How to Access Google Keyword Planner

  Guide to Google Ads: How to run your first Google Ads campaign

Do you plan on selling your service or goods via Google AdWords, but have no idea how to begin? No issue. Sven Scheuerle teaches step by step how to build your first campaign and reach your target audience with Google Ads.

Have you ever wondered why only huge stores show in the initial searches on Google? Especially when you are seeking for products to buy online. This is simply because these firms frequently have adverts on Google.

Specifically, this is the Google Ads service , through which so-called Ads - i.e. adverts - can be put in a certain search query or keywords. Until 2018, this service was named Google AdWords , hence the phrases "Google Ads" and "Google AdWords" are commonly used interchangeably.

For example, a Google ad appears like this in search results: 

How you may utilize it all for your own e-shop or service, I would like to explain to you in very easy stages in this post. Because the primary advantage of advertising on Google is that you can quickly publish your offer on the search results pages (SERPs).

What are Google Ads anyway?

As you may already know, you have two strategies to appear in the top ranking in Google search results. When we talk about top ranking, it typically refers to the first page of search results.

On the one hand, you may utilize organic optimization, i.e. conventional search engine optimization (SEO), which comprises OnPage optimization and OffPage optimization .

The second approach is search engine advertising (SEA), which allows you to rank in search results for certain keywords.

Search engine advertising is paid per click. Important: The so-called CPC (cost per click) number may vary by keyword. You may acquire a decent picture of the approximate price, for example, through keyword research and also in the keyword planner of Google AdWords. More on it in a moment.

2 stages to the first Google Ads campaign

You may establish your first Google Ads campaign in two steps. I will show you what settings you need to make in the individual setups in the following instances. 

1. Searching for keywords

Before launching a Google Ads campaign, you should undertake a complete keyword study . You may do this either directly using the term planner in Google AdWords, or of course with another tool like Ubersuggest . 

In the first phase, keyword research is largely utilized to uncover terms that are being searched for by the target audience. And to find out how big the competition is and how high the CPCs are. Of course, you can always redo the keyword research later and add or delete important keywords. In addition, during the campaign, you will observe precisely how and in which form users search for your keywords. 

To use the Keyword Planner in Google Ads, click on " Keyword Planner " under " Tools & Settings ". 

In the following summary, click on " Discover new keywords " to obtain general information about the term. 

Of course, you may also insert other relevant keywords here. Then click on " View Results ". In the following overview, you will then obtain the results for the previously provided keyword. Here you will obtain all the keywords that are similarly connected to your keywords (eg Long Tail Keywords, Synonyms etc.)

On the right, under the "Optimize keywords" column, you may filter your keyword search. 

In the separate columns, you can see, among other things , the approximate monthly search , the competitiveness and the cheaper and more costly cost per click in the area. You may incorporate it straight here in a new or current campaign by checking the relevant keyword. 

I strongly propose that you don't simply rely on Keyword Planner, but also constantly utilize another keyword tool in tandem. Unfortunately, Keyword Planner only delivers erroneous data for some results, such as search volume, and is relatively difficult for novices to utilize.  

Alternatively, you may undertake keyword research using a programme like Ubersuggest, which delivers considerably clearer results. 

As you can see, a keyword tool like Ubersuggest delivers clearer results at first sight, which is easier to work with and better in the beginning. Here also you can see your primary keyword and other similar keywords. In addition , current trend , search volume , cost per click (CPC) , paid advertising competition (PD) and degree of organic search competition (SD). The greater the value, the more difficult it is.

So you receive a basic glimpse of the keywords you may employ in Google Ads. The more accurate and lengthier the keyword, the cheaper the CPC – and the smaller the search volume. 

For example, if you only provide beds in 70 x 140 dimensions (keyword: cot 70x140) or if you want to advertise this category from your e-shop, you should start your campaign with this keyword. Competing with the competition on the most sought keyword "baby bed" would be too general and you would be wasting a lot of money. 

2. Creating a campaign

Once you've done your keyword research, the following step is to establish campaigns. 

Click on " Campaign " and then click on the " + " sign to create a " New Campaign ". 

In the following summary, you will next have to pick a campaign objective. The have a range of options:

Sales: Achieve sales or conversions / Reach clients who decide to buy 

Leads: Get relevant users who are interested in a given product or service to action (conversion) 

Website traffic : Get potential clients to visit your website.

Product and Brand Purchase Willingness: Encourage customers to ask about your product or service

Brand Awareness and Outreach : Increase brand, service, product, company awareness

In-App Advertising : Increase app installations and interactions

Visits and promotion of local shops : Increase traffic to local stores

Create a campaign without a goal : Others

In this scenario, we want to make sure that we sell our goods (baby crib). Therefore, we shall pick “ Sales ” here.

Click on the relevant campaign target to enter another window where you can now define the campaign type. 

Search Display Shopping Video Smart Discovery

We pick "Search" - that is, the text message in the search results - and click on " next ". You will then be able to enter your campaign settings. (See the Google Help Center for details on when you should pick which goals and what style of ad is acceptable .)

General campaign settings

In the general settings, you input the name of the campaign and pick the suitable advertising network. To get started with Google Ads, you should first start with the search network. 

Focus and target groups

In the targeting and target groups settings, you define the area and languages ​​in which you wish to play Google Ads. If you wish to acquire a Czech target group for yourself, pick "Czech Republic" in the location area and "Czech" as the language.

Budget and offer

You may set your daily budget under your budget and bids settings. Start here from the beginning with a decent amount to try it out first. 

In the "menus" area, you may specify what you wish to focus on. Here, for example, you can pick between a conversion or a click-through. We want to improve our campaign for conversions since we mainly want to produce visitors who take the right action – in our instance, a purchase. You don't need to set a CPA objective right from the start. You can deal with this when you come to other bidding tactics. 

Group settings

In the group settings area, you now have the opportunity to create distinct keyword groups. In other words, if you utilize distinct terms, it makes logical sense to assign them to separate groups as well. 

If you don't want to enter keywords manually, you may utilize a URL or a Google Ads product or service to produce a series of intriguing keywords.

For example, I submitted "cots" as a product. You will then receive a series of relevant keywords that you should evaluate or test. For example, you may also input a competitor's URL here, and AdWords will also supply you with all the relevant keywords for that URL. Or you may just insert the keywords that you already established through keyword research. 

In our instance, for example, it would be good to allocate the phrases "cot, "cradle" etc. to separate groups. 

Create an ad

In the "Create an ad" box, you now add the Google Ads texts, which will thereafter be presented with the search results. You may also build numerous or additional ads for the ad group under " Create another ad ".

Display new text

Here you have the choice to finalize the advertising. On the left you may fill in the goods and on the right you will see a preview of the loading on your computer and smartphone. 

In addition to the URL you submit here that your visitors will be referred to when they click on a Google Ad, you'll also enter a title and descriptions for the app. AdWords has a word restriction for each line. So you must strive to provide the most vital facts within the google ad. 

Check

Below you will get an overview of the Google Ads campaign. For example, a start and finish date, a campaign budget or even a bidding strategy. The campaign will then be published using the “ Publish ” button. 

Google Ads Conversion Tracking

If you want to measure if and how many conversions (sales) you have accomplished with Google advertising, you must now add a so-called Conversion Event on your website. 

Create an action

In our case, we want to track the conversion on the website, thus we pick " Website " in the following view.  

The next step is to set up conversion measurement. In the "Category" area, you must choose the action you want to pursue. In our case, this is the selling of a product. 

In addition, you specify a name for the conversion here, for example "Thank you page". In the "Value" area you may set the value for the conversion. If you earn €15 per sale, you enter "15" here. This will allow you to see immediately in the statistics how much revenue you have produced with this campaign.

In the payment method area, you may indicate how conversions should be calculated. For sales, you should pick "All" here so that each purchase is logged. 

Arrange a tag

For tracking to operate effectively, you must first install a generic tag. To achieve this, you may either copy the script and manually incorporate it into your site, or use Google Tag Manager if you already use it. 

Clicking "Insert tags yourself" will show the following views. Here you may copy the script simply by clicking " Download Snippet ". Then you need to add this script in the header source code. This works well with the Insert Headers and Footers plugin, for example . 

To effectively monitor a conversion or purchase, you must now embed the "Sales Event" you previously established in Google Ads on the relevant page, such as the Thank You page. We'll leave the settings as they are, as the event should trigger as soon as the page is loaded. You may also copy the sample event simply by clicking " Download Snippet ". 

However, you may only put this piece on the thank you page. For this reason, you may also utilize the aforementioned plugin and make the relevant parameters.

GDPR and Google Ads

As you presumably already know and have read multiple times, there is a lot of talk concerning the General Data Protection Regulation (GDPR). This implies that you should of course take into account the current regulations and standards for tracking Google Ads campaigns. 

What do I mean? In general, you may only do tracking if visitors have provided their approval in advance via the matching cookie banner. For example, you may use a cookie plugin like Borlabs Cookie, which I've already discussed here . 

In this scenario, you just attach the necessary cookie for the Google Ads script and put the code below. You may also utilize meta boxes to embed an event script on a relevant page (for example, a thank you page) so that the event is only activated when someone accepts cookies. 

Conclusion

Google Ads is a terrific method to swiftly and easily promote items or services in Google search results. In today's article, I've utilized simple features to teach you how to build your first left-back campaign.

But the fact is that Google AdWords actually does offer various and extensive capabilities for constructing campaigns that I have purposefully left out here. So, if you decide as a newbie to market your own first Google Ads campaign, I propose that you spend a longer time with advertising on Google. Start with a minimal budget and then steadily expand it. The same applies here as with Facebook advertisements - you have to test, test, test! It is crucial that you comprehend how Google Ads works, else you will be throwing a lot of money out the window. 

I wish you the best of luck in developing your first Google Ads campaigns and maximum success!