How to set up google ads in 10 steps

by Nicolas Chevillard on 23/06/2022

Updated at 7/02/2023

Google Ads are 63% higher than any other ad network, and people are 4 times more likely to click on a Google ad. It is also important to know that to advertise on media such as TV, radio or newspapers, the prices to have an ad on one of them are massive, while advertising on Google is much more affordable. To conclude before getting down to business, an advertising campaign on Google will allow you to reach a large audience but also to target the audience you want much more easily and carefully.

That's why if you want to set up Google ad campaigns for your business or learn how to use Google Ads, you're in the right place. Because for you, as a web marketing agency, we have concocted 10 steps to follow that we usually recommend to our clients in order to perfectly set up your Google Ads account and to be able to start your first Google ad campaign.

  1. Some basic terms for using Google Ads
  2. Organize your Google ad account
  3. Set your Google Ads budget
  4. Choose your keywords for your Google ads
  5. Set your keyword match types
  6. Set up your landing page
  7. Choose on which devices your Google ads will appear
  8. Write your Google ads
  9. Connect your account to Google Analytics
  10. Get started and analyze your data to make improvements afterwards

1. Some basic terms for using Google Ads

Here are some basic marketing terms to get you started and get you comfortable with fully understanding the next steps about Google advertising:

When people need a product or service, they type several words or phrases into the search bar. The goal appears in the search results of those specific keywords, using the Google Ads tool, in relation to your company in order to trigger the appearance of your ad in the search results. This is called keywords because by choosing the right keywords you will succeed in perfectly combining what you are selling and what the people typing these keywords are looking for.


The “Bid” (or place yourself on a keyword): The “bid” is an amount, it is the maximum amount you will be willing to pay when someone clicks on your Google ad. But don't worry, with Google Ads you don't have to spend money every time your Google ad appears, you only have to pay a small amount when someone clicks on it to visit your site or for you. Call.

Quality scores:
The “Quality Score” (quality score): Google ads will score the keywords of your Google ad, that is to say that it will measure the relevance of the keywords according to your Google ad, as well as for your landing page. The higher your “Quality Score” rating, the more likely you are to lower the price of your “bid”, as well as improve your positioning in the Google advertising rankings.

Landing Page:
A Landing page: The landing page is the page to which your potential customers are redirected once they have clicked on your Google ad. 

Ad Rank: 
Ad Rank (The rank of your ad): Each time you create a Google ad, Google Ads will assign it a “rank” which is determined by your “bid” as well as your “Quality Score” and other factors . This rank is in fact, the position that your Google ad will occupy in the search results according to other Google advertisements.

CPC (cost-per-click)
This is the current amount you will be charged when a potential customer clicks on your Google ad since you do not necessarily pay the maximum amount you are willing to put for your Google ad each time you click on it.

Conversion: We talk about conversion because it translates the process of converting a person into a customer for your company. It takes place according to your objectives, this may be during a purchase on your store but also a registration on your newsletter or even just an appointment.

2. Organize your Google ad account

Now let's get serious, it's going to be important to organize your account if you want to have results for your Google advertising campaigns from the start. For this you will have to classify your products or services into different categories. 

The Google Ads tool will offer you two categorization levels, the “campaign” level, therefore the general level, and the “Google ad group” sub-level. In each campaign you will be able to create several “ad groups”. Campaigns are therefore the most important categories of your business, then come Google ad groups, which you should consider as smaller and more specific categories. For example, for a web agency in Montreal like ours, we could set up this kind of Google advertising campaign: 

Campagne 1: Marketing Solutions

  • Google ad group 1: SEO natural referencing
  • Google Ad Group 2: Google Ads Advertising Service
  • Google Ad Group 3: Facebook Advertising Service

Campaign 2: Technology Solutions

  • Google Ad Group 1: Website Development
  • Google ad group 2: Online store development
  • Google ad group 3: Technical and IT audit

Categorizing your campaigns, ad groups, Google ads, and keyword lists separately will help you avoid mistakes. For example, it assures us that if someone searches for “web search engine optimization”, they come across SEO and not our website development Google ad.

3. Set your Google Ads budget

With Google Ads, you can control how much you spend with two different settings: your budget per day and your bids.

Your budget is the amount you want to spend per day on each Google ad campaign. Your "bid" is the amount you are willing to spend on a keyword if someone searches for that term and clicks on your Google ad. 

When you're first starting out, it may be a good idea to spread your overall budget (the maximum amount you want to pay for your entire account) evenly across each of your Google Ads campaigns until you get it right. think about which campaign is best for your business. For example, if you want to attract customers to your "kids' crafts" products for a month, you should consider setting up a larger budget for that Google Ads campaign, and smaller budgets for another campaign. less important. You can change your budget and bids at any time, so if something goes wrong, you can adjust it whenever you want.

When it comes to setting your "bids" for your keywords, you need to strike a balance by selecting a "bid" that will get your Google ad the place you want in the Google ad rankings. while staying within your budget. You can now choose to get more details in the "Choose your keywords" step below, or you can read a more in-depth article on how bidding works here .

4. Choose your keywords for your Google ads

The goal in choosing your keywords is to choose terms that people are likely to type into the Google search bar when they are looking for what you have to sell. In addition, you want your keywords to be as relevant as possible to the Google ad they will display and to the landing page that users will be redirected to after clicking on your Google ad. 

To help you get started, Google Ads offers a free tool called the Keyword Planner that can generate sample keywords for your Google Ads campaigns (we recommend that you review this list of suggestions and use only those that seem relevant). The Keyword Planner can also help you estimate the amount of "bidding" on a particular keyword for your Google ad to appear in search results, which can help you know if you need to place (bid) on certain keywords that are way too high for your budget. In general, the more competitive a keyword is, the more expensive it is to place an ad on that keyword. 

When you are new to Google Ads, you should avoid keywords that are too competitive, so that you don't spend your entire budget on a few clicks. By sticking to low to medium cost keywords, you can still get great exposure and it also allows you to test how Google's ad campaigns work.

To learn more about the Google Ads Keyword Planner, click here

5. Set your keyword match types

"Keyword match type" is a setting in Google Ads that allows you to further refine when your ad will appear on Google. There are 5 different options:

Broad match:

The "broad match" option allows your Google ad to appear on searches containing your keywords in any order and for related terms. This setting allows your Google ad to appear in the widest variety of searches. This is the default setting for all Google ad campaigns.

Broad Match Modifier:

This setting allows you to specify that certain words in your broad match keyword must appear in a user's search to trigger your Google ad. In other words, if your keywords are "high fiber wool yarn" and you want to make sure that the words "wool" and "yarn" are always present in a search, you can ensure this by adding a plus sign (+) in front of these words. Thus, your modified broad match would be: +wool yarn +high fiber.

Match by phrase (exact match):

This option will show your Google ad for searches containing your exact keyword, or for searches containing your exact keyword plus the words before or after it (if your keyword is "yarn", your ad will also show for "good yarn" or "yarn for sale near me"). To choose this setting, you will need to add quotation marks around each keyword: "yarn". 

Perfect match:

When you choose the "perfect match" option, your Google ad will only appear if someone searches for the exact word or phrase you chose. For this parameter, you just need to add brackets around your keyword: ("wool").

Negative match:

This match option allows you to exclude unwanted words or phrases so that your Google ad does not appear when they are present, as this would bring you traffic that is not your target. For example, if you sell exclusively high-end wool yarn, you might want to exclude words like "affordable" or "cheap". This is possible, just add a (-) sign in front of each word: -affordable, -cheap.

6. Set up your landing page

Your landing page is the web page where your potential customers are redirected after clicking on your Google ad. You must therefore choose a page that is relevant according to the keywords you have chosen or even according to your Google advertising and that your customers find what they are looking for as quickly as possible: therefore, if your Google ad makes the yarn sale promotion, choose a landing page where the yarn is featured, instead of just redirecting people to the homepage of your website.

7. Choose on which devices your Google ads will appear

Do your target customers primarily use desktop, mobile, or both to do their research? Are you more interested in reaching buyers when they are outside or rather people who want to make an immediate purchase online? When setting up your Google Ads account, you need to be careful to define the type of customers you are trying to reach with your ads (and even more importantly, the type of devices your target customers primarily use to shop). . For example, if you own an auto repair shop, you're going to try to attract people who are nearby and need help, so consider showing your Google ads on mobile instead.

8. Write your Google ads

Your Google ad is the first impression customers will have of your business, so be sure to communicate what you have and what people are looking for. It's easier when your Google ad contains the keywords the person is looking for. What you can accomplish by dividing your campaign into clear Google ad groups, and writing a single Google ad for each of them (a feed promotion ad for your feed keywords, and a crafts for your crafting supplies, for example). This will have the effect that your Google ad will be much more relevant to your potential customers and will also possibly increase your “Quality Score”.

It's also a good idea to include a “call to action” in your Google ad: a clear, concise message telling the reader what you'd like them to do after seeing your Google ad. It can be phrases like “buy now” or “learn more” that will make your potential customers want to click on your Google ad.

Finally, before posting your ad, analyze it one last time to pay attention to grammar or spelling errors.

9. Connect your account to Google Analytics

Google Analytics is a free tool that will allow you to know how many people click on your Google ad or interact with your website. You don't necessarily need to use Analytics to use Google Ads, so you're free to skip ahead if you wish.

Even Google Ads can tell you how many people are clicking on your Google ad, integrating Google Ads with Analytics lets you keep tabs on what people are doing once on your site. For example, if visitors come to your website, but leave immediately, you may not be aiming at the right target or you are leading them to the wrong part of your website. This information can therefore help you better organize your Google ads and possibly better your marketing budget.

10. Get started and analyze your data to make improvements afterwards

Good game ! You are now ready to activate your Google advertising campaigns and analyze how they are performing. Remember to frequently check which Google ads and keywords are generating the most clicks and the most conversions. Once you are familiar with Google Ads, we invite you to look at the strategies that will allow you to achieve your objectives.

You can refer to this Google Ads article at any time, and there is additional information at The Google Ads Help Guide .

We recommend our article which shows you how to properly manage your Google Ads budget and set good bids .

Moreover, if you would like to know more about the subject or wish to improve your marketing campaigns, do not hesitate to consult this service page or simply contact us for a free consultation and personalized support for your needs and your budget. 

We are an agency specializing in marketing and we have been helping entrepreneurs and companies for more than 10 years to succeed in their digital transformation and increase their conversion rates. 

See you soon, for a next column


Frequently Asked Questions

1. Organisez votre compte, 2. Définissez votre budget, 3. Choisir ses mots-clés, 4. Définissez vos types de correspondance de mots-clés, 5. Mettez en place votre landing page, 6. Choisir sur quels appareils apparaîtront vos annonces, 7. Ecrivez vos annonces, 8. Connecter votre compte à Google Analytics, 9. Lancez vous et analysez vos données

Broad Match ( requêtes larges ), Broad Match Modifier ( requête large modifiée ), Phrase Match ( correspondance exacte ), Exact Match ( correspondance parfaite ) et Negative Match ( correspondance négative )

Nicolas Chevillard

Nicolas is a marketing assistant for Oshara Inc. He is passionate about digital and loves creating content on the theme of marketing and technology to teach you more!

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