Dec 18, 2019
Are you a newbie advertiser who’s trying to figure out which advertising mediums to use to promote your business? Well, if you want to capitalize on the 3.5 billion searches that take place on Google each day – and let’s face it, who wouldn’t – then Google Ads should definitely be included in the mix.
Google Ads is an online advertising service by Google for businesses that want to serve clickable ads on the Google search results page.
Google Ads operates on a pay-per-click basis: advertisers pay when users click on their ads.
Google Ads has something for businesses of all sizes with different budgets, advertising goals, and target audiences. The service offers many benefits to digital marketers:
There are two types of Google Ads account:
A standard Google Ads account is used to manage your paid search campaigns. However, if you have a number of clients, you shouldn’t place them all within the same standard or child account. Best practice is to have one account per client and to keep the accounts separate.
You can create keyword lists in your standard account, and organize those keyword lists into ad groups. You can also report on the performance of your campaigns within the standalone account itself.
Manager accounts are very powerful tools. You use a single login to access your manager account.
With a manager account, you can search and navigate between all your different child accounts. So if you have multiple clients or, say, multiple product lines, you can very easily jump between them via a single dashboard.
You can create and manage campaigns, and you can compare performance across accounts and campaigns. If you are a large electronics retailer, for example, you might have a manager account that contains your TV product line, your computer product line, your white goods product line, and so on. You can compare what’s working across your product lines in terms of your investment and what you’re getting out of it.
In most cases, it’s best to begin with a manager account because it’s free and it allows you to build a number of child accounts within it. Even if you only need one child account at the start, you may find in time that you need a second one or a third one. These can be easily added within the manager account.
To create a Google Ads manager account:
With Google Ads, it’s best to structure your account into:
Keywords are the cornerstones of any search campaign. These are what consumers input into a search engine to find your product. So choose appropriate keywords for your product. You’ll need an exhaustive number of keywords to target your audience properly, because people are conducting multiple searches all the time. So having hundreds of keywords is essential to ensure that you capture as many of those searches as you possibly can.
You build your keywords into lists of keywords that are related or have similar themes. These lists of keywords are called ad groups. Aim to have about 10 keywords in each ad group. As best practice, try to build as many keyword lists as you possibly can, and keep them as tight as possible. You can create ad copy for each keyword list.
Then you group your ad groups into campaigns. Campaigns are at the top level of account management. Campaigns allow you to easily manage multiple keyword lists across different clients, across different territories, and across different product lines. They allow you to set your location and manage how much each ad group spends on a daily basis.
So, in summary, you build your account structure around keywords that are related to each other, grouped into lists called ad groups, which in turn are grouped into campaigns. The most sensible approach is to begin with the keywords and work backward towards the campaign.
Here is an example of how you could structure a digital marketing campaign selling TVs in Google Ads:
This type of organizational structure allows for best management of a Google Ads account.