Aug 26, 2021 12 min read

How to Create a Google Search Campaign

How to Create a Google Search Campaign

This blog will explain how to create a Google ads search campaign from start to finish everything step by step.

What are Google Search Network Campaigns?

We’ve all come across them online if we’ve searched for something on a search engine at the top of the page where google search ads can appear.

These Ads are called Google search network campaigns or Google Search Ads. It’s have been a long-time favorite of advertisers.

Step-by-Step Guide for Creating Google Search Campaign:-

To create a campaign in google ads, go to Ads.Google.com when you go to that URL.

After login, you can see a particular page like this.

To create a campaign, go to campaigns (left side); after that, click on the “plus + icon” button. The first thing it does is show you want to create a new campaign or load campaign settings.

At this moment, click on a new campaign.

It'll ask you what kind of campaign you want to create now as we know that a lot of automated settings in Google to keep in touch to make it user-friendly for the newcomers or small budget campaign owners who do not have the expertise. They do not want to hire anyone to run their campaigns, but we will create a campaign without goal guidance.

Step 1 :


Step 2 :
After choosing to create a campaign a without goal guidance, it will have all the options that do not restrict you so that we will go with manual settings here; the moment you click that, it continues.essential.,

It will ask which type of the 8 campaigns you want to create now for us.

The first campaign we want to make is that search campaigns so that we would select search.

Next, it asks me to select the result .that you want to get from this campaign website visits, phone calls, and App downloads.

It does not make any difference what would you choose here

But if you just like website visits here, it's going to be okay. You can do anything that even after that as well now for the website visits, it asks me about my business website and campaign name.

Mention Campaign name

You can choose anything, but there is some recommended syntax that you can follow as a best practice. For example, creating multiple campaigns becomes difficult to remember; it’s easier that way, so I follow it.

🏗️ STRUCTURE :

Search Example
Geo | Network | Category - Targeting (Bid Strategy) UK | Search | Brand (tCPA 5)
Search | Brand (tROAS 100)
US | Display | Best Offers (tROAS 5)

Step 3 :

The moment I click on continue, It will ask five main settings about the campaign.

Budget and Bidding

Now we are going to go to the next section, Budget and bidding is an essential section, and it determines the success of your campaign, so it's very important for you to understand those different bidding strategies available in Google Ads somehow configure and which bidding strategy to use for your client, that being said, the first setting in the budget and bidding.

Daily Budget setting

Here it will ask you how much money you want to spend every day for this particular campaign now. If you see it for me, it's showing in an INR (because while creating an account, I choose INR)

When you have given Rs 10,000 as a daily budget.

Some days Google can spend Rs 12,000 some days, it can spend only Rs 8,0000.

One thing you have to remember is if you cannot you look at the monthly amount for example, if this month is 30 days at the end of the month, Google will not spend more than Rs 3,00,000, which is the daily budget multiplied by 30 days, but on certain days might spend a bit more, and it might spend a bit less based on if Google thinks some days the performance of the conversions, performance, clicks it can increase, google can  spend a bit more it analyses traffic trends and a lot of other things so there will be  a slight variation every day if you check with this our daily budget you have set but of the month overall it could not spend more than the daily budget multiplied by 30

And then the following setting we have is bidding, which is very important now. If you see here by default, it shows you these options reach out for new users, and it's like an automated it'll automatically select bidding strategies, but we change a bit strategy for us.

When it comes to your campaign bidding strategy if you click on the drop-down where it will show.

Bidding Strategies

There are 7 bidding strategies available in Google:-

The first thing you have to observe is six automated bidding strategies and one manual bidding.

I'm not a supporter of manual bidding strategies because I believe that Google has so much data. They have AI and Data-driven algorithms, so we should utilize that when it comes to bidding. However, I always I'm a supporter of automatic non-manual bidding strategies.

Before understanding 7 bidding strategies and when you should use each of them, it’s very important to go to the terminology about Google ads to understand these bidding strategies quickly.

Basic Terminologies

These are the 4 primary metrics everyone has to understand if you want to run campaigns and understand, and then there are 4 more metrics derived from this, for example.

Impressions, no of clicks, CPA  was displayed but using these metrics come off it secondly metrics as well I believe in showing how they are calculated but you're not a memorized of that Google will automatically show you or auto-calculated, but it's good to know how they are calculated the first thing is

ROAS - Return on Ad Spend = (Sales generated/ Amount Spend) x 100
CTR - Click Through rate = (Clicks/Impressions) x 100
CPC - Cost per click = Cost / Clicks
CPA - Cost Per Action/Conversion = Cost/ Conversions
Example:
Ad was displayed 1000 times > 70 people clicked on it > 20 people filled the lead form/purchase >
total amount spent was 500$ > Sales generated were 5000$
ROAS: 1,000% CTR: 7% CPC: 7.14$ CPA: 25$

Now that you are cleared with all those eight terminologies, we must see what each of these bidding strategies means.

To give you an idea when you come here and get a campaign like what you select here actually determines how successful the campaign is.

Now let's go through each of them to understand what they mean and when they should be used.

Automatic Bidding Strategy What does it do How does it work
Target Impression Share Increase visibility on Google Automatically sets bids to show on the Search Results page on a certain position
Maximize Clicks Increase Website Traffic Automatically adjusts bids to get maximum possible clicks within your budget
Target CPA Get more conversions within your Target CPA Sets Bids to get conversions within the set CPA
Maximize Conversions Get most conversions while spending your budget Sets bids in a way to get maximum conversions. The whole budget will be spent
Target ROAS Target ROAS. This is useful when you value every conversion differently Sets bids to get target ROAS
Maximize Conversion Value Get more conversion value while spending your budget Sets bids in a way to gel maximum conversion value. The whole budget will be spent

In this table, I have listed all the automatic bidding strategies here to give you an idea of what each of them does and how they work. I would also link below to download the table, go through it and remember as much as possible. This is probably one of the things you have to remember by heart.

Target Impressions share:  This bidding strategy used by someone who wants to use Google search as a medium to increase brand awareness now is essential for clients. When clients tell you or their own company, my ads should appear in their ad first whenever somebody searches for specific keywords.

So that they understand that you are a master in this field, and they recognize your brand because as many times users search for keywords, your ads appear on top; this is the priority for advertisers.

Maximise Clicks

This bidding strategy you will only use if the objective of the advertisers looking for is to generate traffic from Google is all probably.

For example, news sites like republicworld.com want only traffic and do not want people to come to that website, fill out a lead demo form or buy a product.

Target CPA and Maximize Conversions should use this bidding strategy for clients who are running Google ads campaigns with you on yourself for the only reason they want traffic from Google ads and want leads (the users who filled lead demo form on their site or landing page).

Target ROAS

It will target average return on ad spend (ROAS) is the average revenue you’d like to receive for each dollar you spend on ads. It's important to remember that the conversion goals, and thus your target ROAS, can influence how many conversions you get in Google Ads.

Maximize conversion Value

Maximize Conversion Value attempts to capture the most significant number of conversions possible with a given budget.

Campaign Settings

Networks

The next thing it asks networks if you see here, it gives two options now we know that when we create a search campaign, it appears on Google search that's a given, but these are two additional options which we can include or exclude

If I exclude both my ads with specifically only appear on Google search(SERP). Still, if I select the search network option, Google has many website partners who use Google AdSense to monetize their sites. So now google starts showing your ads on their partner’s sites.

So these are the two options you have to remember, so in our case, we would exclude both of them, and also, usually, people do not include this because it changes the purpose of the search ad.

Location settings

If you see here in the location settings, the first option you get is all countries and territories, which means that your campaign will serve across the globe where your keywords are being searched.

whenever you search for a city or a place, for example, India  t. see it showing you that reach which is 426,000,000,

Reach is how many people are in, or interested in, the location you select. It's based on the number of signed-in users visiting Google sites.

Radius targeting

If you cannot find a particular area, let's say you want only to target the part of the city, and you're not able to see that, then click on the “advanced search” button.

When we click on this, it gives you 2 options: you can search for locations and Radius.

Using the Radius function, we can target a particular zone.

This function is beneficial. For example, if you have a restaurant, we show your ads near a physical location 5 km radius.

Now, it is important to understand that clicking on-location options will give you a few options here. Currently, I have selected, let's say, India, or I have chosen Bangalore, but any locations you select now by default will target-present presence or interest.

In some cases, this option is not good, for example, if you are a restaurant.

Even if the person is in Delhi, they can see my ads because the default option is "Presence or interest."

In this case, choosing a "presence" target setting is recommended.

Language targeting

The Next setting is targeting audiences in language:-

Now when I select a language like English, It means that people whose browser language set is English from the browser language setting.

So I will be targeting those English language audiences.

Language settings are significant in the display and youtube campaigns, but it's not important in search campaigns because you don't have to pick and choose languages because they are already searching for keywords in English.

Most users search google in English, so you don't have to care about which languages to choose when it does come through search campaigns. What I would recommend is you, by default, show you English.

Audience targeting

We have an audience setting if you see here we have a different kind of audience settings that audience setting means is like Google has categorized people in terms of age, terms of gender, in terms of that interest what they have, what kind of content that Consuming online, what products that interested in so you can target those.

For example, I want to target the below 25 years age group in India interested in mobiles which are high-income net worth individuals. Using these settings, we can target those audiences to explain premium mobile phone ads.

For the search campaigns audience, I don't think it's helpful. Maybe it helps in observation, so you will always leave this blank, but when we do the display and youtube and other campaigns, we even use audiences extensively.

More Settings

Now, if you click on show more settings, you will see four different options; the first one is a start and end date now by default if I didn't click on more settings by default, Google is will assuming that I have to start the campaign today which is August 20. It will not select an end date if you keep it running, so if that's not the case, you always need to come here and select what would be the end date of this campaign.

Ad Schedule

We can show our ads at specific times like 9 am to 5 pm using this feature.

Dynamic search ads setting, so what it does is if you, for example, click on this particular setting if I give the website example, udemy.com. Then, Google will automatically scan my website. Then, it will pull the keywords and headlines from the website and automatically create your ads; this is useful for websites with a lot of content, for example, udemy.com, unacademy.com.

Keywords and Ads

Ad group settings

This is the hardest and the heart of your Google ads advertising, where you'll be spending most of your time.

Google automatically will provide you with some keywords suggestions by scanning a given website. However, if you don't want to use them, using tools like semrush, we can find a good set of the right keywords by seeing your competitor's PPC Keywords, Related Keywords.

I can name this adgroup CRM.

Similarly, you can create up to 20,000 ad groups per campaign.

Creating the ad

Fundamentals: your ad is the first thing a searcher sees. It’s the one key area to distinguish your business from competitors and attract clicks that convert.

A well-written headline can make or break a campaign. Get to the point as quickly as possible and give your audience something specific to do if they find themselves intrigued by what you have to say. There are many rules for writing an effective advertisement: use emotion & repetition; test and bend them to suit your situation.

Every ad group should have at least three ads. That way, the system can optimize your performance and analyze your data to learn what message resonates best with your audience.

Extensions

Chances are the ads utilise some ad extensions to get your attention, which helps increase your ad's visibility and make it more likely that you'll click on it.

Many other extensions, such as the price, call to action,  and promotion extensions, increase visibility, but depending on the product/service, it may or may not make sense to use them.

But all these extensions together will drastically increase the CTR of your Google Ads without any additional cost.

Review

Click "Next" and Review.
Now we have successfully created a campaign.

If you have any questions, please comment or send us a message. We will reply as soon as possible.

Jami Abhinash
I am a Digital Marketer who loves to create awesome memes and helping businesses increase their leads and sales using digital marketing.

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