectively you have structured your paid search campaigns and how well you are running them.

There a combination of different factors that makes your ad appear on a specific spot on the Search Engine Result Page (SERP). The overall goal of Pay-Per-Click advertising is to get people to your website or landing pages and make them take a specific action.

The spot at which your ad appears on a search engine result page is decided based on bidding that takes place for a keyword.

Many businesses would want to be shown on the first page of the search results. There are a limited number of ad spots available for a keyword, and there are auctions that decide the ad spot.

The search engines provide platforms such as Google Ads and Bing Ads to advertisers to bid for keywords to run their ads. The advertisers pay when people engage with the advertisements that are measured through impressions (views) or clicks.

Google Ads

Google Ads is the paid advertising platform that lets you run paid campaigns on the Pay-Per-Click and Cost-Per-Impressions basis using Google search engine and Google’s network of sites.

Google is, without a doubt, the most popular search engine across the globe. There are 3.5 billion search queries entered into Google each day. There are other search engines Bing and Yahoo, but Google dominates the search engine market with over 72 percent of users.

Google Ads will provide you a platform with a high return on investment. Advertisers make on an average $2 for every $1 they invest according to Google’s Economic Impact Report.

Google provides a variety of options to run your ads on Google’s different products. You can run your campaigns on:

  • You-Tube
  • Gmail
  • Google Maps
  • Google search results
  • Partner websites
  • Mobile app downloads

Re-marketing ads are a great way to engage your website visitors who didn’t purchase from your business initially.

Why Should You Advertise on Google Ads?

As discussed earlier, your SEO efforts will take some time to kick in. Getting your website pages on the top Google search results will take a lot of time and patience for your chosen keywords.

Writing 2,000 words for a highly research-oriented article will take at least 6 hours. For your blog to rank in the top 10 search results will need some backlinks from some high authority sites depending on the keyword difficulty. Similarly, with your social media strategy, you will require a lot of time and effort to increase the engagement on your social media pages.

With Google Ads, you will be generating leads and sales within minutes of your launching your Google Ads campaign.

The blogs you write for the purposes of SEO help you target audiences that are in the initial phase of their buyer journey. For example, if you are into a business of selling smart TV, you would write a blog on “smart TV buying guide” to make your target audience aware of your brand online. This way, you will target an audience who has just started with researching smart TVs, and they intend to get well informed before making a purchase decision.

While if someone uses the search term “55 inches smart TV,” their search intent is to buy a smart TV online. You would want to show your Google Ad to someone with this search intent.

With Google Ads, you choose the keywords that will drive sales for your business.

Elements of a Google Ads Account

  • Ad Campaign
  • Ad Groups
  • Keywords
  • Ad text
  • Landing pages

Let’s understand the Google Ads account set up with an example. Your real-estate business offers three different services, such as Renting, Purchasing, and Leasing properties. You want to run paid search campaigns for all these services.

You can set up your Google Ads account with three Ad Campaigns for Renting Properties, Purchasing Properties, and Leasing Properties. In the Renting Properties Ad Campaign, you can create two different Ad Groups for Renting Apartment and Renting Office Space. In the Renting Apartment Ad Groups, you can keep all the keywords related to renting an apartment.

You can then add Ad Copies and Landing Pages for the keywords. You can even segregate Ad Campaigns based on locations, seasonal discounts, and so on. You must structure your Google Ads account in a way it’s easier to implement campaign level changes.

So your Google Ads account has Ad Campaigns at the highest level. In the Ad Campaign, you have different ad groups. Each Ad group consists of keywords and ad copies.

Google Ad Campaigns

Google network provides you to run three types of Ad Campaigns.

Search Ads

The search ads are the text ads that appear in the Google search results. You may have noticed ads appear in your Google search results when you search for a product.

Display Ads

The display ads are the image-based ads that are shown on the web pages in Google Display Network.

Video Ads

You would find these ads in your YouTube videos.

We will be discussing the most commonly used Search ads and Display ads. As a beginner, you should master search ads as it gives you working knowledge of Google Ads.

Running Your Google Ads

Set Up Google Ads Account

You can create a Google Ads account for free; you can search for Google Ads in the search engine and navigate to ads.google.com. You just need to provide your e-mail and website URL to get started. Setting up a Google Ads account is an intuitive process.

While setting up the account, Google Ads interface will ask you to set up your first Ad campaign in which you need to set up budgets, targeting, bidding, and writing your first text ad.

Initially, you should start with a small daily budget. You should first run your campaigns to get a working knowledge of Google Ads before investing more money. You can choose the locations of your target audience.

You will get a lot of insights into your industry as well as how users are engaging with your ads once you start running your campaign.

Select Search Network and Display Network

Initially, you would be using the Search Network to run search ads, and later for re-marketing purposes, you can use display ads. I would suggest always start with search ads, and once you are well versed with Google Ads, you can go for display advertising. At times, display advertising can exhaust your budget pretty fast, and your ads will get displayed on unrelated sites if you have not correctly set your display campaigns.

Initially, you should let Google bid automatically. You can set the bids manually once you get reports on how much a click costs.

Write the first ad copy that you think will motivate people to click on your ad. You can take the help of a copywriter to write best converting ad copies.

As a practice, you should try to find out which ads are running in Google search results on the keyword you are targeting. You will get to learn which ad is on the top and what does the ad copy say and when you click on the ad copy, what is written on the landing page.

If no ads are running on your keywords, then you will not get ads in Google search results. Try different keywords to get some relevant advertisements in the search results that you can analyze. You will use Google’s Keyword Planner tool available in the Google Ads platform to find out the keywords you should run your ads on.

You need to ensure the Google Analytics account of your website is linked with your Google Ads account. Navigate to the Admin tab of your Google Analytics account. You will find the Product Linking option with Google Ads Linking option to connect your Google Ads account with Google Analytics.

You should also use the Urchin Tracking Module (UTM) codes to track your Google Ads Landing Pages. UTM codes are used to create a custom URL for tracking campaigns. You can use the Campaign builder, as mentioned in the chapter on Google Analytics, to monitor the keywords, the ad group, the landing page that got the conversion.

Steps to Start Running Google Ads Campaigns

  1. 1. Do keyword research
  2. 2. Set up the Ad campaign
  3. 3. Set up the Ad group
  4. 4. Write the Ad copies
  5. 5. Add your landing pages
  6. 6. Add negative keywords

Keyword Research: Finding the Keywords to Run the Ads On

As you create your Google Ads account, the next step would be to research the keywords that your target audiences use. In the Google Ads interface, click on Tools and Settings tab. Click on Keyword Planner in the first column, “Planning.”

You start with keywords that identify your product or services. For example, if you are selling chocolates, then you can use this keyword to search for relevant keywords. The Keyword Planner will give you average monthly searches for a keyword and competition.

Average monthly searches are the average number of times people have searched for the exact keyword in a month.

The competition defines the number of ads that are running on that keyword. The higher the competition, the higher would be the bid for getting your ad on top. You should go for less competitive keywords.

Long-Tail Keywords

The long-tail keywords have a longer search phrase with more specific keywords to search for anything. For example, “Buy leather jackets online cheap,” “best long lasting perfumes for men,” or “best adventure treks in California.”

Although these specific search phrases will have a lower search volume and lower competition, the chances of conversion would be higher. You can use the Keyword Planner by typing in a long-tail keyword, which will help someone find your business online.

Create a list of keywords and segregate them based on relevance. For example, if you have found 20 keywords and out of those 10 keywords are related to product 1, and the other ten keywords are related to product 2, you can segregate the keywords based on products in your list.

Setting Up the Ad Campaign

As you have a list of keywords, you can start setting up Ad Campaign. On the home page of your Google Ads, click on “Campaigns.” You will be navigated to a page where you will find a blue + sign on the screen on the left-hand side. Click on it and then click on +New campaign (Figure 7.1).

Figure 7.1 Setting up the Ad campaign

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On the next page, you will be asked to select a goal; you can choose the last option “Create a campaign without goal’s guidance.” You can then select the campaign type as Search. Skip the results you want to get for now and click on Continue.

You can then type in the name of your campaign. If you are doing segmentation based on product/service/offering in your campaign, then name the campaign accordingly. If you are doing the product—and location-wise campaign segmentation, then you should name your campaign, including the product and location—for example, Perfumes_US, perfumes_Canada, and so on.

The idea behind naming your campaign is that you should be able to identify the purpose of the ad campaign and which ad groups, keywords, ad copies, and landing page you will associate with the campaign.

Select the network as a “Search Network.” There is a “Show More” settings option in the next row. Click on it to set the start date and end date of running your ad. Initially, you should run your ad for one or two weeks to analyze how well are you doing with your ad campaigns. This will also control your budget spend. If you are running your ad indefinitely, Google will keep running the ad campaign and exhausting your budget.

The location tab is important if you want to reach a specific area to run your ad. You can run your ads in the locations based on zip codes as well. This is very relevant when the customer in the vicinity of your physical location will purchase your product or service. For example, for a gym in Los Angeles, it would be more fruitful to run Google Ads for people in the vicinity of the gym rather than showing their ads to someone in Florida. Skip the Language settings option. Google Ads will suggest the language.

Audience setting is used when you are running a display campaign. For the search campaign, you can skip this option as well.

You can set your daily budget and keep the Delivery method as standard initially. The accelerated method will spend your budget fast.

In the Bidding option, select “Clicks” in what do you want to focus on. Initially, you are not aware of what your conversion rate is, and you have no data, so you should start with clicks.

You can set a maximum cost per click bid limit. For example, if your daily budget is $10, then you can set a maximum cost per click as $2. For different keywords, the cost per click is different; you may be shelling out even $30. You will get more insights as you run your campaign from your data. You can also get the bidding price for a particular keyword in Keyword Planner.

In the next row, where you have “Show More” settings option, you can set the Ad schedule through this option. This setting is very important if you want to run your ads on specific days during a specific time.

For example, a consulting business would want to run its ads on business days that is, is Mondays–Fridays and stop running their ads on weekends. Similarly, for an e-commerce site, weekends might be more suitable for running their ads as compared to weekdays.

As you set your Ad schedule, you can click on “Save and Continue.”

Skip the Ad extensions initially. You can always edit your campaign and change your settings. The Ad extensions help you drive more clicks on your ads. If you are getting a lot of impressions (views in search results) on your ads, but very few people are clicking on your ad, then you can try using different extensions to boost click through rate of your ads. Here are some common ad extensions.

Sitelink Extensions

The site links provide additional links to your sites in the ad copy that appears in Google Search results. It gives more exciting information to make people click on them.

Callout Extensions

These extensions help you provide additional information about your product or service. A callout extension is 25 characters long and is used to communicate a feature or benefit in a Google ad.

Call Extensions

This extension is used to add your phone number in your Google ad. You can use your sales number or your customer service team number to allow anyone to reach out to you directly.

There are other extensions that you can choose to include in your ad. Always keep in mind that the purpose of ad extension is to get more clicks on your ad from your target audience. Include ad extensions that facilitate this purpose.

Setting Up Ad groups

Now you will be asked to name your Ad Groups and Add keywords in them. Based on the keyword list that you have, you can start adding keywords. You should create different Ad groups based on different keywords. The keywords you add to your ad groups can have different keyword match types.

Keywords Match Types

Keyword match types allow you to set when your ad is triggered based on the keywords. The match type you are using will help you reach out to your target audience.

Broad Match

The default match type is a broad match that is assigned to all the keywords you run your ads on. Broad match will let you reach the widest audiences as it will trigger your ads when any of your broad match keywords appear in the user’s search query in any order.

The broad match includes not only the keyword you choose but its synonyms, misspellings, related searches, and relevant variations. For example, if your keyword is “men’s perfume,” then your ad would be triggered for “men’s fragrance” and as well as “men’s cologne.” Your ad will also be triggered by the “men’s wallet.”

The broad match type will help your ad to be visible to a maximum number of people, and the downside of using broad match type is that your ad will be triggered on irrelevant searches. The clicks from the audience that are not looking to buy your product will cost you deductions of your Ad word budget.

Broad Match Modifier

It is an advanced version of the broad match where you can control when your ad appears in the search results. You can add a “+” in front of any keyword to use broad match modifier when you place + in front of a keyword, your ad only appears when the user search query has your keyword.

For example, in the above example, where we used men’s perfume, if you use your keywords like men’s +perfume, your ad will only be triggered when the user search query includes the keyword perfume. The search queries could be “expensive perfume,” “car perfume,” and so on. If you set both keywords using + sign +men’s + perfume, your ad will appear only when both the keywords are there in the search query. The search queries could be “best men’s perfume,” “cheap men’s perfume,” men’s perfume under 500, How to select a perfume for men, and so on.

The ad will appear when both the keywords are present in the search query. They can be in any order.

Phrase Match

The Phrase Match offers greater control over when your ad will appear in the search results. Setting the keywords as a phrase match will make your ad appear only when your keywords appear in the exact order in the search query. There might be other words before or after the phrase match keywords you have set. Keeping your keywords inside the quotations marks designates the phrase match.

For example, if you set the phrase match of keywords “rent apartment,” your ad will appear when the user searches for “rent apartment in the city center,” “a website to rent an apartment, and so on.” The ad would not appear for searches such as rent flat, rent luxury apartment, and so on.

Exact Match

This match type will make your ad appear only when the user searches the exact term or close variations. To set keywords as an exact match, you keep the keywords inside brackets [keywords]. Earlier, Google Ads only appear when the user typed in the exact term for the exact match keywords, but this way, a lot of the times, the ad would not appear when the user had used the close variation of the keyword with the same search intent.

Exact match helps you to reduce the irrelevant clicks you get on your ad, but on the other hand, it also limits the traffic on your ads.

For example, if you set the exact match of keywords “smartwatch
for men,” your ad will appear when the user searches for “smartwatch
for men.”

Writing Ad Copies

As you are done with finding out the keywords, the next step would be to create ad copies for each ad group. Your ad copy should include the keyword in the ad group.

Ad Headline

Your ad headline is limited to 25 characters to grab your target audience. Your Ad headline will help you get clicks on your ad. The new Dynamic Keyword Insertion allows Google to automatically insert exact keywords of your ad group into your ad copy (Figure 7.2).

Figure 7.2 Ad headline

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Below your ad headline, there would be your ad copy with two lines that have 35 characters each. You may feel that 35 characters won’t be enough to describe your offering. You can define the benefits of your business, or you can describe the features. You should always ensure that your ad headline and ad copy makes it clear to the audience what you offer. If your ad copy is confusing or doesn’t give clear information about what you offer, then you will be wasting money on clicks without getting conversions.

Add Your Landing Pages

For every ad copy, you will have a landing page on which someone who clicks the ad will land. The sole purpose of your landing page is conversion.

A person types in a query to search for a product or service, your ad is triggered as your ad copy contains the keywords. Your ad appears in the search results; the person finds your ad copy exciting and clicks on the advertisement. The person is then navigated to your landing page.

The landing page is where the conversion will happen. Landing pages are usually individual pages on your website, which are created for a user to take a specific action. The action could be to purchase a product, sign up for a free trial, or take any action that generates sales or leads for your business.

The landing page doesn’t have a menu like the other pages of your website. There is no navigation to any external page as the only purpose for the user is to take a specific action.

You may find businesses using their home page or feature pages as their landing pages. This is a bad practice if you are looking to generate revenue from your Google Ads investment. Using your website home page or any other page can be a good strategy for brand awareness but not good for generating leads or sales.

The best practice is that each of your ad groups should have keywords that you also use on your landing page.

The landing page content should convey the same message as your ad copy. For example, if your ad copy headline says, “Dark Chocolate cakes,” and on your landing page, you have mentioned all types of cakes you offer. The person who clicked on your ad was exactly looking to buy a dark chocolate cake. If he doesn’t find a dark chocolate cake in the first fold of your landing page, the person will navigate away from your landing page.

There are also instances when ad copy shows a different call to action, and the landing page has a different call to action. For example, the ad copy offers a Free Trial, whereas the landing page has the main call to action as Contact sales.

Value Proposition

Your landing page should have your value proposition, which is a short statement that explains the value of the product to your potential customers. The value proposition and your lead capturing form should be on the first fold of the landing page.

Add Negative Keywords

The keyword match type is already discussed above. You also need to add some negative keywords. These keywords will let Google know on which keywords you don’t want your ads to run.

As you run your ads campaign, you will find that a lot of times your ads are triggered on keywords that are no way relevant to your business. You can add these keywords as negative keywords. The negative keywords are really helpful in ensuring your ads are triggered for relevant keywords, especially when you use Phrase Match and Broad Match type. In the Exact match type, your ads are triggered only for relevant keywords.

The negative keywords are the keywords on which you don’t want your ads to be triggered. For example, if you are into the business of men’s perfume, you don’t want your ad to be triggered on men’s shoes. You can set “shoes” as a negative keyword. You will also see a lot of user’s search keywords when you run your ad campaigns. You can mark the keywords that are not relevant to your brand as negative keywords.

Negative keywords can also be of three types:

  • Negative Broad Match
  • Negative Phrase Match
  • Negative Exact Match

The negative keyword matches work exactly as the broad match, phrase match, and exact match; it is just your ads will not appear on the keywords you set as negative keywords.

To add negative keywords, click on “Keywords,” and then you will find the second tab as “Negative Keywords.” Add some negative keywords in the, and you can choose a campaign for which you have added a negative keyword (Figure 7.3).

Figure 7.3 Add negative keywords

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The other approach will be to go to a specific campaign and then click on Keywords on the left-hand pane. Click on the “Search Terms” tab. This tab shows the keywords that were used by the people who clicked on your ad copy. You can mark the term that is not relevant as negative keywords.

Most of the steps are similar in running basic display campaigns. I would suggest that you should first run Google Search campaigns, monitor the results you are getting in Google Ads regularly. As a beginner, you should focus only on your search campaigns, and as you gain confidence, you can start with display campaigns.

Make the changes in your Google Ads based on your findings, such as how many impressions, clicks, and conversions you are getting. What is the cost that you are spending per click and per conversion? How many leads are you generating through your Google Ad? How can you improve the efficiency of your Google Ads campaign?

You should also be aware of some crucial terms in Google Ads:

AdRank

Your AdRank will determine where your ad will be visible in the search results paid ads section. A higher AdRank implicates a better placement of your ad that will help to get more visibility and clicks on your ad. Your AdRank is your maximum bid multiplied by your Quality Score.

Ad Rank = Maximum bid × Quality Score.

Quality Score

The Quality Score is a way to measure the quality of your ad depending on the click through rate (CTR), the relevance of the keywords, the quality of the landing page, and past performance in the search results.

Bidding

Google Ads provides you a bidding mechanism where you can select the maximum bid amount you are ready to pay for a single click on your ad. The higher the bid amount, the better would be the placement.

The bidding options for Google Ads are as follows:

  • Cost Per Click (CPC): The amount you will pay for each click on your ad.
  • Cost Per Mile (CPM): The amount you will have to pay for one thousand ad impressions, which means when your ad is shown to a thousand people.
  • Cost Per Engagement (CPM): This is the amount that you will have to pay when someone takes a predefined action on your ad.

Click-Through Rate (CTR)

The Click-Through Rate helps you to know the percentage of the clicks you got on your ads compared to the number of views of your ad. The higher the CTR, means higher is the relevancy of your ad copies and the keywords on which you are running your ads.

Conversion Rate

The conversion rate helps you to know the number of form submissions compared to the total number of visitors on your website. Let’s say 100 visitors reach the landing page by clicking on your ad. Out of these 100 visitors, 20 visitors filled the lead generation form. The conversion rate would be 20 percent. A higher conversion rate means that the overall landing page experience is excellent, which is driving conversions.

Monitor Your Google Ads

You should be evaluating each for the following metrics:

Cost Per Conversion

The cost per conversion is the cost spent per conversion.

Ad Spend/Conversions = Cost per conversion

For example, if you have been running four different campaigns and your conversion goal is to get sign-up for a form. You have run your campaigns for a week, and the total cost spent on your ads is $200. You have got 20 form signs ups through your search ads.

In this case, your cost per conversion would be

200/20 = 10

So you are spending $10 per conversion.

The conversion goal for the different industries would be different, and so would be the cost per conversion. For an industry, a cost per conversion of $200 may be very high, and for another industry, it may be reasonable.

You can know through your cost per conversion which campaigns are performing well and which campaigns are underperforming.

You can choose to reallocate the budget of your underperforming campaigns to your performing campaigns. You may choose to scale the performing campaigns and tweak your other campaigns based on the observation of your performing campaigns.

Conversion Rate

It helps to measure the conversion concerning clicks the ad received.

Conversions/ Clicks on the ad × 100 = Conversion rate

The conversion rate will help you to analyze your landing page effectiveness. A higher conversion rate means a better landing page message and experience.

Getting more clicks and fewer conversions mean a lower conversion rate, and then you should:

  1. 1. Add/replace your Call to Action (CTA) on the landing page.
  2. 2. Change your Landing Page Content to improve the message you are communicating.
  3. 3. Change the design of your landing page to engage visitors visually.

If you have a higher conversion rate, then you can use a similar landing page for other ad campaigns, as well.

Search Impression Share

You can find these metrics in the Columns Modify Columns Competitive metrics tab. Your ad would be running based on your specific keywords. It is not 100 percent of the time that your ad will be visible to your target audience.

If the Search Impression Share for a campaign is 75 percent, then it means if there are 100 opportunities for your ad to be shown. It shows 75 times out of the 100 opportunities.

To improve your search impression share, you need to change your budget allocation and Quality Score.

Quality Score is a very critical factor for your ad campaigns. You should always focus on improving the Quality Score of your keywords. You should check your ad copy to improve its click-through rate that impacts the Quality Score.

Initially, while running your ad campaigns, you will have a lower search impression share, so you should look at this data after running your Google Ad campaign for at least two months.

Apart from tracking these campaign metrics, you should also monitor the quality of the leads that you are getting if your conversion goal is not sales. For an e-commerce company that is selling a product, it is easier to find out the effectiveness of their Google Ads through the revenue they are generating. For a service company, if their conversion goal is to book a consultation, then they need to evaluate whether the leads that are coming in through Google Ads are converting into sales or not.

Points to Remember

  1. 1. Search Engine Marketing is the process to get visibility of your products or services in the search engine results pages by running Paid Search ads or Pay-Per-Click (PPC) campaigns.
  2. 2. Google Ads is the paid advertising platform that lets you run paid campaigns on the Pay-Per-Click and Cost-Per-Impressions basis using Google search engine and Google’s network of sites.
  3. 3. Getting your website pages on the top Google Search results will take a lot of time and patience for your chosen keywords.
  4. 4. With Google Ads, you will be generating leads and sales within minutes of your launching your Google Ads campaign.
  5. 5. Elements of a Google Ads account:
  • Ad Campaign
  • Ad Groups
  • Keywords
  • Ad text
  • Landing pages
  1. 6. Steps to start running Google Ads:
  2. 1. Do keyword research
  3. 2. Set up the Ad campaign
  4. 3. Set up the Ad group
  5. 4. Write the Ad copies
  6. 5. Add your landing pages
  7. 6. Add negative keywords
  8. 7. Keywords Match Types

Keyword match types allow you to set when your ad is triggered based on the keywords.

  • Broad Match
  • Broad Match Modifier
  • Phrase Match
  • Exact Match

Assignment

  1. 1. Set up your Google Ad Account and use the Keyword Planner tool to find out 20 relevant keywords to your product or services.
  2. 2. Create two different campaigns and create Ad groups to segregate your chosen keywords logically.
  3. 3. Create ad copies for your ad groups and create one landing page each for your ad groups.
  4. 4. Run your ad campaign on automatic bidding mode for two weeks.
  5. 5. Analyze the different metrics outlined in this chapter after running your ads for two weeks.
  6. 6. List down all the action steps you need to take in Google Ads to improve the number of clicks and conversion based on your analysis.