Google Ads are a powerful tool for businesses of all types, helping to drive traffic, increase visibility, and boost sales. This guide, "How to Set Up a Google Ads Account," is designed to walk you through the steps to create your own Google Ads account so you can effectively use this advertising platform. We’ll show you how to navigate the setup process, optimize your account for success, and begin crafting impactful ad campaigns.
But before we dive in, make sure you have an active Gmail or Google account!
What is a Google Ads Account?
Advertising on Google Ads enables businesses to effectively connect with customers using customized paid search and display ads to increase visibility and interaction. By customizing campaigns according to demographics and preferences of the target audience, businesses can guarantee that their messaging reaches people at the right moment. This targeted approach improves brand recognition and generates valuable sales leads. Whether you're a major retailer investing $50 million annually in advertising or a local electrician looking to grow your business, Google Ads can be instrumental in achieving your objectives. However, it’s not all sunshine and roses, because without a solid strategy, Google Ads can quickly become costly.
Step-by-Step Guide to Creating a Google Ads Account
This is the place to be if you’re asking yourself, “How do I advertise on Google?” Let’s get rolling so you can start growing your business and reach your target audience with this powerhouse ad platform!
Create a Google Account
Setting up a Google Ads Account is simple and necessary because it gives you access to a range of tools that are important. Start by visiting the sign up page where you have the option to either make a Gmail account or sign up using an email you already have; just make sure that any notifications go to an inbox that you regularly check and manage.
For businesses, it's beneficial to establish an "admin Gmail or Google account" that can be consistently used across various Google properties, such as Google Analytics 4 (GA4), Google Search Console, and Google Tag Manager. It's important to catalog the email address and password used, as Google's stringent recovery protocols can make account retrieval challenging if credentials are misplaced.
Setting Up Billing Information and Preferences
Setting up billing information and preferences for your Google Ads account requires careful attention to detail. Make sure you choose the correct currency, time zone, and payment options because this ensures seamless transactions.
It's also very important that the business name you enter matches the business you intend to market, as Google strictly enforces policies against advertising for other businesses, which could result in your account being banned. This is particularly challenging for businesses operating under a DBA, where discrepancies like "Bill’s Holding Company" vs. "Bill’s Fries and Food" can confuse Google's automated verification system, and it may result in the pause of your account until it’s resolved with a Google Support Specialist – a process that can (unfortunately) take weeks.
Switching to Expert Mode in Google Ads
Switching to Expert Mode in Google Ads provides a more robust set of tools and features than Smart Mode.
Expert Mode gives you greater control over campaign settings, detailed reporting, and the ability to implement advanced strategies, making it ideal for experienced advertisers looking to optimize performance.
Smart Mode is designed for beginners, providing ease of use with automated settings and simpler management. It lacks the in-depth customization and comprehensive analytics that experts want. While Smart Mode's automation can save time and reduce complexity, its limited control and reporting can frustrate those who prefer a hands-on approach.
Keep in mind that Expert Mode does require more time and expertise to manage but rewards users with the ability to tailor campaigns precisely to their needs.
Linking Google Ads to Google Analytics (GA4) and Other Platforms
Having a Google Ads link to GA4 provides a robust framework for your advertising strategy, allowing you to import conversion events and create custom audiences directly from GA4.
You can view Google Ads data within GA4, eliminating the need to toggle between platforms for comprehensive data analysis. To link Google Ads to GA4, go to the "Admin" section in GA4, select "Google Ads Links," and follow the prompts to connect your account, ensuring accurate data flow and improved tracking.
Beyond GA4, Google Ads can be linked with other platforms like Google Search Console, Google Tag Manager, and various CRM systems as well.
Launching Your First Google Ads Campaign
Launching your first Google Ads campaign requires a clear understanding of the platform's hierarchical structure. At the top level is the Account, the central hub for all your advertising activities. Within the Account, you create Campaigns, each designed to achieve specific marketing goals. Campaigns are divided into Ad Groups, enabling you to organize ads around similar themes or product categories, for precise targeting. Finally, Ads are created within each Ad Group to engage your target audience with compelling messaging and calls to action.
How to Select the Right Google Ads Campaign Type
Google Ads provides a variety of campaign types, each tailored to different use cases, targets, and mediums. By understanding the strengths and focus of each campaign type, you can effectively choose one that best fits your business goals and maximizes your advertising impact.
- Performance Max Campaigns: Use Google AI to optimize across all ad channels. Increase conversions with real-time audience insights.
- Search Campaigns: Text ads in search results, targeting people actively searching for products/services.
- Display Campaigns: Visually engaging ads on websites/apps for brand awareness or lead generation.
- Video Campaigns: Video ads on YouTube for brand awareness, conversions, or lead generation.
- App Campaigns: Promote apps across Search, Play, and YouTube.
- Smart Campaigns: Automated campaigns optimized by Google AI.
- Shopping Campaigns: Product listings promoting retail inventory.
Setting Campaign Objectives
Setting campaign objectives in Google Ads is an important step. By clearly defining goals such as lead generation, brand awareness, or website traffic, your campaign will be structured to achieve specific outcomes. Google Ads has a range of campaign objective selections that align with these goals, allowing you to tailor your approach. For instance, selecting a lead generation objective focuses on capturing potential customer information, while a brand awareness campaign aims to increase visibility and recognition.
Similarly, a website traffic objective is designed to drive more visitors to your site. Understanding these objectives and their alignment with campaign settings helps in deploying a more targeted and successful advertising initiative.
Keyword Research and Ad Groups
Keyword research is a crucial component of Google Ads campaigns because it directly influences ad targeting and budget efficiency. Without thorough keyword research, you risk wasting your budget on irrelevant clicks that don't convert. Utilizing tools like Google Keyword Planner allows advertisers to discover relevant keywords and estimate their performance, helping to refine targeting strategies. This tool provides insights into search volume, competition, and bid estimates, enabling informed decision-making. Once a comprehensive list of keywords is generated, organizing them into ad groups based on themes or product categories is essential. This organization improves ad relevance and targeting precision.
Budgeting and Bidding
To convert a monthly budget to a daily budget, use the following formula:
Daily budget = monthly budget / 30.4, considering the average number of days per month. Although businesses typically allocate a monthly budget, Google Ads requires a daily budget setup for precise spending control.
When it comes to bidding, advertisers have two main options: manual and automated (smart bidding). Manual bidding provides greater control and flexibility, allowing you to adjust bids based on specific criteria and insights. However, it requires more time and expertise to manage effectively.
Conversely, automated bidding leverages machine learning to optimize bids automatically. While this can improve efficiency and performance through data-driven decisions, it may provide less control over individual bid adjustments. It’s important to understand these differences because it can help advertisers choose the best approach to align with their campaign goals.
Managing and Optimizing Your Google Ads Account
Now that your account and first campaign are live, the fun has just begun! Campaign optimization is how you will improve the performance of your account over time. The goal is to drive optimal results while minimizing budget expenditure.
Key strategies include the following:
- Analyzing performance data to gain insights,
- Adjusting bids to improve competitiveness,
- Refining keywords to ensure relevance,
- And testing different ad creatives to identify the most effective messaging.
Regular monitoring and adjustments are vital to adapt to evolving market conditions and shifting audience behaviors. By continuously optimizing your campaigns, you can enhance efficiency and effectiveness, driving your desired outcomes with the least financial investment.
Alleviate the Headache and Find A Google Ads Expert
Sounds like too much? For those looking to streamline the process and maximize their advertising efforts, partnering with a Google Ads agency/PPC management services company can be what determines success or failure.
At Americaneagle.com, our team specializes in paid search management services and specifically, Google Ads creation, maintenance, and optimization. We offer the expertise needed to effectively manage campaigns and drive the best results. By leveraging our knowledge, you can focus on what you do best, while ensuring your advertising strategies are in capable hands.
Contact us and check out some of our paid search management services!
