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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
offer.

 

Structure Breakdown

 
Campaigns
Structure: Follow the directory of the website but don’t oversegment.  Separate campaigns are onlyneeded in case of different target locations, languages, budgets or ROI goals.
 
Features: Settings (bid strategy, target location, language, budget, ad rotation), audiences (RLSA, SAS,Customer March - these should be created through HubSpot), campaign level ad extensions (moretailored sitelinks, callouts, snippet, price and promotion)
Ad Group Level
Structure: Create a different ad group for each landing page.
 
Features:  Keywords (ideally broad match in combination with smart bidding), Creatives (3+ expandedtext ads with keyword insertion, if functions ad customizers), 1+Responsive search ad, ad group level adextensions (e.g. very tailored sitelinks, snippet, price or promotion extensions)
 

2. Set your budget

For the month, you won't pay more than your daily budget times the averagenumber of days in a month. Some days you might spend less than your daily budget, and on others youmight spend up to twice as much.When you’re first starting out, it can be a good idea to spread your overall budget (i.e. the amount youwant to pay for your whole account) evenly across your campaigns, until you get an idea which oneworks best for your business. But in general, you should set different campaign budgets based on yourbusiness goals. For example, if you want to draw shoppers to your “kids crafts” products one month, youshould consider setting a higher budget for that campaign, and lowering the budget for another, lessimportant one.You won't have to set keyword bids if on an automated bidding strategy (recommended) but if onmanual, you should balance picking a bid that will help get your ad a desirable ranking, while still stayingwithin your budget.3. Pick your keywords: The goal when picking keywords is to choose terms that you think peoplewill search for when they’re looking online for what you offer. In addition, you want your keywords to beas relevant as possible to the ad they trigger and to the landing page people will arrive at if they clickthat ad.To help you get started, Google Ads comes with a free tool called the Keyword Planner, which cangenerate a sample list of keywords for your campaigns. (We recommend reviewing the list ofsuggestions and only using the ones that make sense for you.) The Keyword Planner can also help youestimate how much to bid on a particular keyword so your ad shows up in search results — this can giveyou an idea about whether certain keywords are too expensive for you to bid on, and which will fit withinyour budget.
 
 
Learn more about the Google Ads Keyword Planner tool
 
 

4. Set your keyword match types

“Keyword match type” is a setting in Google Ads that letsyou further refine when your ad will show up on Google.
 
Broad Match:
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.
 
Phrase match:
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.
 
Exact Match:
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].
 
Negative Match:
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.
 
 

5. Set your landing pages:

Your landing page is where potential customers arrive after clicking onyour ad. Choosing a page that’s relevant to your ad and keywords can help people find what they’relooking for more quickly: so, if your ad is promoting a sale on yarn, choose a landing page where thatyarn is prominently featured, instead of just sending people to your website’s home page.
 
 

6. Decide which devices to show up on:

Do your ideal customers search on a desktop, mobiledevice, or both? Are you more interested in reaching shoppers when they’re out and about, or peoplewho want to make an immediate online purchase? As you set up your Google Ads account, considerwhich types of customers you want to connect with (and more importantly, the types of devices thosecustomers use), so you can reach them. For instance, if you run a car repair shop and want to attractcustomers when they’re nearby and needing help, consider showing your ads only on mobile devices.Learn more about Google Ads mobile ads here.
 

7. Write your ads:

Your ad is the first impression many people will have of your business, so makesure it communicates that you have what they need. This is easiest when the ad actually contains thekeywords people search for — which you can accomplish by breaking your campaign out into clear adgroups, and writing unique ads for each (a yarn-promoting ad for your yarn keywords, and acraft-promoting ad for your craft supplies, for example). This will make your ads more relevant topotential customers, and also possibly increase your Quality Score.

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