In this guide, I’ll walk you through 10 of the most important laws for businesses when advertising...
10 Steps for Optimized Google Ads Search Campaign Launch
Set up tightly organized ad groups with relevant landing pages: No less than 10 and no more than 100 keywords per ad group.
1. Organize your account:
How do you set your account up for success from the beginning? Start by breaking down your products or services into categories, and basing your account structure on those. (One good option is to mirror the structure you already use on your website.)
There are two levels of organization within a Google Ads account: campaigns (the higher level) and ad groups (the lower level — you can have multiple ad groups in each campaign). Think about campaigns as representing larger categories in your business, and ad groups as representing smaller, more specific sets of products or services. For instance, if you run a craft supply store, you might create these campaigns and ad groups:
Campaign 1: Knitting and sewing
● Ad Group 1: Yarn
● Ad Group 2: Needles and hoops
● Ad Group 3: Fabric and embroidery thread
Campaign 2: Kid’s crafts
● Ad Group 1: Paint and markers
● Ad Group 2: Glitter and glue
● Ad Group 3: Craft kits
Creating separate campaigns, ad groups, ads, and keyword lists for your products helps keep your ads relevant, making sure that someone who’s looking for “glitter glue,” for example, doesn’t accidentally see your ad for “embroidery thread” and think you don’t have what they need. The more focused and specific your ads are, the more people you can reach who are interested in exactly what you have to
2. Set your budget
4. Set your keyword match types
The “broad match” setting shows your ad for searches that contain your keywords in any order, and for related terms. This option shows your ad in the broadest variety of searches, and is the default setting for all campaigns.
This setting allows you to specify that certain words in your broad-match keyword must show up in a user’s search to trigger your ad. So, if your keyword is “high fiber wool yarn” and you wanted to make sure “wool” and “yarn” were always present in a search, you could ensure that by adding a plus sign (+) before those words. So, your broad match modifier keyword would be: high fiber +wool +yarn.
Matches user searches with the keyword phrase (or close variations of the phrase) with additional words before or after. Close variations include terms with the same meaning. ... Additional words may appear before, after, or between the terms. More info here.
When you choose exact match, your ad will only show if someone searches for the exact word or phrase you choose. For this option, put brackets around your keyword, i.e.: [wool yarn].
This match option (manual process) allows you to exclude undesirable words or phrases from triggering your ad, weeding out irrelevant traffic. For instance, if you only sell high-end yarn, you might want to exclude words like “bargain” or “cheap.” You can do so by putting a minus sign in front of the words you don't want to show up for, i.e.: -cheap, -bargain.