How to set up Google ads for Peak performance ?
At first, you must Set up Google Ads and run campaigns for a period of at least two weeks to be able to start optimization
Step #1: Choose a Google Campaign Goal
The first thing you’re going to do is pick the campaign objective you want to run. Campaign goals include sales, leads, web traffic, product and brand consideration, brand awareness and reach, and app promotion. Alternatively, you can use Google’s custom campaign creation tool.
Here’s a breakdown of the campaign goals best for your eCommerce business and the types of Google ads you can create with these objectives.
Sales: These campaigns drive sales in-store, in-app or by phone and include Search, Display, Shopping and video campaign types.
Leads: These campaigns will encourage potential shoppers to take action to get you leads and other conversions. Campaign types available for these goals include Search, Display, Shopping and video.
Web Traffic: Choose this goal if you want to drive targeted traffic to your online store. Available campaign types include Search, Display, Shopping and video.
Product and Brand Consideration: The objective of this campaign is to encourage shoppers to explore your products and includes Search, Display, Shopping and video campaign types.
Brand Awareness and Reach: As the name suggests, this campaign goal helps you increase brand awareness and reach broader audiences with Display and video campaigns.
For the sake of this Google Ads guide, we’re going to select Website Traffic. Once you choose your objective, you will then choose the type of campaign you will be running and name your campaign. Other general settings you can input are your start and end dates, campaign URL options or Dynamic Search ads options.
Step #2: Define Your Google Campaign Audiences
The next step in creating your first Google campaign is creating your targeting audience. You may think that this is only important for brick-and-mortar stores, but this is a common misconception. Creating ultra-specific campaigns targeting specific audiences by location can help you tailor messaging and products.
When selecting your targeting options, you will first set your geographic locations and languages. Click on ‘Location options’ to open up your options.
Next, you will further refine and define your target audience. These are groups of potential shoppers, as estimated by Google, in the locations you have set, who share similar intents, interests, and demographics.
Step #3: Select Your Google Ads Budget and Bidding
Firstly, set your budget. This is where you will put the maximum total you want to spend on the campaign for the month. You will also select whether you want Standard or Accelerated.
Next, remember those bidding strategies we outlined above? This is where they come into play. Although this section is often the most confusing for new Google Ads marketers, knowing those bid strategies is half the work.
Conversions: Including conversions here will determine whether you want conversion actions included. To use this, you will need to set up eCommerce conversion tracking.
Ad Campaign Schedule: This is where you input scheduling for your ad if you want to limit when your ads are shown.
Ad Campaign Rotation: This setting allows you to set rules for ads within your campaign based on ad performance.
Step #4: Add Your Google Ads Extensions
Next, you’re going to choose and create your Google Ads extensions.
Once you have inserted this, click ‘Save and continue,’ which will take you to the next step, your keyword selections.
Step #5: Setting Up Your Ad Groups
It’s time to set up your campaign ad groups by selecting the type of group you want to create (either standard or dynamic) and allocating your group keywords. If you choose ‘standard,’ you’re creating a standard search ad where you write your own copy. Or you can choose ‘dynamic,’ where ad text is automatically generated based on what a potential customer is searching for and the content of your website – AKA Dynamic Search Ads.
Now, this is where it gets interesting. Let’s talk about keyword selection. This is where you input your keywords and phrases and select your match type. Let’s look at both.
Researching and Adding Keywords for Search Campaigns
For each campaign, you want to pick up to 20 long- and short-tail keywords. You want to use relevant search terms related to your product or promotions that have the potential to be searched by your possible customers. You’re looking for terms with good search potential and medium competition, and Google’s Keyword Planner is a good place to start.
Choosing Your Keyword Match Type
Google has four keyword matching options to choose from: broad, broad modifier, phrase and exact match. For first-time Google Ads eCommerce business advertisers, this will be the default the campaign is set to. Broad match settings mean that Google will take misspellings, synonyms, related searches, and other relevant variations of your chosen keywords into consideration.
We would recommend this for first-time advertisers who want to test Google ads, gathering data to use for campaigns.
Tip: Choose a Broad Match modifier and phrase match
Step #6: Choose Best Negative Keywords
Once your keywords are inserted with keyword match formatting, it’s time to talk negative keywords. Negative keywords are those search terms you definitely DON’T want your ad to show up for. Let’s say, for example, you sell sunglasses. You wouldn’t want to appear for searches where people are looking for drinking glasses. This would be a waste of budget while also compromising your traffic quality.
When creating your first campaign, the options for negative keywords won’t be there yet. But after creating it, here are the steps you need to follow to create a list of negative keywords based on data from ads and how to add them to running campaigns.
Tip: Don’t Forget to Remove al negative search terms
Step #7: Optimizing Your Google Campaigns
Google campaign optimization can make the difference between getting sales and going over ad-spend – AKA budget doom. It’s vitally important. However, it’s also one of the biggest struggles that all online advertisers have – not only novices. It can seem complicated and requires monitoring, but it’s a must with huge payoffs. To get you started, here are our top optimization tips:
Mine your weekly search term report for new possible keywords and to find those non-performers you should stop using your ad spend on.
Test and optimize your display URLs. Test various keywords and adding a CTA to your display URL.
Although some fluctuations in keyword costs are expected, when your spend jumps from $5 to $500 a day, something has gone awry. To avoid huge variations, set up Google Ads alerts to make budget optimization easier.
Use Google Ads optimization and PPC management software and tools including Traffic Booster, keyword research tools, Google Analytics and more. Here’s a comprehensive list of optimization tools to get you started.
ONE-TIME Google Ads optimizations for a healthier account
Many of the optimization ideas on our list are one-time changes that can make a huge difference in the state of your account. Imagine that–you really only need to set these up once (unless you expand with more campaigns of course) to reap the benefits, and that’s a high return on effort if I’ve ever seen one.
Our recommended one-time optimizations for your account are:
☑️ Implement SKAGs. Break out your keywords to one per adgroup for more control.
☑️ Use RLSAs to your advantage. Make RLSA versions of your best-performing campaigns.
☑️ Set up display ads and start prospecting. Get in front of your top of funnel audience to build your bottom of funnel audience.
☑️ Align your CTA intent with your funnels. Match your CTA and offer to the traffic temperature.
☑️ Keep or toss Search Partners. If needed, see if turning Search Partners off helps performance.
DAILY Google Ads optimization: Is anything broken?
Yes, we mentioned you shouldn’t necessarily be messing with the account significantly every day. Nevertheless, you’re still there for the account every day. So, many of the daily optimizations you might make will involve a lot of checking and necessary changes.
☑️ Check for fluctuations. If an element’s performance changes by 10-15% every day, don’t be concerned. But if a keyword jumps from spending $10 a day to $1,000 a day, that’s cause for alarm. The same is true of the reverse. Check for these alarm bells and make changes as needed (to your settings, your bidding, etc.) to fix any red flags.
☑️ Analyze budget trends. Most of us have strict budgets we need to stick to for ourselves or our clients. It’s a good idea to check in on your pacing to make sure that your account isn’t planning to spend more than you are. To get an idea of what your account is pacing toward spending, you can do the following calculation:
Get your last 3 days’ spend and divide it by 3.
Take the above number and multiply it by the number of days left in the month (including today)
Take the above number and add it to your spend month-to-date.
Your final result should be what your account is currently pacing to spend by the end of the month. If you’re pacing too fast or slow, reduce or increase the daily budgets allocated to your campaigns. Pacing too slow can also be an indicator that something’s up with your bids, so check those out too.
☑️ Look for and fix disapproval alerts. One of the worst feelings is to know that you’ve had 30% of your ads or ad extensions disapproved for the last week. Look for alerts sent to your email about disapprovals, or use a “disapproved ads” filter to quickly see any issues in the account. Remember to check your extensions, like your sitelinks, because you won’t receive alerts about those when they’re disapproved.
☑️ Check on your bids and bid strategies. If you’re using a manual bidding strategy or eCPC, checking your bids to be sure you’re not falling too far below the estimated first page bid will be key. But rather than checking this manually, you can alternatively set up an automated rule to increase your keywords to the first page bid daily.
Alternatively, if you’re using a smart bidding strategy, you’ll want to keep an eye out that your strategy isn’t overloading your pacing, or struggling to deliver due to lack of data. You can’t tell if your smart bidding strategy is “working” as a whole in a day, but you can make sure it’s not hurting your account too much while it learns.
WEEKLY to biweekly Google Ads optimization: Nip and tuck
Optimizations that should happen weekly or biweekly involve more changes that are intended to make more of a difference. In essence, you’re nipping and tucking where you see areas of performance that need improvement.
Whether you decide to make these changes weekly or biweekly often depends on how complicated the changes were, and how quickly your account acquires data on your changes. If you look back and see that your changes may be starting to make a difference after a week, but it would need more time to be conclusive, then biweekly is the way to go.
☑️ Analyze search term reports and add negative keywords. Comb through your search terms report in search of money-wasters and exclude them by making them negative keywords.
☑️ Implement bid adjustments. Look into your locations, devices, or audiences to see what areas stand to gain more from bid adjustments. Add negative adjustments to money wasters. We recommend that you add different bid adjustments in different areas at separate times, so you know what actually aided in a performance change.
☑️ Revise and expand your keyword list. Cut out keywords that aren’t doing you any favors, and look through your search terms report for opportunities to add new keywords based on which search terms are converting. When deciding what keywords to remove, look at data from a lookback of 30 days.
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