Date Published: 
July 11, 2024

Here's 10 Best Practices if you're just getting started with Google Search Ads Campaigns in 2024

Learn the differences between Google Search and Google Ads, types of bidding strategies, and effective optimization techniques.

Launching a successful Google Search campaign demands a thorough strategy to ensure that your advertising satisfies your marketing goals and reaches the suitable audience. The best practices for creating and running Google Search advertising, the differences between Google Search and Google advertising, the subtleties between PPC and Google Search, the several bidding options, and reasonable strategies to maximize the efficacy of your campaign will be discussed in this paper. But before we get stated, here's a few basics you should go over first:

Understanding Google Search Ads vs. Google Search

Google Search Ads

Google Search advertising is shown on top and bottom of its search engine results page (SERPs). Advertisements from businesses vying for keywords connected to their products or services show up to anyone searching for such terms. Under a pay-per-click (PPC) model, these advertisements let businesses pay each time a consumer visits one of them.

Google Search (Organic Search)

Natural, or organic, search—that is, Google search—that entails upgrading your content and website to organically rank better in Google's SERPs without paying for placement. Search engine optimization (SEO) is a tool meant to boost the authority and relevance of your website so that over time natural traffic will be drawn in.

Google Search Ad and PPC - side by side comparison

Google Search Ads

  • Cost Structure: Designed on a PPC model, the fee structure includes every ad click.
  • Placement: Clearly identified as ads displayed at both top and bottom of SERPs.
  • Speed: Once the campaign is in progress, it can generate fast traffic.
  • Control: Offers advanced targeting options to access certain groups based on demographic, tastes, and search history.

PPC (Pay-Per-Click)

PPC is a more all-encompassing idea of online marketing whereby businesses pay a fee every time one of their adverts is clicked. Among the various places PPC can be utilized are Google Ads, Bing Ads, and social media including Facebook Ads. Google search advertisements are one specific type of PPC advertising targeted at search engines.

Types of Google Search Ads Bidding

Many of Google Ads' bidding choices help you to fulfill the goals of your project. The most typically occurring forms are these ones:

1. Manual CPC (Cost-Per-Click) Bidding

Manual CPC bidding allows you to define the maximum cost-per-click for your advertising. This demands constant monitoring and adjustments even if it affords you budget and bid control.

2. Enhanced CPC (ECPC)

Designed as a semi-automated bidding system, Enhanced CPC improves your hand-made bids for maximum conversion. Google bases your bids on your either better or lower conversion chance.

3. Target CPA (Cost-Per-Acquisition)

Target CPA bidding creates bids to allow automatic conversion increase at the assigned cost-per-acquisition. Using prior performance, Google maximizes bids and meets your target CPA.

4. Target ROAS (Return on Ad Spend)

Target ROAS bidding generates bids aimed to maximize the ad spending return on investment. Google adjusts your bids to best maximize the expected return on the ad money spent.

5. Maximize Clicks

Maximizing Clicks bidding is a computerized approach whereby bids are created to maximize clicks within your means. This strategy boosts website traffic.

6. Maximize Conversions

Set bids depending on maximizing conversions within your range of control. Campaigns focusing on encouraging specific activities, including sign-ups or sales, would find this strategy an ideal fit.

Best Practices for Google Search Campaigns

1. Define Clear Objectives

List initially the goals of your campaign. Whether your objectives are to increase website traffic, generate leads, or generate revenue, carefully stated goals will steer your approach and help you to evaluate results.

2. Conduct Thorough Keyword Research

A good Google Search strategy depends critically on professional keyword research. Using tools like Google Keyword Planner, SEMrush, and Ahrefs, find low-competition, high-search-volume related keywords. Give long-tail keywords, specific to your products or services, first importance.

3. Utilize Google Trends

Google Trends helps one to be much more conscious of search word popularity over time. Trends analysis helps you to adapt your strategy by pointing up seasonal fluctuations, new phrases, and changes in search behavior. Review these choices and refine your keyword selection using Google Trends.

4. Write Compelling Ad Copy

Your advertisement should be straightforward, clear, and intriguing. Stress the benefits of your good or service then demand a forceful call to action. Try many variations of your advertisement language in an A/B test to identify the best one.

5. Optimize Landing Pages

Ensure that your landing pages link to your ads and offer a perfect customer experience. Work on speed, mobile friendliness, and clear CTAs to boost sales. Keeping a good grade depends on continuous material on your landing page and ad copy.

6. Benefit from Ad Extensions

Ad extensions give extra information and increase the exposure and CTR of your advertisement. Location extensions, callouts, structured snippets, and sitelinks can help you to more effectively deploy advertising.

7. Use Negative Keywords

Negative keywords make your advertising more relevant and help it to show for irrelevant searches, this helps you save money. Frequent examination and changes to your negative keyword list will help your advertising run as best it could.

8. Create Leverage with Remarketing

Remarketing allows you to engage visitors of your website who did not convert. Make customized audiences and change your marketing to motivate them to return and complete the desired action.

9. Monitor and Adjust Bids

Track your bids closely and adjust based on performance. Use automated bidding techniques to maximize for your specific goals—such as target CPA or maximum conversions.

10. Analyze and Optimize

Use Google Ads' reporting tools to monitor how your campaign performs. Review benchmarks including cost per conversion, clickthrough, and conversion rates. Apply these insights to continuously improve your efforts and produce better results.

Setting Up a Google Search Campaign

Step 1: Create a Google Ads Account

If you don't have a Google Ads account, create one by visiting the Google Ads homepage. Follow the on-screen instructions to set up your account.

Step 2: Set Up a New Campaign

  1. Go to your Google Ads dashboard.
  2. Click the "+" button to create a new campaign.
  3. Select your campaign goal, such as "Sales," "Leads," or "Website Traffic."
  4. Choose "Search" as your campaign type.

Step 3: Configure Campaign Settings

  1. Name your campaign.
  2. Set your target locations and languages.
  3. Choose your bidding strategy based on your campaign goals.
  4. Set your daily budget and maximum CPC bids.

Step 4: Create Ad Groups

  1. Organize your keywords into ad groups based on themes or product categories.
  2. Write ad copy for each ad group, ensuring it is relevant to the keywords and landing pages.

Step 5: Add Keywords

  1. Use keyword research tools to find relevant keywords for each ad group.
  2. Add a mix of broad match, phrase match, and exact match keywords to target different search intents.

Step 6: Set Up Ad Extensions

  1. Add relevant ad extensions, such as sitelinks, callouts, and structured snippets, to enhance your ads and provide additional information.

Step 7: Launch Your Campaign

  1. Review your campaign settings and ad copy.
  2. Click "Save and Continue" to launch your campaign.

Step 8: Monitor and Optimize

  1. Regularly monitor your campaign's performance using Google Ads' reporting tools.
  2. Make adjustments to your bids, keywords, and ad copy based on performance data to optimize your campaign.

SimpleLab Digital Expertise

At SimpleLab Digital, we specialize in creating and managing successful Google Search campaigns. Our team of experts can help you optimize your strategy to achieve your marketing goals. Visit our Google Search Services page to learn more about how we can help you thrive on Google.

About The Author

Adrick Ciangherotti

Digital Director

Empowering SMBs with Digital Marketing, Automation, and Ad Creation

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