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How to Set Up Google Ads for PPC

11 June 2020

PPC, or Pay-Per-Click, is an advertising strategy in which advertisers accrue costs when internet users click their ads.
While this might sound like a counter-productive way of online marketing, it can generate an impressive return on investment.
You can use PPC campaigns to achieve things like increasing sales, generating leads and promoting brand awareness. It can seem a little intimidating at first, but once you have learned the ropes, you can begin running successful advertising campaigns to boost your business.

Why should you set up a PPC campaign in the first place?

One of the most significant benefits of PPC is how quick it is to get up and running and seeing results. This is where it differs to SEO, as PPC can often deliver more instantaneous results. However, your digital marketing efforts are usually best when both strategies are used alongside each other, so keep this in mind.
There are a lot of different ad formats to choose from, and you have control over your budget and who you are trying to target. This is perfect for helping the right people to find you at the right time, and you don’t have to spend a fortune to start seeing results.

Watch our recent PPC webinar to find out more about Google Adwords.

How to set up a Google Ads account

In order to advertise on the Google Ads platform, you will need to have access to a Google Account. If you already use services such as Gmail, you can use this email address to sign in.
You may be prompted with the question ‘What’s your main advertising goal?’. Your goals can include getting more calls, more website sales or sign-ups, or encouraging more people to visit your physical location. Once you have chosen this, you will be asked to create a campaign. You can skip this, and do it later once you are more familiar with the platform.
The set-up process will then ask for your business information. It is important to remember you cannot edit this later, so make sure the information is correct.

Understanding your account structure

PPC account mock up
Firstly, you should consider creating a PPC keyword list; this is the foundation of any PPC campaign. Consider the core phrases that describe your business, and what a potential customer may search if they are looking for your product or service. You can also use a variety of keyword research tools to help you get started.
When it comes to setting up a campaign, advertisers generally begin by choosing keyword themes to segment different ad groups. You select your overall theme, before drilling down into subcategories known as ad groups. Each ad group can include a variation of themed keywords.
In your campaign, you can assign something known as a match type to each keyword; this defines the queries for which ads will show. There are seven types:
  • Exact – query must be typed in exactly
  • Exact (close variant) – as above, but can include misspellings
  • Phrase – query must be typed in the correct order
  • Phrase (close variant) – as above, but can consist of misspellings
  • Broad – query can be typed in any order and will also potentially show ads for similar searches
  • Modified Broad – query can be typed in any order but must include terms that contain a plus sign
  • Broad (Session-Based) – takes into account other queries from that user’s search session
You can also include negative keywords, which will help to remove any traffic that is not relevant.
There are several different types of ads to choose from. Search Network is the most common, which is keyword-based advertising whereby searchers type in queries on the likes of google.com.
Display Network consists of websites that agree to show Google text, image and video ads. They are shown within the site’s content and work through the audience and demographic targeting.
There are also Product Listing Ads that are created through Shopping campaigns created in Google Ads.

Writing your PPC ads

Character limits restrict PPC ads, so you must be concise and engaging. Headlines have a character limit of 30, while descriptions have a limit of 90 characters.
Expanded ads require three headlines and two descriptions, while responsive ads require 15 headlines and four descriptions.
It is essential to consider what page on your website you want the ad to send the user to. Landing page mapping can help you to decide which ad groups should go to which page in order to achieve the best results.

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