Google Ads Guide 2022

Are you looking to set up a successful Google ads campaign?

Follow the checklist below to ensure all important steps are taken:

• Create an Account and Claim Your Free Credit

If you’re a new advertiser, you can claim a free £400 Google Ads credit by spending £400 in ad spend within 60 days of set-up. This is a great way to kickstart your campaign without spending a lot of money upfront.

• Conduct Keyword Research

When conducting keyword research, focus on buyer intent. For example, a user searching for “Plumbing problems Manchester” may be less likely to make an enquiry than a user searching for “Hire a plumber in Manchester.” Choose keywords that are relevant to your target audience and focus on their search intent.

• Set Up the Correct Campaign Structure

Make sure your campaign structure is set up correctly to target the right audience. Set your budget and ads settings in the campaigns section, and enter your keywords in the ad group.

• Set Your Daily Budget

Set a daily budget that makes sense for your business, and ensure that you select a sensible cost-per-click/daily budget ratio. Consider the keywords that are less likely to get clicked, and adjust your budget accordingly.

• Create Multiple Ads

Create multiple Google Ads, and choose responsive search ads as the default search campaign. Enter several headlines and descriptions for each keyword to allow Google Ads to test them all and determine which performs best.

• Select the Search Campaign Type

Choose the search campaign type (text ads on search results) only. These types of ads are most effective at targeting people searching for familiar goods and services with a high purchasing intent.

• A/B Test Your Ads

A/B test different variations of your ads and landing pages to understand your audience and segment them accordingly. Delete ads and keywords that do not perform well.

• Choose the Right Match Type

Choose the match type that is most suitable for your campaign. For example, you could choose exact match to display the ad only when the query is the exact same as the keyword, or you could opt for broad match to serve your ad whenever someone searches for a range of terms related to your keyword.

• Set a Maximum Cost-per-Click

Set a maximum cost-per-click (CPC), so that you know the most you’ll pay when someone clicks on your ad.

• Target Specific Locations

Target specific locations where you want your ads to be displayed.

• Use Manual CPC

Use manual CPC to have full control over the maximum cost-per-click (unless other bidding strategies make sense for your particular scenario).

• Clearly Display Your Price

Make sure your price is clearly displayed within the ad.

• Run Your Campaign Through Wordstream

Run your Google Ads campaign through Wordstream to get insightful analysis that will help you improve your campaign.

• Use Unique Selling Propositions and Emotion

Stand out from the crowd by using unique selling propositions (USPs) and emotion/problem-solving in your ad copy.

• Use Main Keywords in Your Ad Copy

Use your main keywords in both the headline and description of your ads.

• Set Up a Landing Page

Set up a landing page that will help you streamline the user into your sales funnel.

• Create a Negative Keyword List

Create a negative keyword list to avoid showing your ad to people searching for irrelevant terms. Add more negative keywords as you gain more insights about your ads.

• Create an Ad Schedule

Create an ad schedule, so that your ads are only shown at certain times of the day based on when your audience is most active.

• Use Call Out Extensions

Boost ad performance by employing Call Out Extensions (such as Free Shipping, 24/7 Customer Support). Add images to make the ad more visually