Introduction to Search Campaigns
A Google Ads search campaign allows marketers to capture intent-driven users by showing ads when potential customers search for relevant keywords. Whether you want to drive sales, capture leads, or boost website traffic, search campaigns are a powerful way to connect with your audience at the moment they’re searching for products or services. This guide will walk you through the essential steps for setting up a successful search campaign, from defining conversion goals to creating effective ad copy and tracking performance.
Step 1: Choose the Right Conversion Goals
Choosing the right conversion goals is essential to track the success of your campaign. A conversion is any desired action you want users to take. Examples include:
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Purchase
A user buys a product from your e-commerce store.
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Add to Cart
A user adds an item to their shopping cart.
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Sign-Ups
Users subscribe to your newsletter or service.
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Form Fills
Potential leads submit contact forms.
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Calls and Messages
Direct communication via phone or chat with your business.
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App Installs
Users download or engage with your app.
To ensure your campaign’s objectives align with your marketing goals, clearly define what counts as a conversion and ensure you have the infrastructure (like proper tracking) to monitor those actions.
Step 2: Define Your Campaign Objective
Next, you’ll choose the campaign objective that aligns with your business goals:
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Sales
If your goal is to drive sales online, in-app, by phone, or in-store, this objective helps you optimize for transactions.
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Leads
Designed to encourage users to take action, such as submitting a form or signing up for a service.
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Website Traffic
Increases the number of visits to your website, helping you drive awareness.
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App Promotion
Focuses on generating installs or engagement for your mobile app.
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Awareness and Consideration
Aims to build brand recognition by showing your ads to a broader audience.
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Local Store Visits and Promotions
Encourages foot traffic to brick-and-mortar stores or local promotions.
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Custom Campaign
Offers flexibility when you want to build a campaign without a predefined objective.
Step 3: Conduct Keyword Research
Keyword research is the foundation of a successful search campaign. Choose the right keywords to serve ads to relevant users, exclude irrelevant searches and optimally utilize your budget.
Use Google Keyword Planner to discover relevant keywords. Use the tool to identify keywords with high search volume and low competition. Discover new keywords related to your main terms to expand your reach.
Group Keywords into thematic groups for better ad relevance and quality. Good examples of that are grouping by product or service type and the stages of the buying process.
Implement Negative Keywords because they filter out irrelevant traffic, preventing budget waste.
Step 4: Choose the Right Bidding Strategy
Selecting the right bidding strategy depends on your conversion goals and available budget. Here are four popular options:
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Maximize Clicks
A good option if your goal is to drive traffic to your site.
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Target CPA (Cost per Acquisition)
If you want to control how much you’re willing to spend per conversion, this strategy helps ensure you stay within your budget while optimizing for conversions.
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Maximize Conversions
This strategy automatically sets your bids to generate the most conversions within your budget.
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Target ROAS (Return on Ad Spend)
Optimizes your bids based on the return you want from your ad spend (useful for e-commerce businesses).
Step 5: Audience and Location Targeting
Audience targeting allows you to show ads to people based on specific characteristics. Use demographic targeting (age, gender, income), geographic targeting (location), and audience segmentation to tailor your ads to different customer profiles.
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Remarketing
Show ads to users who have previously visited your site.
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Exclusion Targeting
Use this to exclude certain demographics or locations where your ads may not perform well.
Step 6: Craft Effective Ad Copy
Your ad copy needs to be concise, compelling, and relevant to the search query. Here’s a breakdown of each component:
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Headlines
Include engaging, keyword-rich headlines that grab attention. You can write up to 3 headlines, and Google will test different combinations to find what works best.
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Descriptions
Provide more detail about your offer and include a call-to-action (CTA) like “Shop Now” or “Learn More.”
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Site Links
Add extra links to direct users to other relevant pages on your site, such as product categories or promotions.
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Callouts
Highlight specific selling points such as “Free Shipping” or “10% Off.”
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URLs
Ensure your display URL is relevant and enhances the ad’s overall message.
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Assets
Use rich media assets like images or videos when applicable to make your ads more dynamic.
Step 7: Create and Optimize Landing Pages
Once users click on your ad, they should land on a highly relevant and well-optimized page. A strong landing page can greatly improve your conversion rates. Key elements include:
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Relevance
Ensure the landing page closely matches the content of your ad.
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User Experience (UX)
The page should load quickly and be easy to navigate, especially on mobile.
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Quality and Ad Strength
A relevant landing page improves your ad strength, which boosts your Quality Score—a factor that affects how often your ad is shown and its cost per click.
Step 8: Set Up Conversion Tracking
To understand how your campaign is performing, you need to track conversions. Here’s how:
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Conversion Tracking
Set up tracking through Google Ads by placing a conversion tag on your website, such as on the “thank you” page after a purchase.
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Metrics to Monitor
Key performance metrics include Click-Through Rate (CTR), Conversion Rate, and Cost per Conversion (CPC).
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Analyze and Optimize
Regularly review performance data and optimize your bids, keywords, and ads based on what’s driving the most value.
Conclusion
Creating a successful search campaign on Google Ads requires careful planning and optimization. From defining the right conversion goals to crafting compelling ad copy and optimizing landing pages, each step plays a critical role in ensuring that your campaign drives the desired results. Keep testing and refining your strategy to maximize your ROI.