Want to run Google Ads, but don't know where to start?

We can help you find the right tactic for your business with Google Ads. A discovery process is needed to know what kind of campaign you want, what is your target, what is your budget etc.

So, first, Google Ads can be the following type of content:

Search Campaign – bidding on select/relevant keywords, ads appearing on Google search results and on other search partner sites.
Display Campaign – mainly images/banners (“The Google Display Network can help you reach people while they’re browsing their favorite websites, showing a friend a YouTube video, checking their Gmail account, or using mobile devices and apps.”)
Video Campaign -video campaigns let you show video ads on their own or within other streaming video content on YouTube and across the Google Display Network
Shopping Campaign – Also appearing on Google’s search results, on Shopping tab but have a more visual format (showcasing select products). This works only with sending product data to Google Merchant Center, which probably would need some extra work/time to set it up
App Campaign – promoting mobile applications – I am 100% this is not the case for this client
Re-targeting Campaign – This can also be set via Google Ads and is a way to advertise to users who have previously interacted with you online but have not yet converted. Tracking cookies will follow users around the web and target these users with your ads, showing display ads on other websites. This isn’t as expensive feature (at least in theory) and it is often used within new accounts.

When setting up campaigns, you can choose goals (or you can choose not to). Goals include:

Sales
Leads
Website traffic
Product & brand consideration
Brand Awareness & reach
App promotion

If you choose to have a Search Campaign, a few things need to happen in order to track success;

Keyword research, keyword list – bidding with relevant keywords, well-performing keywords (keyword’s which have a decent search volume)
Setting up an account, setting up campaigns, setting up ad groups within campaigns, setting up ads within ad groups, setting up conversion tracking
Ad optimizations, account supervision, modifications

Ideally, it is recommended to have landing pages for some ad groups and ads, which can help on the optimization score. A good optimization score helps on a lower cost per click or cost per conversion in comparison with and ad group with a lower quality score.

If your starting a brand new Google Ads account, Google’s algorithms have a learning period, in which the ads might not work or not perform at the same level. (“Google Ads, you should expect delivery and efficiency to go down throughout the learning period.”)