The Ultimate Guide to Google Ads 2022

There is a reason why the phrase "Google it" has ingrained itself into languages all around the world. Google has evolved from a search engine to a knowledge source. Users swarm to the website daily to do more than 4 billion searches for goods, services, information, and so much more, making it an essential channel for advertising worldwide.

You probably also discovered us there. Welcome to the Ultimate Google Ads Guide 2022, a comprehensive guide on how to use Google Ads (formerly known as AdWords).

Beginning with Google Ads

Let us move on to the exciting part, which is campaign creation, since setting up your Google Ads account is simple and user-friendly.

During the early phases of a campaign, many decisions must be taken, including those on the campaign's goal, budget, and bid strategy. Additionally, you may employ innovative and in-depth targeting to connect with the audience that is most useful to you thanks to Google's rich user data.

You only need to add a name for your account (which only you will see), billing information, a payment method, and your time zone to create it.

What is the purpose of my campaign?

Any campaign's goal should always be to increase return on advertising spend (ROAS), whether it comes through an online store on your website, phone calls or leads that were converted as a result of your content, or indirectly by raising brand awareness to encourage future sales (usually via YouTube Ads and Display Ads).

What should I budget?

The best suggestion we can provide a new advertiser is to begin with a lower daily budget in the first month, anywhere from £5 to £20 per day, depending on how competitive the market is. This will give you the first information you need to optimize the account while it is still young, but not so much that you become overwhelmed and do not know where to begin.

Google Ads campaign structure and best practices

Ingredients for search advertising success

• 1 campaign, at a minimum. Create campaigns out of the services. For instance, a law practice could desire a campaign for each area, such as personal injury, wills, and family law. Extensions, venues, and budgets are all determined at the campaign level. You would not want everything in one campaign because it would reduce relevancy and your ability to manage markets and spending.
• 2-5 ad groups (at a minimum) - These should be organized into themes. High heels, athletic shoes, and bridal shoes are a few examples.
• 1–5 pertinent keywords are sufficient; avoid using too many. Find out what your customers are searching for by using Google's keyword planner, search bar, or other tools like SEMrush. Use phrase match or exact match types at first until you are aware of the terms that are bringing in the most revenue.
• 2-3 text ads and one responsive ad; responsive search ads have five to fifteen different headlines and up to four descriptions. Text ads have three headlines and two descriptions. The best ad effect and performance are guaranteed by Google through automatic optimization of these.The secret to using RSAs (responsive search advertisements) is to include the user's search terms in the ad copy along with a call to action, benefits of your product or service, special offers, and your brand name. Additionally, make sure that each headline and each combination of headlines and descriptions makes logic.

What exactly is PPC search advertising?

We are only discussing Google, but Microsoft Adverts (formerly Bing Ads) is a comparable sort of search advertising that displays text ads at the top of the search engine when a user is looking for a good or service.

The person can then see you and click over to your website by displaying pertinent and well-placed adverts in one of the top or bottom three ad spots. Businesses must be easy to find when consumers are looking for goods and services. Let us face it, even Liam Neeson (from Taken) will not be able to locate you if you do not use PPC or SEO!

An explanation of text ads

An advertiser-written text ad is a type of digital advertisement that is pushed from Google's Ads interface and typically appears after a search query is entered. To advertise a good or service, that is. Every time an ad is clicked, the advertiser is charged, and the CPC varies according on the level of competition, the quality score, and the ad rank.

How can I create relevant, clickable, and high-quality Google Ad copy?

The key to creating effective Google ad text is to include the user's search terms in the headlines and descriptions. Inform them of who you are, the benefits of visiting your website, and your suitability for them. Consider it to be a dating app for your ideal client. You are paying to market yourself on search, so make sure each click is worthwhile.

Here are some search ad illustrations. Which would you choose to click?

P.S. To be clear, we would NEVER allow an ad like this to run for a client. Writing the bad one killed me.

Or…

This search advertisement up top is completely negative! For the user searching for "PPC Agency Exeter," it is only marginally relevant. Due to the lack of capitalization, the few extensions, the brief descriptions, the absence of callouts or phone numbers, the lack of a compelling reason to click through, and the restricted number of extensions, it is not conspicuous. Not to mention the poor vocabulary choice and spelling errors!

Every advertiser receives the same amount of space from Google to describe their products and services. Three headlines, each 30 characters long, plus two lengthy descriptions, each 90 characters long, make up a typical text advertisement. Additionally, the display URL gives you 270–300 characters to ensure that the right user finds your website (even without ad extensions). 

How to bid on Google Ads? Confused? There are others besides you!

With so many options, including manual, enhanced, maximize conversion, and target CPA, it is simple to become confused and merely follow Google's suggestions. Before choosing one of Google's "recommended" SMART bidding strategies, our recommendation is to start with manual CPC in the first month to give your account time to accumulate enough relevant conversion data and give you confidence in performance.

Because it enables Google's algorithm to display your advertisements to users who are most likely to convert for your business, we are aware that increasing conversions does work for some businesses. Unfortunately, this may result in higher costs as you compete for the most valuable clients, the busiest hour of the day, and the highest offer at the top of the page.

If you are unsure, it is important to consult a PPC professional before accepting Google's recommendation because it might not always be the best choice for you.

• Target cost per action (CPA): If you want to increase conversions while focusing on a certain cost per action, you can utilize Target CPA to do it (CPA).
• Target return on ad spend (ROAS) might assist you boost conversion value while aiming for a particular return on ad spend if you want to optimize for conversion value (ROAS).
• Maximize Conversions: Use Maximize Conversions if you want to optimize for conversions but do not want to focus on a certain CPA and just want to spend your full budget.
• Maximize Conversion Value: You can utilize Maximize Conversion Value if you want to optimize for conversion value but do not care about a specified ROAS and just want to spend your entire budget.
• Enhanced cost per click (ECPC): You can utilize ECPC to automatically modify your manual bids in an effort to increase conversions. With Manual CPC bidding, you can use this extra feature.

Landing page practicality. Do not disregard it because it is crucial!

Google will employ both automated methods and human judgment to assess the effectiveness of the page that users from Google Ads have visited. Your ad rating, and consequently your CPC and ad position in the auction process, are influenced by the experience you provide. If your advertisements link to a website that provides a subpar user experience, they may appear less frequently or not at all.

Considerations to make before beginning your campaign:

1. Does the content on your landing page correspond to the user's search terms and is it relevant, useful, and informative? It might be good to avoid linking your ad to a contact page for your wedding venue or a menu page if they have searched for "party venues in London." It makes sense.
2. When a user requests something specific, be explicit; if they are unsure what they want, be general. For instance, if someone is looking for a specific automobile model, send them to the model page; if they are looking for a specific brand, send them to the manufacturer page to help them make a selection.
3. Be honest and reliable, describe your company and what you provide in detail, and make it simple for visitors to discover your contact details.
4. Assure simple navigation on both mobile and desktop. Try to keep pop-ups to a minimum and organize your page so visitors can discover what they are looking for quickly and easily.
5. The key is speed. Make sure all of your pages load promptly. The useful tool Google Test My Site even forecasts revenue loss based on typical load times.

Schedule for daily optimization during the first month:

1. Each ad group's lowest CTR ad is put on hold while a new, better-written version of the top-performing ad is created.
2. Review the top-performing keywords and look for any odd, unrelated terms that have nothing to do with your company's industry. Each day, try to add 5–10 broad negative keywords.
3. Make sure that none of the ad groups that are consuming your daily budget have yet to generate a lead or a sale. If so, think it over and stop.
4. View the search terms at the campaign level to determine which converting terms you should include in the ad groups as exact match or phrase match keyword categories.
5. Examine quality scores at the keyword level to determine if there are any opportunities to enhance the relevancy of ads or the user experience on landing pages.

You should always start with a smaller budget and then increase it each month because, depending on how well you have designed the Google Ads account, it may take 1-3 months for an account to create the desired return on investment.