Launching text search ads
– [Instructor] Let’s look at creating our first text ads. We’ll need to start by creating a campaign. Now, I’m going to set this up for a fictional company called the Landon Hotel. So we’re back in the account we just created and as you can see, it’s a blank slate. To add our campaign, I’ll choose Campaigns from the Navigation menu on the left-hand side, select the plus icon and then choose New Campaign. We’re presented with a list of campaign types. Search, Display, Shopping, Video and Universal Ap. The campaign type determines things like where your ads can show to customers and what format they can be in, like images or video.
Now the most commonly used campaign types are the ones that we’re going over, Search and Display. So let’s start with Search. After clicking the campaign type, Google’s gonna provide you with the option to select a goal. This should correspond to the main thing that you want your campaign to achieve. Now these are fairly self-explanatory, but Google does provide helpful text as you hover each one. I’ll select Sales. And then I can choose that we want to get website visits as a way to reach our goal.
We can even enter in our website. And then I’ll choose Continue. Now that we’ve selected our campaign type, we get to build out the rest of the details. And the first thing that we need to do is give the campaign a name that helps you to easily identify it. Remember, you’re going to have a lot more of these as your account grows, so good naming conventions will make your job easier. Below these, you have the networks option.
By default, you’ll see that Google has included search partners and this means your ads can show up in response to searches in other Google properties, like Maps or Shopping, as well as other sites, like Virgin or AOL. I recommend you leave this enabled, as it increases the reach of your ad. Below that, is the display network, which will display your text ads on relevant pages. Personally, I don’t like mixing campaign types. So if you want to do a campaign that includes Display Network, set that up separate from your Search Network only campaign. That way, you can better evaluate the performance between the two.
Sometimes adding another network can increase costs and make it more difficult to identify opportunities for optimization. I’ll go ahead and unselect that option. From here we have the ability to enter in the locations that we want to target. By default, it’s in the country that we’re located in, but you can identify a separate location if you want to narrow the results.You’ll simply enter in the location, such as Santa Barbara, select it from the list, and now your ads will only show in that location. If you want to get more advanced with how you do your targeting, such as by radius, simply select Advanced search.
From here we can identify the languages of our customer and the languages that our ads are in. Now keep in mind, Google will not translate your ads, so simply select the languagethat you’ll be providing your ad and website in. From here we need to enter the average amount that we want to spend each day. Now this is a complicated answer to arrive at. So I’m going to talk about budgeting a little bit later, and we’ll explain how to identify a budget and how to pick the right numbers here. But in this case, I’m gonna start with $50 a day.
Next, we’ll identify how we want to bid. And when you’re starting out, I recommend that you leave this setup as is. Focus on clicks. And instead of letting Google automatically maximize clicks, choose to manually set your bids, and that’ll allow you to identify the exact amount that you want to bid, based on the keywords for the ad groups that you’re setting up. We’ll look at that more later. From here we can add in our start end end dates. And then we have the ability to add extensions.
Extensions are a way that you can extend the functionality of your ads to include more information than you’re typically limited to. You can include things like your address and phone number, product photos and promotions, even social endorsements and formal reviews. You will get much better results if you add extensions. So I recommend that you go through each of these extension types and configure them. You can select additional settings to find many more extensions, so review them each on your own.
Google will walk you through how to set them up and even show you a preview, as well as instructions within each one. From here, I’ll choose Save and Continue. Now that your campaign is configured, it’s time to focus on setting up your ad groups. The best practice is to create separate ad groups for each theme or product that you’re offering. Each ad group contains a set of keywords, ads and bids that you’ll manage. Let’s go ahead and create a very specific ad group around a Landon Hotel summer discount offer.
The first thing we need to do is give our ad group a name. And much like our campaign name, the ad group name should be very descriptive, because we’re going to have multiples of these. Next, we’ll add our bid. And this bid is the default for the entire group.And this is where we enter in the max cost per click. Now if you get curious and want a refresher on any of the terms, often times Google will place a question mark that you can hover over, and it will remind you what you’re setting.
In this case, the default bid is your maximum cost per click for all of the ads in the ad group. Now we begin adding our keywords, one per line, into this box. Now, Google has lots of options for how keywords are targeted, and you can select the Learn more optionhere at the bottom of the screen to understand how all of those work. We won’t have time to get into the specifics, but I recommend you start with Exact match, which means you’ll place brackets around the keywords. This will prevent you bidding on irrelevant keywords.
You can always add more terms, but if you’re just starting out, use exact match. I’ll go ahead and enter a few keywords here. Now in the right-hand side, you do have the optionto get keyword ideas. Here I can enter in our product or service, such as hotel, and Google is going to offer you lots of ideas, as well as their search volume. Now, be sure to review any suggestions that Google gives you, and consider how relevant they are to the ad group you’re setting up.
Now before I move on, be sure you add in the default bid and then we’ll choose Save and Continue. At this point, we’ve moved from the creating an ad group section into the creating an ad section. And it’s here that we create our text ads. I’ll choose new ad, which brings up the Wizard to generate our first text ad. We start by adding in our Final URL. And the Final URL is the destination that you’re actually sending the visitor to. It doesn’t have to be the URL that you display to the user.
Next, we have the ability to add two headlines, and Google shows you a preview on the right-hand side. I can toggle the arrows at the top to move between a mobile preview and a desktop preview. So for headline one, I’m going to put in 25% off your first stay. And you’ll notice that Google shows you how many characters you’re using, in this case 23, out of how many I have available, in this case 30.
For headline two I’m gonna put Top Rated San Francisco Hotel. From here, we can select the path. And we get two path fields. And this is what appears to the user. This is also a great place to reintroduce those keywords you set earlier, because keywords show up in bold if they match the words that a user searched for. Next, we need to put in our description. What you put in here entices the user to click, and also helps them understand that they’re going to the right location.
I’ll go ahead and add in a description now. And once you’re done, select Done. And now you’ll see the ad that’s created. You can add in multiple ads, and I recommend you have three for your first ad group. I’ll just leave the one for now and choose Save and Continue.Here, we can review all of our settings. Make sure everything looks right, and then we’ll choose Continue to campaign. And there you go, just like that you have your first text ad campaign configured.