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How To Setup A Google AdWords Campaign

How To Setup A Google Ads Campaign


Whether it’s a Search, Display, Remarketing, App or shopping campaign you want to setup in Google AdWords, it’s important that you follow a process.


Search campaigns are obviously the most popular. And most advertisers will start by setting up a Search campaign before exploring other campaign types. So this is the campaign type we will focus on here.


Here’s a process to follow in setting up a google AdWords Search campaign:


Keyword Research


The first step to setting up a google Ads campaign is doing keyword research. Using the keyword planner tool in AdWords you can find hundreds or thousands of keywords to bid on.


Keyword Research Tool


Just make sure they are relevant to your products or services. Download them into a spreadsheet and their suggested ad groups and you can regroup them later to make them more tightly themed.


Create campaign


Next you’ll setup the campaign by choosing the campaign type and naming it. This will be a Search campaign so it will be a Search Network Only Campaign.


Google Ads Campaign Setup


Add campaign settings


Now you’ll choose the campaign settings that will determine such things as:


⁃ which locations your ads will appear in
⁃ How much you want to spend daily
⁃ How much you want to bid for your keywords
⁃ When your ads will appear (days and hours)
⁃ Which devices ads should appear on


These are the main features you’ll set at the campaign level. You can come back to them later to make changes based on performance.


Some of these features you can set at the account level and apply them to many of your campaigns. This will save you a lot of time.


Create first ad group


Next, you’ll create your first ad group. This is where you’ll add some keywords and create your first list of text ads. You should add between 3-5 Ads per Ad group – mainly for testing purposes.


The keywords tab will also provide some suggestions which you can add here.


Add more ad groups


Now you’ll go back to the keyword spreadsheet that you created during keyword research. For each ad group you should create related text ads. Try to make sure that you have the main keywords in Headline 1 of the Ads.


You can upload the spreadsheet into Google Ads or copy and paste it. You can also use the AdWords Editor tool to upload them into Google Ads.


Add negative keywords 


Next you want to add negative keywords to block all searches that aren’t relevant. You’ll find these negative keywords when you do your keyword research


Negative Keywords


Add Ad Extensions


Next you should add as many ad extensions as possible. Ad extensions appear with your normal ad and highlight other important parts of your business or website


Ad extensions


These are the important ad extensions you should add at a minimum:

⁃ sitelinks
⁃ Callouts
⁃ Call
⁃ Structured snippet
⁃ Locations
⁃ Price

Of course the extensions you add will depend on the nature of your business.


Launch campaign


Finally, you should launch the campaign. This will usually happen automatically when the ads have been approved. Or if you’ve paused it after setup, you can launch it later when you’re ready to start advertising.

I'm a Certified Google Ads Expert and Marketing Author and in this blog I share my latest tips and secrets on how to promote your business successfully on the web and increase customer loyalty, retention and advocacy on Google Ads.

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