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Google ads set up
Google Ads Setup
Goal definition
Define primary campaign goals: sales, leads, website traffic, brand awareness, or store visits.
Map goals to measurable KPIs: conversions, conversion rate, cost per acquisition (CPA), return on ad spend (ROAS), click-through rate (CTR), impressions.
Account structure
Use a clear hierarchy: Account > Campaign > Ad Group > Ads/Keywords.
One campaign per goal or major product/service category.
Separate search, display, shopping, and video campaigns.
Segment by geography, language, or device when performance differs.
Campaign settings
Campaign type: Search for intent-driven queries, Display for awareness, Performance Max for broad reach, Video for storytelling, Shopping for e-commerce.
Networks: Opt out of Display Network on Search campaigns for tighter control unless testing.
Locations: Target by country/region/city and exclude irrelevant areas.
Languages: Match target audience language.
Budget: Set daily budgets aligned with monthly spend and goal CPA. Use shared budgets for multiple campaigns if appropriate.
Bid strategy: Start with Manual CPC for control or Maximize Conversions/Target CPA/Target ROAS once enough conversion data exists (recommended: 15–30 conversions in last 30 days for automated bidding).
Ad schedule: Run ads during peak performance hours; use ad schedule adjustments for high/low times.
Conversion tracking
Set up Google Ads conversion tracking and import from Google Analytics or use Google Tag Manager.
Track key conversions: purchases, lead forms, phone calls, store visits.
Configure value tracking for revenue-based bidding.
Use Enhanced Conversions for improved accuracy.
Verify conversion actions and attribution model (data-driven recommended if enough data).
Keywords & targeting
Keyword research: Use Keyword Planner, search terms report, competitor analysis.
Match types: Use a mix—Exact and Phrase for control, Broad Match with Smart Bidding for discovery (with negative keywords).
Negative keywords: Maintain shared negative keyword lists to prevent wasted spend.
Long-tail keywords: Target high-intent, lower-cost queries.
Audience targeting: Remarketing, Similar Audiences, In-market, Custom Intent, Customer Match.
Ad creatives
Responsive Search Ads (RSA): Provide multiple headlines and descriptions; include top keywords and unique selling points.
Expanded Text Ads (if still supported for legacy): keep headlines and descriptions optimized.
Callouts, sitelinks, structured snippets: Use to increase ad real estate and highlight offers.
Ad extensions: Call, location, price, lead form, image extensions where relevant.
Ad copy tips: Clear value proposition, strong CTA, include promotions, use local language/tone.
Landing pages
Match ad intent and keywords; maintain message and visual consistency.
Fast load times, mobile-first design.
Clear conversion path: visible CTA, simple forms, trust signals (reviews, guarantees).
Use dynamic text insertion sparingly and responsibly.
A/B test headlines, CTAs, form length, and layout.
Bidding & budget optimization
Use Smart Bidding strategies once conversion volume supports it.
Set target CPA/ROAS based on historical performance and margins.
Use portfolio bidding strategies for similar campaigns.
Monitor impression share and adjust bids for top-performing locations/devices.
Measurement & reporting
Set up dashboards in Google Ads and Google Analytics (or GA4).
Track metrics: conversions, conversion value, CPA, ROAS, CTR, quality score, impression share.
Weekly performance checks and monthly deep-dive reports.
Use experiments to test bidding, creatives, and landing pages (Google Ads experiments or drafts).
Quality score & optimization
Optimize for higher Quality Score: relevant keywords, tightly themed ad groups, compelling ad copy, and optimized landing pages.
Monitor expected CTR, ad relevance, and landing page experience.
Automation & rules
Use automated rules for budget pacing, pausing low-performing ads, or enabling promotions.
Use scripts for advanced automation and reporting if needed.
Consider Performance Max for broad automation but monitor asset performance and exclusions.
Policies & compliance
Ensure ads meet Google Ads policies (content, trademarks, destination requirements).
Verify claim substantiation for promotions and offers.
Comply with location-specific rules (e.g., regulated products).
Launch checklist
Goals and KPIs defined.
Conversion tracking verified.
Campaign structure and settings configured.
Keywords and negative lists uploaded.
Ads and extensions added.
Landing pages tested (mobile and desktop).
Budget and bidding set.
Analytics linked and reporting dashboards ready.
QA test: click through ads, confirm tracking fires, check final URLs.
Ongoing optimization cadence
Daily: Monitor spend, major issues, and broken URLs.
Weekly: Review search terms, negative keywords, bids, and budgets. Refresh creatives as needed.
Monthly
Google Ads Setup
Goal definition
Define primary campaign goals: sales, leads, website traffic, brand awareness, or store visits.
Map goals to measurable KPIs: conversions, conversion rate, cost per acquisition (CPA), return on ad spend (ROAS), click-through rate (CTR), impressions.
Account structure
Use a clear hierarchy: Account > Campaign > Ad Group > Ads/Keywords.
One campaign per goal or major product/service category.
Separate search, display, shopping, and video campaigns.
Segment by geography, language, or device when performance differs.
Campaign settings
Campaign type: Search for intent-driven queries, Display for awareness, Performance Max for broad reach, Video for storytelling, Shopping for e-commerce.
Networks: Opt out of Display Network on Search campaigns for tighter control unless testing.
Locations: Target by country/region/city and exclude irrelevant areas.
Languages: Match target audience language.
Budget: Set daily budgets aligned with monthly spend and goal CPA. Use shared budgets for multiple campaigns if appropriate.
Bid strategy: Start with Manual CPC for control or Maximize Conversions/Target CPA/Target ROAS once enough conversion data exists (recommended: 15–30 conversions in last 30 days for automated bidding).
Ad schedule: Run ads during peak performance hours; use ad schedule adjustments for high/low times.
Conversion tracking
Set up Google Ads conversion tracking and import from Google Analytics or use Google Tag Manager.
Track key conversions: purchases, lead forms, phone calls, store visits.
Configure value tracking for revenue-based bidding.
Use Enhanced Conversions for improved accuracy.
Verify conversion actions and attribution model (data-driven recommended if enough data).
Keywords & targeting
Keyword research: Use Keyword Planner, search terms report, competitor analysis.
Match types: Use a mix—Exact and Phrase for control, Broad Match with Smart Bidding for discovery (with negative keywords).
Negative keywords: Maintain shared negative keyword lists to prevent wasted spend.
Long-tail keywords: Target high-intent, lower-cost queries.
Audience targeting: Remarketing, Similar Audiences, In-market, Custom Intent, Customer Match.
Ad creatives
Responsive Search Ads (RSA): Provide multiple headlines and descriptions; include top keywords and unique selling points.
Expanded Text Ads (if still supported for legacy): keep headlines and descriptions optimized.
Callouts, sitelinks, structured snippets: Use to increase ad real estate and highlight offers.
Ad extensions: Call, location, price, lead form, image extensions where relevant.
Ad copy tips: Clear value proposition, strong CTA, include promotions, use local language/tone.
Landing pages
Match ad intent and keywords; maintain message and visual consistency.
Fast load times, mobile-first design.
Clear conversion path: visible CTA, simple forms, trust signals (reviews, guarantees).
Use dynamic text insertion sparingly and responsibly.
A/B test headlines, CTAs, form length, and layout.
Bidding & budget optimization
Use Smart Bidding strategies once conversion volume supports it.
Set target CPA/ROAS based on historical performance and margins.
Use portfolio bidding strategies for similar campaigns.
Monitor impression share and adjust bids for top-performing locations/devices.
Measurement & reporting
Set up dashboards in Google Ads and Google Analytics (or GA4).
Track metrics: conversions, conversion value, CPA, ROAS, CTR, quality score, impression share.
Weekly performance checks and monthly deep-dive reports.
Use experiments to test bidding, creatives, and landing pages (Google Ads experiments or drafts).
Quality score & optimization
Optimize for higher Quality Score: relevant keywords, tightly themed ad groups, compelling ad copy, and optimized landing pages.
Monitor expected CTR, ad relevance, and landing page experience.
Automation & rules
Use automated rules for budget pacing, pausing low-performing ads, or enabling promotions.
Use scripts for advanced automation and reporting if needed.
Consider Performance Max for broad automation but monitor asset performance and exclusions.
Policies & compliance
Ensure ads meet Google Ads policies (content, trademarks, destination requirements).
Verify claim substantiation for promotions and offers.
Comply with location-specific rules (e.g., regulated products).
Launch checklist
Goals and KPIs defined.
Conversion tracking verified.
Campaign structure and settings configured.
Keywords and negative lists uploaded.
Ads and extensions added.
Landing pages tested (mobile and desktop).
Budget and bidding set.
Analytics linked and reporting dashboards ready.
QA test: click through ads, confirm tracking fires, check final URLs.
Ongoing optimization cadence
Daily: Monitor spend, major issues, and broken URLs.
Weekly: Review search terms, negative keywords, bids, and budgets. Refresh creatives as needed.
Monthly