How to run Google Ad as an expert

Hi everyone, hope you guys are having a great day :blush:!
If you are interested in running ads, especially Google Ad, this article will provide you with a guideline on how to run it. What’s more, there are tips and best practices that help you to be a practical digital marketer at Advertising.
First of all, let go through what you need to learn and some tools that might be helpful for running ads.

General:

1.1. Research techniques:

Research is one of the most important steps that need to be done before you set up any campaigns. It brings you knowledge about users and the market, also helps you to come up with great ideas that might be successful. Here are some tools I usually use.

  • Keyword research: Google Suggestions, Google Keyword Planner, Google Search Console, Ahrefs, Google Analytics, etc.
  • User research: via Support, Search term, Google Ads, and Google Analytics report.
  • Market research: use Google Preview and Diagnosis, VPN, Storeleads, Where Ad shows section.

1.2. Google Ads Tools:

As an advertiser, there are some must-known tools and knowledge that you have to learn before running. Please check the below as a reference. I have divided them into what is important that have to know and optional that is nice to learn.

IMPORTANT:

Optional:

1.3. Google Ads Editor Tool:

Normally, with Search Ads, there are tons of keywords and setting that you will need to deal with. If you use Google Ads to set up and edit, it will take a lot of time. Instead, I often use Google Ads Editor which helps me to bulk edit and set up a campaign in a blink of an eye. If you want to be a professional advertiser, you should learn how to use this.

NOTE: YOU HAVE TO ALWAYS GET RECENT CHANGES FOR ALL CAMPAIGNS BEFORE EDITING. IF YOU MAKE CHANGES ON ONLY ONE CAMPAIGN. POST THE CHANGE FOR THAT CAMPAIGN ONLY.

1.4. Aware of Google Ads Policy:

To prevent our Ad from being disapproved, I highly recommend that you should be aware of Google Ads Policy before you start.

https://support.google.com/adspolicy/answer/6008942?hl=en

Each type of Google Ads:

2.1. Google Search Ads:

After you have done your research, here is what you need to know to set up a campaign:

  • Always exclude the keywords “magento" and “magestore” (in the phrase keyword type) in your campaign (except Branding campaign)

  • There are three types of keywords that you can run including Exact, Phrase, and Broad. The difference between those ones is the ability to target from narrow to wide.
  • Group keywords into organized Ad Groups by theme so you can create the most relevant ads and send traffic to the most targeted landing pages. More Ad Groups will generally mean a better overall campaign for your business.
  • Avoid Broad Match Keywords altogether that do not have a modifier. Broad match keywords are not very targeted and your ads will show for unrelated searches that are not going to drive conversions, leads, and sales for your business.
  • Do not worry about misspellings, keyword order, or plurals. Google Ads will still show your advertisements even if your keywords are not an exact match or if a user misspells a common term.
  • Check the Search Terms report and add Negative Keywords every single week. You need to continue to add negative keywords to your search campaigns to improve your targeting and your conversion rate.
  • Use the Google Keyword Planner in order to estimate keyword bids and find keywords to target for your business.
  • Decrease keyword bids if your campaign is limited by budget. Increase budget if your campaign is profitable.
  • Test different bid strategies such as Manual Enhanced CPC, Target CPA/ROAS, and Maximize Conversions for 2 weeks each.
  • Consistently add negative keywords to your campaign and your ad groups based on your Search Terms Report.
  • Use Ad Group level Audience Targeting (In-Market Audiences & Remarketing) for your search campaigns.
  • Create at least 1 Responsive Search Ad and 1 Expanded Text Ad per Ad Group.
  • Test Landing Pages by duplicating your existing ads in each Ad Group and updating the Final URL.
  • Use Ad Group-level Ad Extensions.

  • Add new keywords to your Ad Groups when you want to expand your campaign and increase search volume.
  • Find new keyword ideas for new Ad Groups and new SEO keyword ideas using Recommendations & the Search Terms Report.

2.2. Google Display Ads:

You should learn:

There are two types of Display Ads:

  • Responsive Display Ads (highly recommend that it should be in every Display campaign) and the image sizes for it is included in the links.
  • Google Standard Display Ads: Image sizes to be able to run. We just need to choose some options to create images.

Something you might concern about:

Why there is no result:

  • Raise your bid (including CPC, CPM, etc) and change the bid strategy if needed.
  • Check the audience list

2.3. Google Video Ads:

Best practices:

3.1. Manage and optimize campaign:

  • Bidding: You can optimize the bidding on many levels:

  • Campaign > Ad group > Keyword (Search Ads)

  • Campaign > Ad group (Display Ads)

Even when you set the bidding strategy Maximize conversion, you still can set a target CPA for the whole campaign:

You can set different bidding on each ad group based on the effectiveness of it:

Ad group bidding

A special note that you can bid differently on each keyword but it is unable to make a change on Google Ads when you are running Maximize conversions. Tip to change this is using Google Ads editor.

Common case: Ad doesn’t spend too much and shows any results:

  • Check the campaign to make sure it has a full package of materials to run: Ads, Daily bidding, Content, etc.
  • Check the bidding strategy: If you ensure that the campaign is good to run, the issue must be the bidding that is too low or not suitable. You will need to change the bidding strategy to Maximize Conversion without target CPA to run it. Then, when it shows results > add a target CPA for the Campaign. If it doesn’t work, set a higher target CPA and check inside the campaign to make sure the target CPA for each Ad group or each Keyword is not too low.
  • There comes a time when Google doesn’t run our Display Ad campaign even though we have set the Maximize conversion strategy. The bidding is much more difficult when we run Display Ads. If you use that bidding for the campaign but it’s still not shown any result > Change it to Manual CPM > Set a high CPM such as $10 for 1000 views. At this time, please pay close attention to the campaign because it will cost a lot of money. We only use it for a period of time to “awake” Google about our Display campaign and when we find the money spent on it enough, we change it to our previous bidding strategy.

3.2. Ads copy best practice:

  • Add the “TM" or “R" (global customers care about this, if someone doesn’t, this trademark icon still draws their attention > lead to more clicks)
  • Capital the first letter in each headline, for example, Magestore Word’s #1 POS.
  • Add all the extensions needed to make ads more diverse
  • Path must relate to the main keyword
  • All materials should relate to users’ insights. For example, in the United States, Apparel is the majority of the US Magento market, we can use the Apparel theme as the image extension. There are a lot of directions to grow our ideas on users’ insights. Just make it the most relevant and consistent plan.
  • Use both Responsive search ad type and Expanded text ad. Responsive > GG automatically mixes contents > brings the ability to display more. Expanded > Fixed content > Use to test which content is the most effective.

Use GIF in Display Ads

The GIF catches audiences’ attention really well and we should use it as an image ad to run. The size of a GIF must be less than 150KB. Be aware of it and just make it simple. We can’t run a GIF that is bigger than this. There are a lot of policies of images allowed to use. Please make sure to check this before designing one.

Conclusion

That’s all for today. Thanks for reading and hope that you can find something valuable in this post! If you want to know more about Google Ads, you can direct message to me to ask or leave a question. If there is something needs to be fixed, please leave a comment to let me know. Thank you and goodbye!

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