How to Create a Great Google Ads Campaign

Neon wall sign saying "This is the sign you're looking for"

As a result, marketers for organizations and companies of all sizes turn to Google Ads to build brand awareness, grow their web traffic, and drive conversions by capturing their audiences while they are searching for information online.

There are a lot of factors that contribute to the success of a Google Ads campaign, and not all campaign types are right for every business or initiative. So, how do you know which one to use, and how do you ensure effective ads that deliver results? For our clients, we start by looking at their goals and understanding their audiences, then focus our efforts on creating a digital experience that is relevant and impactful, from start to finish. A great Google Ads campaign follows these high-level steps:

1.    Determine your campaign goals.
2.    Understand your audiences’ needs.
3.    Research relevant keywords.
4.    Select campaign type and settings based on goals.
5.    Build quality landing pages.
6.    Launch ads with relevant copy and images.
7.    Optimize throughout campaign.

Why relevance matters

At the most basic level, it’s important to target keywords, draft ads, and create landing pages that are relevant to what your audiences are searching for so that you don’t waste their time. Creating ads that truly address peoples’ needs, no matter where they appear, builds trust with your audiences and improves your chances of conversion.

In the current search network, several factors will determine your ad rank. The higher your ad rank, the more likely your ad will show and get clicks. These factors include keyword relevancy, landing page quality, and extensions, bids, and more. Note that it’s not just keywords, but keyword relevancy, this is important—the keyword needs to appear prominently and logically in your ad, and in your landing page, for a better user experience and a higher ad rank.

Can’t I just increase my bid to get more clicks?

When Google Ads (formerly Google AdWords) first started, the system was simpler than it is now, and heavily weighted towards cost-per-click bids and keywords. With a higher dollar amount per click, you might outrank competitors for popular keywords in the search network—no matter the relevancy of your industry, product, or service.

This led to frustration, for obvious reasons; no one wants to see an ad for something that has nothing to do with what they searched for in the first place. This model eroded trust, which is why now, your ads are more likely to appear when your keywords, ad copy, and landing page are clearly related to what users searched for.

No matter how high your bid is, if your ad isn’t related to that topic, your website doesn’t have a good user experience, or your settings are not optimized, your ad might not show at all.

Don't set and forget

Understanding your audiences and creating an ad experience tailored for them will set your campaign up for success, but you can't stop there. Getting the most out of your campaign requires maintenance and optimization—including ongoing adjustments to targeting, ad copy, images, keywords and more. By incorporating learnings and tweaking settings as you go, you can maximize your campaign's potential and get valuable insights to carry forward to your marketing efforts across channels.

Need help taking your Google Ads campaigns to the next level? Talk with our Google Partner-certified staff to learn more.

In the current COVID-19 situation, it's worth looking to see if your organization is eligible for Google Ads credit, too.