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  1. Gads account organization
    9 Topics
    1 Quiz
  2. Search ads
    36 Topics
    1 Quiz
  3. Display Ads
    16 Topics
    1 Quiz
  4. Video Ads
    17 Topics
    1 Quiz
  5. Analytics
    19 Topics
    1 Quiz
  6. GAds Optimization
    8 Topics
    1 Quiz
  7. Audience Manager
    8 Topics
    1 Quiz
  8. GAds tools and settings
    26 Topics
    1 Quiz
  9. Google Ads and Facebook
    9 Topics
    1 Quiz
Lesson 2, Topic 1
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Campaign creation

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What is a Google Ads Campaign?
Google Ads is a pay-per-click (PPC) system for advertising in the search engine results pages (SERPs) on Google. You can create Campaigns, which are used to organize groups of similar ads. Your Google Ads account can have one or many campaigns running at a time.
Each campaign then includes multiple ad groups, which house your keywords ad text, and landing pages. 

The advantage of structuring your Ads account with campaigns is that you can target different audiences (for better personalization), be more intentional with your bidding, and even run different tests without affecting your main campaigns. 
Reach goals: Search campaigns can help you get more sales, leads, or website traffic.
Highly relevant targeting: Target people actively searching for your specific products and services.
Easy setup: Ads are easy to create and don’t require special assets.

You’ll choose a campaign type based on your advertising objective, brand strategy, and how much time you’re able to invest.

Each campaign type has its own set of targeting and ads. For example, a Search campaign lets you place text ads on search results, whereas a Video campaign lets you advertise video ads on YouTube.

How to Create a Google Ads Campaign
1. Get a Google Ads account.
Before you can do anything, you’ll need to visit the Google Ads website and sign up for an account. 
As part of signing up for a Google Ads account, Google will automatically take you through the process of creating your first campaign, so be prepared with your financial information. Google takes its fee with each click, so your banking credentials are required during the setup process.

Note: There’s no need to worry about getting charged for ad spend as you get started with Google Ads and set up your first campaign. You can always turn it off once you get through the registration process.

2. Set your Campaign Goals.
The Google interface will prompt you to select a goal type from the following three options: 
Get more calls
Get more website sales or signups
Get more visits to your physical location
This goal will be tied to your advertising campaign, so you’ll want to choose the one that most closely represents the results you want to see.
3. Complete the “Describe your business” section.
Google will then prompt you to enter your business name and website as important information that “describes your business.” This information is used to help predict your audience and is also used for the actual ad’s creation.
4. Designate your geographic area.
In this section, you’ll designate where you want your ads to appear. This is particularly helpful for local businesses. 
At the same time, if you are an online shop, you may be less concerned about geographic constraints. It’s still not a bad idea to consider where, exactly, the majority of your audience lives. If you don’t know, you may want to back up a step and consider your buyer personas first. Why spend money advertising to people in the Midwest if the bulk of your customers live in the Northeast?
You can also reach other countries if your company serves international buyers. Just be sure you’re prepared for any of the buyers who come your way as a result of your ads. You might pay a lot of money for visitors who can’t make a purchase if you’re not careful.

5. Set up keyword themes. 
Google will determine different themes based on your website content. You can customize your keywords based on their suggestions as a jumping off point for your campaign. 
Keep in mind you’ll be competing against many other companies for the same audience when choosing keywords for which you want your ad to show up. Take some time to think of the keywords that will reach people who are ready to buy.
For instance, instead of using “luxury shoes” in your PPC ad, you can use keywords such as “red leather heels.” Maybe you’ll miss out on people who are looking for shoes of all types, but you’ll snag those who have a particular shoe in mind. They’ll be more likely to make a purchase if your ad leads to a landing page with red leather heels, and that will more than pay for their click.
You can also use negative keywords and save a lot of money on your clicks. These tell Google what you don’t want your ad to show up for. In other words, you can use keywords such as red leather heels, not stilettos.
6. Write your ad.
This is the most important aspect of your Google Ads education. The copy you use is what will convince potential buyers to click. You want to attract plenty of people, yes, but you also want those people to buy. If they don’t buy, you pay anyway. 
In this section, you’re setting up the headlines and meta descriptions for your first ad(s). Note that you can choose to set up multiple ads in a single campaign, though Google starts you off with one. 

For each add you create, you have three considerations: 
Destination URL
interface where you write your google ad
Start with a great headline that uses search terms that will reach your niche. Google splits the headline up into three sections of 30 characters each, so make each character count. You might even need to use abbreviations, or you can search for shorter synonyms.
After the headline, you get another 90 characters for the first description. Use this space to highlight any benefits. How will the product solve your buyers’ pains? Then, in the second description, you can capitalize on a feature.
Be ready to change these if you notice your ad isn’t gaining a lot of traction, and don’t be afraid to experiment.
Destination URL
This is where you can choose where clicks on your ad go to. Just choose the page you want them to land on and paste the URL in the field.
You can use these templates to plan out your Google Ads character count and preview what your ad will look like when finished. 
7. Set your ad budget. 
Here, you’ll be designating your daily budget. 
You want to include enough money to make a difference, but you really don’t want to break the bank. You can manually set the bids for clicks, which gives you more control. This also means your ads will stop showing once your budget is spent. That means you won’t end up with a shocker of a bill later.
Once you start to review the results from your campaign, you can always adjust the budget.
8. Complete the “Budget and review” section. 
In this section, you’ll be reviewing your campaign settings. It’s best to double check each of the following: 
Your daily budget
Your monthly budget
The impressions you’ll get for that budget
The clicks you should expect based on the impressions
The location you’re targeting
9. Double check your double check.
It’s always a good idea to check over everything one more time before you set your ad in motion. Is everything spelled correctly? You’ll miss out on keyword searches if there’s a typo in one of them. When you’re sure you did everything correctly, then take a deep breath and move on to the next step.
10. Set up billing.
Because Google charges per click, it needs the payment information during the Google Ads account setup. By providing your payment information, you’re giving Google the ability to charge accrued advertising costs from your campaign.
11. Hit Submit. 
By doing so, you’ve set up your first Google Ads campaign.
Advanced Google Audience Targeting
You can use all the general targeting options: keyword, interests, location, demographics, etc., and also take advantage of some of Google’s advanced audience features, including:

Affinity Audiences – These audiences are based on topics of interest. As users surf and engage with pages around the web, Google stores that information and uses it to build a profile. Then, ads can be tailored to fit their interests. 

Custom Affinity Audiences – Same concept here, but this option allows advertisers to give Google a list of keywords or websites relevant to your audience, and Google will create a theme or category for you.
In-Market Audiences – This targeting is aimed at reaching consumers who are getting ready to make a purchase, based on an analysis of intent signals such as recent search queries and website browsing activity. It differs from affinity audiences because rather than focusing on someone who regularly researches a certain topic, it pulls information from those who take a sudden interest in a specific topic, signaling an intent to buy.

Life Event Targeting – This method gives advertisers a way to target users just before or after certain big life events take place. Note that this targeting is only available for video and Gmail ads. As of now, those events include:
Graduating from college
Getting married

Remarketing Audiences – Remarketing allows you to target people who have already visited or taken action on your site

Similar Audiences – These are audiences similar to those who have previously visited your site or converted, determined by online browsing history.

By layering the outdoor enthusiast affinity audience to your broad keyword targeting campaign, you’ll make sure your ads are only seen by people who have demonstrated a qualified interest in your service and/or product(s).
Google’s audience solutions allow you to create audience lists based on a multitude of signals, then layer those audience lists onto your ad groups. This allows you to then condition your bids, creatives, and keywords based on different audience insights.