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Learn Google Search Ads & Types of Google Ads 2020

Google Ads are one of the most powerful ways of reaching out to people. Whether you want to sell something or you want to get something downloaded, there are different types of Google Ads for all these purposes.

In the previous blog, we talked about Google AdWords introduction where we talked about the different abbreviations that you should keep in mind before starting off with Google Ads. Also, along with that, there are a lot of certifications that you can apply for if you are proficient in Digital Marketing or even Google Ads.

For Google Ads alone, there are more than 10 certifications that you can apply for. So, all the different types of Google Ads have at least one or two certifications with them. So, without further ado, let’s get started with how to create AdWords campaign for Google Search Ads in 2020.

How to set up a Google AdWords campaign

With the help of Google AdWords search campaign, you can easily reach out to all those people who could be interested in your product or services. You might be shocked to know that every minute, 3.8 million Google searches are made. This is such a huge number that you could literally find almost any of your target audience or potential customers in just a minute.

Let’s see all the steps for how to create AdWords campaign.

Go to your Google AdWords account

Google Ads HomescreenVisit ads.google.com and sign in. After this, you’ll be able to see a screen similar to see this.

Click on the plus sign in the blue circle.

After clicking on this circle, you’ll understand how to setup a Google AdWords campaign.

Click on New Campaign to make a new campaign

Google Ads Type

On clicking the Plus sign, you’ll be able to see two options: New campaign and Load campaign settings.

Select the campaign goal

As we are learning how to create AdWords campaign for Google Search Ads. So, here we get three options to make an Ad.

Types of Google AdsHere, we can select any of the options from Sales, Leads and Website traffic. These three options can work in Search Ads. Other than that, some can also work in Display mode, video or shopping etc. For teaching purpose, let’s take an example of Website traffic option. Upon clicking Website traffic, we’ll be able to see a new bar popping up that would ask us what type of Google Ads do we want to run here.

Google Ad Type Selection

Select Search as the campaign type

Website Enter Google AdsClick on the Search tab and you’d be asked to type in the website for which you want to run Google Search Ads on.

And by now, you have entered your Campaign settings dashboard. Check out the screenshot below to see how your Google Ads Campaign settings panel would look like.

Google Ad Set Level

Here, on the top portion, you can see your Ad type: Search and Ad Goal: Website Traffic are clearly mentioned. This will show all those details that you have you selected while setting up your Ad type.

Now, you’ll have to give a name to your Campaign. So the naming of your campaign would include the Goal type and the method of Advertising that you are choosing. For example, here our Campaign name could be Website traffic – Search Network or Display Network. 

Now, below that, you can select whether you would want to show your Ads on the Display Network or not. Below that, you can see a button that says, “Show more settings.” On clicking this button, you can see some extra settings.

Ad Set Optimize

In this window, you can select when you wish to start running your campaign by defining the start date and end date.

After that, you can insert a tracking ID in case you wish to track the traffic coming on your landing page. This would be very helpful if you are using the same landing page on different Ad platforms such as Facebook or any other. In case you wish to run Dynamic Ads, then you can choose to set up a Dynamic Landing page as well.

We’ll discuss more on Dynamic Ads later in a separate blog.

Select Audience and Location

Location Setting Google Ads

The very first thing you’ll notice here is the Locations panel where you can select which places do you want to run your Ads on. This means that you can either select the exact locations where you want your Ads to be seen.

For example, if you want to show your Ads in such a way that people would make a visit to your store. After this, you need to select the Language in which you wish your Ads to be seen.

Select the Language

So, the language is decided by the language in which a user interacts with Google online. For example, the language in which individual types into Google will decide the factor whether the Ad will show up or not. So, the languages that you see below Google Search and I’m Feeling Lucky buttons.

Google Language

Select Audience to which you want your Ads to be seen

In the Audience panel, you will have to select what kind of people do you want to target. Just like the Facebook Ads Manager, in the Google AdWords as well, you can select what kind of people do you want to target.

Here, you have to understand that you can either choose to show your Ads to those people who have made more searches in certain areas.

Google Ads Audience

For Example, if someone is making more Google Searches in the Entertainment section or Health section, then you can choose to target such people. Other than that, you can select your placements based on the websites where you wish your Ads to be shown. For Example, if you have a business of technology – mobiles etc – then you can target those websites as well.

Budget and Bidding

Just like other Ad platforms and ways, you can choose to define the budget you wish to allocate to your Advertisement.

Pro Tip: Do not test your Ads with a high budget. If you have a business and you’re trying to find out the ways in which you can get the maximum profit, then allocate a low budget. See what’s working and then increase the budget once you’re satisfied with the results.

Budget Bidding Google Ads

In the budget section, you can enter an amount you want to test. Then in the Delivery method, you can select whether you want to deliver your Ads normally or with the Accelerated method.

Here, let’s define what the Delivery method means here.

The Delivery method in Google AdWords consist of:

  1. Standard delivery
  2. Accelerated delivery

The standard delivery method is that method in which your Ad will be shown to people at a medium pace. In the Accelerate delivery method, you Ad budget will be spent as fast as possible. This means that your Ad will be shown to as many people and as fast as possible.

Here, you have to understand that Google doesn’t recommend using Accelerated delivery as your target or potential users might be missed. But in Standard delivery, there are more chances of capturing the target audience.

Let’s move to the Bidding section.

In the bidding section, you can select how you wish to be charged for the Ads that you want to run.

Bidding Google Ads

Here, Google gives different bidding strategies for different types of Google Ads.

  • For our chosen Google Ad, we have three types of Bidding: Conversions, Conversion value and Clicks.
  • Now, if you are trying to select the Conversions, then you would have to define what a conversion means for you.
  • You may choose to track: Website, App, Phone Calls or Import from a different system having Google Analytics.
  • You can define a Conversion with the help of Google Tag Manager.
  • After that, you can select whether you wish to run your Ads all time or you can select a different time to show your Ads.

Conversions in Google Ads

  • Next is Ad Rotation.
  • The Ad Rotation means that Google will understand which of your Ads are performing better. 

For example, if you are running more than one Ad, then Google will see which Ad is performing better by giving you the maximum conversions or clicks. So, the Ad that’s giving you the maximum clicks or Conversions, that Ad will be given more priority and more budget will be allotted to that Ad.

Ad Extensions

Ad Extensions Google Ads

Ad Extensions play a very important role in getting you more Clicks on your Ads. Let’s see Ad Extension by taking this example.

For this Ad that you are seeing above, you can see two more links below the Ad. These two separate links, titled: Order Lunch Online and Order Biryani Online.

These two separate links are added to this Ad with the help of Ad Extensions only. So, there are three types of Ad Extensions that Google AdWords offer you.

Ad Ext

The AdWords Extensions like Sitelink extensions, Callout extensions and Call extensions are the types of Extensions you may add. Other than these three types of Ad Extensions, you can add more types of Ad Extensions by clicking on the blue plus sign.

Now, once you are satisfied with all these settings, you can click on the Save and Continue button. Now, it’s time to set up Ad Groups.

Setting up Google Ads Ad Groups

In the Ad group section, you can select all the keywords you wish to target. Here, targeting also depends on some factors.

Ad group GoogleAs you can see in the screenshot above, you can see that the first thing Google Ads is asking you to name the Ad group.

After that you need to enter the keywords in the big box below the Ad group name box. Now, here the keywords shall be entered. This is also one of the most important parts of learning how to setup a Google Adwords campaign. The keywords that you enter here, will be used to show your Ads.

Now comes the keywords.

Different Types of Keywords

There are a lot of keywords in the Google Keyword Planner. You wouldn’t want to show your Ads on some of those keywords that don’t define your business. Therefore, what you can do is write keywords in some annotations.

Basically there are three ways in which you can write keywords.

Broad Match

Broad match keywords are like: Best mobile phones, cars in India etc.

So, in the broad match keywords, Google can choose to show your Ad for keywords such as Best mobile phones in India or Best mobiles etc. Therefore, Google can choose to show your Ads on those keywords as well that you may not need as well.

Phrase Match

The phrase match keywords can be used to show your Ads on terms like that or related to that.

In order to write keywords in phrase match, you have to use “double quotes”.

For example, you can write keywords like:

“Order food online”.

Now, if you have used this keyword in your Adset, then Google will show your Ad on keywords like: order food online, order food online in India, food order online etc.

So, Google can choose to show your Ad on an extension of the keyword that you have entered or the restructured keyword as well. Now, other than that, there’s a third type of keyword that you can put up.

Exact Match

The Exact Match keywords are those keywords in which one wants to show their Ads on.

Suppose you want to show your Ads on keywords like: Buy chocolate online.

So, you have to write the keyword within [square brackets].

So, Google will only show your Ads on this keyword. Earlier it used to happen like that. But, recently, Google has started showing your Ads on misspellings and/or singular and plurals as well.

So, this is how to create AdWords campaign with different types of keywords.

Once you click on Save and Continue, you will then enter the Ad level.

Setting up Google Ads

Now comes that part of your Google Ads which will be directly seen by people. Rest other parts were meant for you. The Ad level is something that will go direct hand-in-hand with the viewers.

So, let’s see what all really happens in Google Ads level.

Google AdsThe very first thing is the keyword that you are targeting along with the Ad Group name.

Now, here you have to enter the catchy Headlines, a brief description and the leading destination as well. Once you are satisfied with the Ad copy, click on Done and you’ll see a screen like this.

Create Google Ads

Here, you can create any number of Ads that you want to. But you have to keep one thing in mind that if you want to test how many Ads are working, it’s recommended to run two or up to three Ads per Ad Set.

This is how to setup a Google Adwords campaign till the Ads level. Once you are satisfied with the Ads that you have created, click on the Save and Continue button.

Campaign Ready

Once you have clicked on the Save and Continue button, your campaign is set. This is how your screen would look like.

campaign ready

And now, your Google Search Ads are active.

Google Ad Manager

Now, if you go to your Ad set level, you’ll be able to see your Ad campaign and its statistics like this. Now, this is how you can also run your Google Search Ads.

So, that was it in this blog.

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