Google Ads delivers better results than any other advertising platform or tool (online or offline), with a staggering 63% higher engagements compared to other alternatives. Also, internet users are four times more likely to click on a Google ad than other ads. <\/p>\n\n\n\n
Price-wise advertising on old media such as television, radio or even newspapers is more expensive and brings worse results. Compared to them advertising on Google is affordable and effective.<\/p>\n\n\n\n
Setting up Google Ads, previously known as Google AdWords, is the process by which you create and organize advertising campaigns on the Google Ads platform.<\/p>\n\n\n\n
If you\u2019re interested in setting up Google advertising campaigns for your business or learning how to configure Google Ads, you\u2019re in the perfect place.<\/p>\n\n\n\n
As a web marketing agency, we have put together this short guide of best practices, with steps that we usually recommend to our clients in order to perfectly configure your Google Ads account launch your first Google advertising campaign.<\/p>\n\n\n\n
Now let\u2019s get down to business, it\u2019s important to organize your account if you want to get good results from your Google advertising campaigns. To do this, you will need to classify your products or services into different categories. <\/p>\n\n\n\n
The Google Ads tool will offer you two levels of categorization, the \u201ccampaign\u201d level, i.e. the general level and the \u201cGoogle ad group\u201d sub-level. <\/p>\n\n\n\n
In each campaign type, you will be able to create several \u201cad groups\u201d. Campaigns are then the most important categories of your business, followed by Google ad groups which you should consider as smaller and more specific categories. <\/p>\n\n\n\n
For example, for a web agency in Montreal like ours, we could set up this type of Google advertising campaign: <\/p>\n\n\n\n
Campaign 1: Marketing Solutions<\/p>\n\n\n\n
Campaign 2: Technological solutions<\/p>\n\n\n\n
Categorizing your campaigns, ad types, ad groups, Google ads and keyword lists separately will help you avoid mistakes.<\/p>\n\n\n\n
With Google Ads, you can control how much you spend with two different parameters: your budget per day and your bids.<\/p>\n\n\n\n
Your budget is the amount you want to spend on each Google advertising campaign per day. Your \u201cbid\u201d is the amount you are willing to spend on a keyword if someone searches for that term and clicks on your responsive search ad. <\/p>\n\n\n\n
When you\u2019re starting out, it might be a good idea to spread your entire overall budget (the maximum amount you want to pay for your entire account) evenly across each of your Google ad campaigns until you realize which campaign works best for your business.<\/p>\n\n\n\n
When it comes to setting up your bids for your keywords, you should balance selecting a bid that allows your Google Ad to get a place you want in the Google Ad rankings, while still respecting your budget.<\/p>\n\n\n\n
Now, you can choose to learn more details in the \u201cChoose your keywords\u201d step below, or you can read a more in-depth article on how \u201cbid\u201d works here<\/a> .<\/p>\n\n\n\n The goal when choosing your keywords is to choose terms that you think people might type into the Google search bar, when they want what you have to sell.<\/p>\n\n\n\n Additionally, you want your keywords to be as relevant as possible to the search ad that they will display and to the landing page that people will be redirected to once they click on your Google ad. <\/p>\n\n\n\n To help you get started, Google Ads offers a free tool, called the Keyword Planner, which can generate sample keywords for your Google advertising campaigns (We recommend that you carefully review this list of suggestions and only use the ones that make sense to you).<\/p>\n\n\n\n In general, the more competitive a keyword is, the more expensive it will be to rank for it. When you are starting out with Google Ads, you should avoid keywords with too much competitiveness, so as not to spend your entire budget in just a few clicks.<\/p>\n\n\n\n Sticking to low to medium cost keywords can still get you a lot of exposure and it also helps you test how Google ad campaigns work.<\/p>\n\n\n\n Learn more about Google Ads Keyword Planner<\/a>.<\/p>\n\n\n\n \u201cKeyword match type\u201d is a setting on Google Ads that allows you to further refine when your Google Ad appears on Google. There are 5 different options:<\/p>\n\n\n\n The \u201cbroad match\u201d option shows your Ad to searches that contain your keywords in any order, and for related terms. This setting displays your Google Ad to the widest possible audience, and it is the default setting for all Google Ad campaigns.<\/strong><\/p>\n\n\n\n This setting allows you to specify that certain words in your broad match keyword must appear in a user\u2019s search to trigger your Google Ad. That is, if your keywords are \u201chigh fiber wool yarn\u201d and you want to be sure that \u201cwool\u201d and \u201cyarn\u201d are present every time in a search, you can ensure this by adding a (+) sign before these words<\/strong>. So your modified broad match would be: +high fiber +wool yarn.<\/p>\n\n\n\n This option makes your Google Ad appear for searches that contain your exact keyword, or for searches that contain your exact keyword plus the words before or after it. (If your keyword is \u201cwool yarn\u201d you will also appear for \u201cgood wool yarn\u201d or even \u201cwool yarn for sale near me.\u201d). To choose this setting, you will need to add quotation marks around each keyword: \u201cwool yarn\u201d.<\/strong><\/p>\n\n\n\n When you choose the \u201cperfect match\u201d option, your Google Ad will only appear if someone searches for the exact word or phrase you choose.<\/strong> For this parameter, simply add brackets around your keyword: [wool thread]<\/p>\n\n\n\n This matching option allows you to exclude unwanted words or phrases<\/strong> 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 \u201caffordable\u201d or \u201ccheap.\u201d It\u2019s possible, you just need to add a sign (-) in front of each word \u2013affordable, -cheap.<\/p>\n\n\n\n You can get more information about these types of keyword matches here.<\/a><\/p>\n\n\n\n Your landing page is the web page where your potential customers are redirected after clicking on your Google ad. You must therefore choose a relevant page based on the keywords you have chosen or in relation to your Google advertising. <\/p>\n\n\n\n Then, if your Google Ad promotes sales wool yarn, choose a landing page with ad copy where wool yarn is featured, instead of just redirecting people to the home page of your website.<\/p>\n\n\n\n Do your target customers primarily use desktop, mobile, or both to do their research? Are you more interested in reaching buyers when they are out and about or rather people wanting to make an immediate purchase online? <\/p>\n\n\n\n When setting up your Google Ads account, you need to be careful to define the type of customers you\u2019re trying to reach with your ads (and even more importantly, the type of devices your target customers primarily use to shop).<\/p>\n\n\n\n For example, if you own an auto repair garage, you will try to attract people nearby who are asking for help, so in this case, consider showing your Google ads on mobile. Learn more about how Google Ads work on mobile<\/a>.<\/p>\n\n\n\n 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\u2019s easier when your Google Ad contains the keywords the person is searching for.<\/p>\n\n\n\n This you can accomplish by dividing your campaign into clear Google Ad groups, and writing a single Google Ad for each (a feed promotion ad for your feed keywords, and a feed promotion ad crafts for your craft supplies, for example). <\/p>\n\n\n\n This will have the effect that your Google Ad will be much more relevant to your potential customers and will also possibly increase your \u201cQuality Score\u201d.<\/p>\n\n\n\n It\u2019s also a good idea to include a \u201cCall To Action\u201d in your Google Ad: a clear and concise message telling the reader what you would like them to do after seeing your Google Ad. <\/p>\n\n\n\n These can be phrases like \u201cbuy now\u201d or \u201clearn more\u201d that will make your potential customers want to click on your Google Ad. Finally, before making your ad, analyze it one last time to watch out for grammar or spelling errors.<\/p>\n\n\n\n You can also select the Performance Max campaign option that will help you create the best ad copy from the text you supplied based on Google other ads and metrics, its a handy ad extension that really gives results.<\/p>\n\n\n\n Google Analytics will allow you to know how many people have clicked on your Google ad<\/a> (it\u2019s a free tool) or interacted with your website. You don\u2019t necessarily need to use Analytics to use Google Ads, so you\u2019re free to move straight to the next step if you wish.<\/p>\n\n\n\n Even Google Ads can tell you how many people click on your Google Ad. Integrating Google Ads with Analytics allows you to keep tabs on what people are doing once they are on your site. <\/p>\n\n\n\n For example, if visitors arrive on your website, but they immediately leave, you may not be ad targeting the right audience or you may be taking them to the wrong part of your website. This information can therefore help you better organize your Google ads and possibly improve your marketing budget spending. <\/p>\n\n\n\n Learn more about Google Analytics here<\/a>. <\/p>\n\n\n\n Good game! You are now ready to activate your Google advertising campaigns and analyze how they are performing. <\/p>\n\n\n\n Remember to frequently check which Google Ads and keywords are generating the most clicks and conversions. Once you are familiar with Google Ads, we invite you to look at the strategies that will allow you to achieve your objectives. <\/p>\n\n\n\n You can refer to this Google Ads article at any time, and there is other additional information at The Google Ads Help Guide<\/a>.<\/p>\n\n\n\n Writing a Google Ads ad is one of the key stages of your advertising campaigns. We will therefore give you some tips for successfully writing your Google Ads:<\/p>\n\n\n\n Please note that Google will analyze the content of Google Ads advertising in order to classify them according to their relevance to Internet users\u2019 searches. <\/p>\n\n\n\n If your keyword is present, first, Google will consider your Google Ads ad relevant and will therefore have a high chance of appearing. Therefore, if the content matches perfectly the user\u2019s search, then your online display ad will most likely be clicked by them.<\/p>\n\n\n\n You must encourage Internet users to take action using imperative verbs such as: Discover, Ask, Click, Call\u2026 Most of the time, these incentive texts are placed on \u201cCall To Action\u201d to encourage the users to interact with your Google Ads advertising. <\/p>\n\n\n\n Depending on your area of expertise, it is sometimes a good idea to display the price of your products or services directly in your Google Ads. <\/p>\n\n\n\n This method protects you from the scenario where the Internet users click on your Google Ads advertising (and therefore cause you to lose money) and then leave your site, because the price was too high compared to what they expected.<\/p>\n\n\n\n This method can be attractive in two cases. The first, if you want to highlight promotions, which is great for attracting customers since you create a feeling of urgency. The second is to qualify the traffic you attract as mentioned previously, in order to give them all possible information before they click on your Google Ads advertisement.<\/p>\n\n\n\n Your business is necessarily different from the competition on certain points, so highlight them on your Google Ad. Whether it is the history of your company, your different experiences, the way you work or the origin of your products.<\/p>\n\n\n\n In each Google Ads ad group, remember to include at least three advertisements. Two text Google Ads each with 3 titles and 2 descriptions as well as a responsive ad with 14 titles and three descriptions. Also you can think about doing a Video ads, because that seems like the future of Google advertising.<\/p>\n\n\n\n This responsive Google Ads ad will allow you to establish different ad combinations of titles and descriptions in order to display the most relevant and effective Google Ads.<\/p>\n\n\n\n Indeed, with all the data provided by Google, you can create different types of audience according to age, the preferences of people for your products or even the purchasing intention of Internet users.<\/p>\n\n\n\n The purchasing intention is calculated according to the number of searches they may have carried out on Google related to your product! <\/p>\n\n\n\n You can also choose to target profiles close to your current customers for your Google Ads advertising. To create an audience type, go to the \u201cAudience Management\u201d tab to then configure a personalized segment. <\/p>\n\n\n\n Now that you know how to create a successful Google Ads campaign, we will see how to create a successful structure for those advertisement campaigns.<\/p>\n\n\n\n Here is an optimal structure for your Google Ads: <\/p>\n\n\n\n In your campaign, you will have access to different parameters such as: networks, languages, geographic areas, bidding strategy, distribution schedule for your Google Ads advertising or even the adjustment of bids based on devices.<\/p>\n\n\n\n In 2024, with many smart bidding strategies, the most optimal method remains to group keywords into Broad Ad Groups, while using the Google Ads ad customizer with the {KeyWord:} tag which will replace the user\u2019s search with the triggered keyword.<\/p>\n\n\n\n If you would like to know more about Google Ads or wish to improve your marketing campaigns, please take a look at our\u00a0Google Ads service page<\/a>\u00a0or simply\u00a0contact us for a free consultation\u00a0and personalized support to your needs and budget.\u00a0We run the best web agency in Montreal<\/a> we can help you for sure.<\/p>\n\n\n\n We are a digital marketing agency and we have been helping entrepreneurs and businesses for over 10 years to succeed in their digital transformation as well as to increase their conversion rates.\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":" Google Ads delivers better results than any other advertising platform or tool (online or offline), with a staggering 63% higher engagements compared to other alternatives. Also, internet users are four times more likely to click on a Google ad than other ads. Price-wise advertising on old media such as television, radio or even newspapers is […]<\/p>\n","protected":false},"author":27,"featured_media":24732,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[24],"tags":[330,331,333,410],"class_list":["post-20169","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-googleads","tag-optimizegoogleads","tag-rungoogleads","tag-web-agency-montreal"],"acf":[],"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/oshara.ca\/en\/wp-json\/wp\/v2\/posts\/20169","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/oshara.ca\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/oshara.ca\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/oshara.ca\/en\/wp-json\/wp\/v2\/users\/27"}],"replies":[{"embeddable":true,"href":"https:\/\/oshara.ca\/en\/wp-json\/wp\/v2\/comments?post=20169"}],"version-history":[{"count":0,"href":"https:\/\/oshara.ca\/en\/wp-json\/wp\/v2\/posts\/20169\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/oshara.ca\/en\/wp-json\/wp\/v2\/media\/24732"}],"wp:attachment":[{"href":"https:\/\/oshara.ca\/en\/wp-json\/wp\/v2\/media?parent=20169"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/oshara.ca\/en\/wp-json\/wp\/v2\/categories?post=20169"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/oshara.ca\/en\/wp-json\/wp\/v2\/tags?post=20169"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}3. Choose your Keywords for your Google Ads<\/h3>\n\n\n\n
4. Define your Keyword Match Types<\/h3>\n\n\n\n
Broad Match:<\/h4>\n\n\n\n
Broad Match Modifier:<\/h4>\n\n\n\n
Phrase Match (Exact Match):<\/h4>\n\n\n\n
Exact Match:<\/h4>\n\n\n\n
Negative Match:<\/h4>\n\n\n\n
5. Set up your Landing Page<\/h3>\n\n\n\n
6. Choose Which Devices your Google Ads will Appear On<\/h3>\n\n\n\n
7. Write your Google Ads<\/h3>\n\n\n\n
8. Connect your Account to Google Analytics<\/h3>\n\n\n\n
9. Get Started and Analyze your Data to Make Improvements Later<\/h3>\n\n\n\n
Tips for Optimizing your Campaigns in 2024<\/h2>\n\n\n\n
Write Effective Online Ads on Google Ads<\/h3>\n\n\n\n
Consider Placing your Keywords in your Google Ads<\/h3>\n\n\n\n
Encourage Users to Take Action<\/h3>\n\n\n\n
Highlight your Prices and Promotions<\/h3>\n\n\n\n
Stand Out From the Competition!<\/h3>\n\n\n\n
Take Advantage of Google\u2019s Different Audiences<\/h3>\n\n\n\n
Create Efficient Structures for your Google Ads Campaigns<\/h3>\n\n\n\n
Conclusion<\/h2>\n\n\n\n