The essential steps to get off to a good start on Google Ads

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Google is the most used search engine in the world (93.4% of the market share in the world according to a Statcounter study of May 2020). In addition to offering access to an immense amount of information, it is the perfect place for advertisers wishing to advertise their brand or sell their products or services. If you're new to Google Ads and want to start creating your first campaign, track its performance correctly and thus the return on investment of stocks, here are a few steps to follow that will make your life easier!

Before you start, set the keywords you want to target on google ads

Because search possibilities are endless, if you want to come out first in Google queries, choose to focus on a few specific terms rather than generic and overly broad names. This is called the concept of "long drag" in referencing. It refers to highly targeted keyword groups, consisting of more than 3 terms, that individually do not drain a lot of searches but whose accumulation can greatly increase your site traffic. 

For example, if you sell sofas, you will not target the term "furniture" but rather "leather corner sofa" or "2-seater convertible bench." Your prospect is looking for a specific result so it's better to be precise than profusion.

Once these keywords are identified, you can start including them in the console or search for more with Google Ads' built-in Google Keyword Planner.

The console is the interface of Google Ads, which allows you to set up all of your advertising campaigns. You can access it by clicking on this link.

The types of keyword match

You can assign various levels of targeting to your keywords, called match types. There are five, which are symbolized by special characters and determine how your ads are displayed based on queries.

  • Wide request: leather sofa

Your ad will appear if the user's query includes your keywords, synonyms or variations, whatever their order. If you have a limited budget or are new to Google Ads, avoid this type of match that will display your ad for far too large and unqualified searches.

Examples of queries that will trigger your ad: white leather sofa, buy leather couch, sofa and coffee table…

  • Wide Query Modifier: 'Canapé' -leather

Your ad will appear for queries that necessarily include the term preceded by the plus and its near variants (but not synonyms).

Examples of queries that will trigger your ad: leather sofas, clean leather sofa…

It is important to take into account negative keywords such as "task," "interview," and exclude them so as not to display the ad at a loss (see "keywords to exclude").

  • Exact expression: "leather sofa"

Your ad will appear for the same query as your group of terms and its close variants (spelling errors, plural/singular). It will be broadcast even if there are other words before or after, but will not be broadcast if there are words interspersed between the exact expression.

Examples of queries that will trigger your ad: leather sofa, clean leather sofas…

Examples of queries that won't trigger your ad: leather sofa and armchair

  • Exact keyword: [canapé cuir]

Your ad will appear for the exact term and for its near variants, only if there are no other words before or after.

Examples of queries that will trigger your ad: leather sofa, leather sofas…

Examples of queries that won't trigger your ad: buy leather sofa

  • Keyword to exclude: sofa -leather

Your ad will appear on queries that don't contain the excluded word. 

Examples of queries that will trigger your ad: sofa cushion, red sofa

From the Google console you can also add a list of keywords to exclude overall (and not just within queries as in the example).

to get started, make sure the basics of your goals are set to be sure to track conversions on google ads

Each advertising campaign has a particular purpose, which must be taken into account when setting the parameters. For example, if your goal is to target the intentionists to get them to buy, you need to track the purchase.

To access it: Go to "Tools and Settings" and then choose "Conversions" (in the "Statistics" subseed) and create a new conversion action if necessary.

Check your account settings when you start on Google Ads

Category: Select the type of conversion you want to follow (e.g. Purchase for e-commerce)

Value: Adjust value to suit your conversion goal

Example: A recovered email will be worth 1, while a product purchased at €29 will be worth 29.

Conversion number: Set whether you want to count all the times a single user completes the goal or group them into one. In e-commerce we will want to count a conversion with each purchase even if the same person buys 10 times. On the other hand, if the same person leaves his email 10 times (on a lead campaign), we will only want to count it once (principle of duplication).

Post-click conversion tracking period: This is the maximum time for which a conversion will be saved after clicking on one of your ads. 

Conversion tracking period after display: same principle as above but after a user has seen (print) your ad without clicking on it.

Include in "Conversions": Don't forget to check this box so that conversions are well counted.

Attribution model: This parameter determines who to assign the conversion to. If you're just starting out but want to retrieve data, choose linear. You'll get an idea of the different ads that earn you conversions.

Connect Google Ads to Google Analytics

As soon as you start on Google Ads, it's important to be able to analyze your data to understand, optimize, focus on what brings you value etc… By linking Adwords with Analytics, you'll be able to reach a very fine level of analytics in Analytics.

To make the link: go into Analytics, administration (notched wheel at the bottom left), menu of the middle "Property", "Association to Google Ads".

Make sure conversion tracking is well placed to start on google ads

When you validate all the conversion tracking settings, you'll see the options available to you to place the conversion tracking tag on the console.

The tag is a small piece of code to place on the page where your conversion takes place.

You need to check that the conversion tracker is properly installed on the right page, i.e. the one that matches the conversion goal you set. 

For example, if you have a purchase goal, place the tag on the thank you page that appears once the purchase is validated.

Then install Google Tag Assistant. Here's the Chrome extension

This extension allows you to check the tags that are triggered on any website (adwords conversion tag, but also analytics tags, tag manager, optimize etc…)

Make a conversion as if you were a customer, and on the page where you placed your tag, make sure it appears in Google Tag Assistant. If so, well done, you're ready. If not, review the way you placed your tag until it works.

Create the structure and content of your campaign and allocate the budget accordingly

When you start on Google Ads, the structure of an ad campaign can seem complex: here's a diagram. A campaign is made up of ad groups, and each ad group contains ads that appear if keywords trigger them.

To define the structure, provide a table of several columns with the name of your campaign, the details of the audiences you want to target: geographic location, interests (which correspond to targeted keywords), ad text, and redirect url. Create different ad groups depending on the type of keywords you choose to target.

Then write the texts of your ads.

We recommend creating 3 different text ads and 1 responsive ad minimum per ad group. Ads should be linked to keywords targeted in ad groups.

A Google Ads text ad consists of 3 titles of up to 30 characters each and a descriptive text of up to 2 x 90 characters. Sequencing the text in this way allows you to focus on short, hard-hitting sentences. Keep in mind that the Google algorithm can change the order of 3 titles and 2 texts. So make sure to write sentences that make sense all together in every possible sense and independently of each other.

Good to know

Try to place your main keywords in titles and descriptions. In addition, with a few exceptions, Google refuses brand names other than yours in ads, so be sure to avoid formulas such as "Available on Mac." 

Tip: When you create your ads, turn off the "ad suggestions" setting.

Check this setting based on your needs and confidence level. If you leave it on, Adwords will make suggestions for new ads that, without action on your part, will be automatically applied after 14 days.

If you disable the setting ("Don't automatically apply ad suggestions"), you keep full control and no changes will be made without your consent.

To find the option: go to the account setting (side menu: settings and account settings) and look for "ad suggestions."

Check your texts one last time, your redirect url… Your ads are ready, you can launch your campaign!

The first part of the task is completed, then comes the results analysis, optimization and reporting phase: keyword exclusion, bid strategies, tracking follow-up… 

Need help? Join a team of experts and give your marketing strategy a boost! The Sparkling Agency will intervene for you from the creation of your campaign through the setting of your account to the delivery of the scans. 

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Google is the most used search engine in the world (93.4% of the market share in the world according to a Statcounter study of May 2020). In addition to offering access to an immense amount of information, it is the perfect place for advertisers wishing to advertise their brand or sell their products or services. If you're new to Google Ads and want to start creating your first campaign, track its performance correctly and thus the return on investment of stocks, here are a few steps to follow that will make your life easier!

Before you start, set the keywords you want to target on google ads

Because search possibilities are endless, if you want to come out first in Google queries, choose to focus on a few specific terms rather than generic and overly broad names. This is called the concept of "long drag" in referencing. It refers to highly targeted keyword groups, consisting of more than 3 terms, that individually do not drain a lot of searches but whose accumulation can greatly increase your site traffic. 

For example, if you sell sofas, you will not target the term "furniture" but rather "leather corner sofa" or "2-seater convertible bench." Your prospect is looking for a specific result so it's better to be precise than profusion.

Once these keywords are identified, you can start including them in the console or search for more with Google Ads' built-in Google Keyword Planner.

The console is the interface of Google Ads, which allows you to set up all of your advertising campaigns. You can access it by clicking on this link.

The types of keyword match

You can assign various levels of targeting to your keywords, called match types. There are five, which are symbolized by special characters and determine how your ads are displayed based on queries.

  • Wide request: leather sofa

Your ad will appear if the user's query includes your keywords, synonyms or variations, whatever their order. If you have a limited budget or are new to Google Ads, avoid this type of match that will display your ad for far too large and unqualified searches.

Examples of queries that will trigger your ad: white leather sofa, buy leather couch, sofa and coffee table…

  • Wide Query Modifier: 'Canapé' -leather

Your ad will appear for queries that necessarily include the term preceded by the plus and its near variants (but not synonyms).

Examples of queries that will trigger your ad: leather sofas, clean leather sofa…

It is important to take into account negative keywords such as "task," "interview," and exclude them so as not to display the ad at a loss (see "keywords to exclude").

  • Exact expression: "leather sofa"

Your ad will appear for the same query as your group of terms and its close variants (spelling errors, plural/singular). It will be broadcast even if there are other words before or after, but will not be broadcast if there are words interspersed between the exact expression.

Examples of queries that will trigger your ad: leather sofa, clean leather sofas…

Examples of queries that won't trigger your ad: leather sofa and armchair

  • Exact keyword: [canapé cuir]

Your ad will appear for the exact term and for its near variants, only if there are no other words before or after.

Examples of queries that will trigger your ad: leather sofa, leather sofas…

Examples of queries that won't trigger your ad: buy leather sofa

  • Keyword to exclude: sofa -leather

Your ad will appear on queries that don't contain the excluded word. 

Examples of queries that will trigger your ad: sofa cushion, red sofa

From the Google console you can also add a list of keywords to exclude overall (and not just within queries as in the example).

to get started, make sure the basics of your goals are set to be sure to track conversions on google ads

Each advertising campaign has a particular purpose, which must be taken into account when setting the parameters. For example, if your goal is to target the intentionists to get them to buy, you need to track the purchase.

To access it: Go to "Tools and Settings" and then choose "Conversions" (in the "Statistics" subseed) and create a new conversion action if necessary.

Check your account settings when you start on Google Ads

Category: Select the type of conversion you want to follow (e.g. Purchase for e-commerce)

Value: Adjust value to suit your conversion goal

Example: A recovered email will be worth 1, while a product purchased at €29 will be worth 29.

Conversion number: Set whether you want to count all the times a single user completes the goal or group them into one. In e-commerce we will want to count a conversion with each purchase even if the same person buys 10 times. On the other hand, if the same person leaves his email 10 times (on a lead campaign), we will only want to count it once (principle of duplication).

Post-click conversion tracking period: This is the maximum time for which a conversion will be saved after clicking on one of your ads. 

Conversion tracking period after display: same principle as above but after a user has seen (print) your ad without clicking on it.

Include in "Conversions": Don't forget to check this box so that conversions are well counted.

Attribution model: This parameter determines who to assign the conversion to. If you're just starting out but want to retrieve data, choose linear. You'll get an idea of the different ads that earn you conversions.

Connect Google Ads to Google Analytics

As soon as you start on Google Ads, it's important to be able to analyze your data to understand, optimize, focus on what brings you value etc… By linking Adwords with Analytics, you'll be able to reach a very fine level of analytics in Analytics.

To make the link: go into Analytics, administration (notched wheel at the bottom left), menu of the middle "Property", "Association to Google Ads".

Make sure conversion tracking is well placed to start on google ads

When you validate all the conversion tracking settings, you'll see the options available to you to place the conversion tracking tag on the console.

The tag is a small piece of code to place on the page where your conversion takes place.

You need to check that the conversion tracker is properly installed on the right page, i.e. the one that matches the conversion goal you set. 

For example, if you have a purchase goal, place the tag on the thank you page that appears once the purchase is validated.

Then install Google Tag Assistant. Here's the Chrome extension

This extension allows you to check the tags that are triggered on any website (adwords conversion tag, but also analytics tags, tag manager, optimize etc…)

Make a conversion as if you were a customer, and on the page where you placed your tag, make sure it appears in Google Tag Assistant. If so, well done, you're ready. If not, review the way you placed your tag until it works.

Create the structure and content of your campaign and allocate the budget accordingly

When you start on Google Ads, the structure of an ad campaign can seem complex: here's a diagram. A campaign is made up of ad groups, and each ad group contains ads that appear if keywords trigger them.

To define the structure, provide a table of several columns with the name of your campaign, the details of the audiences you want to target: geographic location, interests (which correspond to targeted keywords), ad text, and redirect url. Create different ad groups depending on the type of keywords you choose to target.

Then write the texts of your ads.

We recommend creating 3 different text ads and 1 responsive ad minimum per ad group. Ads should be linked to keywords targeted in ad groups.

A Google Ads text ad consists of 3 titles of up to 30 characters each and a descriptive text of up to 2 x 90 characters. Sequencing the text in this way allows you to focus on short, hard-hitting sentences. Keep in mind that the Google algorithm can change the order of 3 titles and 2 texts. So make sure to write sentences that make sense all together in every possible sense and independently of each other.

Good to know: Try to place your main keywords in titles and descriptions. In addition, with a few exceptions, Google refuses brand names other than yours in ads, so be sure to avoid formulas such as "Available on Mac." 

Tip: When you create your ads, turn off the "ad suggestions" setting.

Check this setting based on your needs and confidence level. If you leave it on, Adwords will make suggestions for new ads that, without action on your part, will be automatically applied after 14 days.

If you disable the setting ("Don't automatically apply ad suggestions"), you keep full control and no changes will be made without your consent.

To find the option: go to the account setting (side menu: settings and account settings) and look for "ad suggestions."

Check your texts one last time, your redirect url… Your ads are ready, you can launch your campaign!

The first part of the task is completed, then comes the results analysis, optimization and reporting phase: keyword exclusion, bid strategies, tracking follow-up… 

Need help? Join a team of experts and give your marketing strategy a boost! The Sparkling Agency will intervene for you from the creation of your campaign through the setting of your account to the delivery of the scans. 

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