Immediately after choosing a strategy, Google Ads “hides” two very important settings: choosing conversions for ad optimization and ad rotation:
By default, the system will optimize your ads for all the goals included in the
“Conversions” column (all the goals of the advertising account are included there).
This may lead to the algorithm focusing not on important macro-conversions (order,
application, thank you page), but on micro-conversions, which usually have more
data and are easier to provide (click, number of pages per session, duration of site
viewing). Therefore, for each campaign, it is worth choosing a unique set of
conversions for optimization. I chose the “Application for participation in the course”
conversion action.
Rotation affects how impressions
are distributed among the ads in your campaign. If you leave optimization on by
default, Google will identify the ad that gets the most clicks and start giving it priority in impressions. Is clicks your goal? Probably not. You’re probably running ads for
conversions and sales.
It often happens that an ad that is clicked less often turns out to be more converting.
Therefore, I recommend adding several ad options to a group, accumulating statistics
and analyzing their effectiveness yourself. And in the rotation settings, select the
second item. If you do not plan to analyze advertising, do not change this setting.
Creating Ad Groups
The next step is to create an ad group. First, the advertiser needs to specify the
keywords by which users (target audience) can find their ads.
Each group should contain keywords that have repeating words and lead to the same
landing page. In this case, for each set of phrases, it will be possible to create several
maximally relevant ads. Relevance directly affects the cost per click. When there are
few phrases, grouping can be easily done manually. If there are hundreds or
thousands of them, additional tools or Excel formulas and scripts may be useful.
Also, I don’t recommend adding phrases in a broad match type, that is, without
special characters or as shown in the image above.
The thing is that with broad match in
Google Ads, the system is guided only by the
topic you select, and not by the phrase itself. Thus, if I add the keyword “car
selection”, Google may show my ad for the queries “car” or “buy a bus”. Such queries
will not be targeted for me. If the user clicks on the ad, I will have wasted money, and
if there is no click, the CTR of the advertising campaign will deteriorate, which
directly affects the actual cost per click (higher CTR – lower cost per click).
Therefore, in the first group of my search campaign, there will be only a part of the
keywords that I added initially. I also use a broad match modifier, adding a “plus” to
each word in the keywords – this way I will clarify the queries for which the ads should
be displayed. Agree, this is not very obvious from the settings and tips in the interface.
Creating Ads
The next step is to create your ads. Google recommends adding two expanded text ads
and one responsive ad to each ad group.
Expanded text ads have three headlines and two descriptions, which are strictly fixed
in their positions. The third headline and second description are not always shown, so
you should not add the most important information to them. But you can be sure that
if they are shown, the user will see exactly the combination of headlines and
descriptions that you specified.
The adaptive ad offers up to 15 headline options and up to 4 descriptions. The
algorithm automatically generates various combinations of the options you offer for
each auction to improve their clickability.
The advertiser has the option to pin some headlines and descriptions to the desired
positions. Google does not recommend doing this, but here is what I recommend: the
ad should begin with a phrase similar ig database to the user’s query (the first headline) and
continue with the value proposition (the second headline). To pin headlines and
descriptions to the selected positions, click the “push pin” as shown below.
Bottom line: two text ads and one responsive ad — and so on in each group. Thus, creating an advertising campaign can country email data take a lot of time. Excel and Google Ads Editor
will help speed up the process, but you need skills to work with them.
Other important settings
It seems that we have covered the entire twd directory process of creating a search campaign, but
there are still a few important nuances.